Ferrero champions culturally grounded marketing through impactful campaigns
The confectionery leader strengthens consumer connections across Indonesia, Japan, and the Philippines through insight-driven, omnichannel brand experiences.
Across the global consumer goods industry, brands are increasingly challenged to balance scale with cultural relevance, delivering experiences that resonate meaningfully across diverse markets. As consumer expectations shift towards authenticity, emotional connection, and purpose-driven engagement, companies are embedding themselves into local traditions and cultural practices to remain relevant. Ferrero stands at the forefront of this evolution, demonstrating how culturally attuned marketing can drive both consumer engagement and commercial success.
This strategic approach has earned Ferrero three accolades at the FMCG Asia Awards 2025, recognising its excellence in Omni-Channel Experience of the Year - Indonesia, Seasonal Campaign of the Year - Japan, and Consumer Engagement Initiative of the Year - Philippines. Delivered across diverse channels and formats, the award-winning campaigns for Nutella and Tic Tac demonstrate Ferrero’s ability to transform global brand equity into locally meaningful experiences, whilst delivering measurable results in engagement, sales, and market share.
In a recent interview, Juliana Saputera, Regional Marketing Director, Nutella and TIC TAC, Ferrero Asia Pacific, shared insights into the company’s award-winning strategies and how Ferrero Asia Pacific Pte Ltd and Ferrero Japan Ltd., including their Tic Tac and Nutella initiatives, continue to foster authentic consumer connections across the region through responsible, culturally relevant brand marketing.
How did your campaigns across Indonesia, Japan, and the Philippines contribute to stronger connections with local communities and consumers?
Each campaign was rooted in local insights. In Japan, Nutella Loves Mochi connected with the tradition of seasonal flavours. In Indonesia, Nutella Ramadan celebrated togetherness during a key cultural moment through an omnichannel experience. And in the Philippines, Tic Tac leveraged a universal language in the Filipino culture, which is music, to create fun and shareable moments. By aligning with cultural values and consumer passions, we have built authentic connections that go beyond just products.
In what ways do these projects reflect your broader commitment to responsible and culturally relevant brand marketing across the FMCG industry?
These projects show our commitment to responsible and culturally relevant marketing by grounding every idea in local insights.
We honoured traditions like Ramadan in Indonesia and seasonal flavours in Japan and tapped into the music culture in the Philippines, all whilst creating positive and inclusive experiences. It’s about respecting communities and building authentic connections with our consumers
What key innovations or creative strategies set your campaigns apart and helped achieve measurable results in each market?
Our campaigns were differentiated by three strategic pillars:
The first pillar is based on deep cultural insight. We didn’t just localise; we embedded our brands into meaningful cultural moments. Nutella Loves Mochi leveraged Japan’s seasonal traditions, whilst Nutella Ramadan aligned with Indonesia’s values of togetherness.
Second is integrated consumer journeys. We designed omnichannel ecosystems that connected online and offline touchpoints, ensuring seamless engagement and conversion.
Third is experience-led innovation. Tic Tac Music Refresh in the Philippines transformed consumer interaction through gamified, music-driven content, creating high shareability and emotional resonance.
We found that these strategies have delivered a strong impact, which has led to an uplift in engagement, brand affinity, and incremental sales.
What does it mean for you to win 3 accolades at the FMCG Asia Awards 2025 and how do you plan to follow through on this success?
Winning 3 awards is an incredible honour and a validation of our strategy. For us, it’s not the finish line but a springboard. We will continue to push boundaries by scaling local insights, driving innovation, and creating responsible and inclusive experiences to strengthen our brand trust across the Asia Pacific region.
