Consumer Resistance: An Exploration of the Moroccan Case

Abstract

In 2011, an American mom sued Italian giant Ferrero for promoting Nutella in its commercials as "an example of a balanced and tasty breakfast" with a "healthier" spread than it actually is. In her complaint, the young Californian mother said she was shocked to discover that Nutella was neither healthy nor nutritious food, but that it was hardly better than candies, and that it contained dangerous levels of saturated fats. After a nationwide dissemination of this contestation, American consumers became resistant to the brand, which went too far with its abusive marketing to sell its producti.