Ferrero Rocher - Advertising

Advertising

In most English-speaking countries, Ferrero have concentrated on advertising the Rocher chocolate, and allowed the associated recognition of their company brand name to sell other Ferrero chocolate types. In the United Kingdom the 1990s advertisement series based upon a party in a European ambassador's official residence has been repeatedly parodied in popular culture (see references in the section below) and taken on a reputation for having limited artistic value. Nonetheless, the extent of popular reproduction and mimicking must suggest a high degree of success in strict advertising terms. The opening voice-over (voiced by UK actor Jonathan Kydd), "The Ambassador's receptions are noted in society for their host's exquisite taste that captivates his guests", together with the on-screen comments of guests such as "Eccellente" and "Ambassador, with these Rocher, you're really spoiling us", remain widely recognised and quoted in the United Kingdom. The concept of a butler wandering between party guests holding a silver tray with a pyramid of Ferrero Rocher has become a trope and a popular stereotype of diplomacy in general. There has been discussion about the socio-economic targeting of the advertisement, and the extent to which it may or may not be insulting to the more down-market audience to whom it was presented as an aspirational brand by means of an Italian advertisement dubbed in English, such as this quotation from the New Statesman: "Within this inner sanctum of the smart set, a distinguished manservant glided silently through the moneyed throng, with a pyramid of golden baubles, perched on a silver salver, offering a huge piled plate of the sweets to the guests at an embassy party."