"Mocked for Pretending to Be Luxurious, but Ferrero Chocolate Hits Jackpot with 'Disastrous Ad' [Delicious Story]"

The "Diplomat's Party" Commercial Becomes a Marketing Legend
Mocked for Awkward English Pronunciation,
But Turns into a Breakthrough Moment...
Remarkable Marketing Impact

Editor's NoteThe first sweets are said to have been discovered in the ancient Mesopotamian civilization. In other words, sweets have accompanied every moment of human history. From biscuits and chocolate to ice cream, we bring you the delicious stories behind the treats we love.

Would Ferrero Rocher, the Italian company, have been able to properly introduce the taste of luxurious European chocolate to the United States if it had not made an advertising blunder 32 years ago? In 1993, Ferrero Rocher's TV commercial, which created a sensation in English-speaking countries such as the United States and the United Kingdom, was ridiculed at the time for its extremely poor quality. However, it ended up etching the product's image vividly into consumers' memories. The clumsy TV commercial played a significant role in Ferrero Rocher's growth into a company with annual sales of 18.4 billion euros (approximately 29.5 trillion won), ranking third in the U.S. chocolate market.

'Ferrero's Attempt to Promote "Premium European Chocolate" Backfires Due to Poor Advertising'

Scene from Ferrero Rocher's "Diplomat's Party" commercial. YouTube capture

Ferrero Rocher was founded in 1982 by Italian chocolatier and entrepreneur Michele Ferrero. The company conquered the European market with the idea of filling round almond chocolates with hazelnut cream, and in the 1990s, it challenged the English-speaking markets of the United States, United Kingdom, and Australia, which had been dominated by Mars, Hershey, and Cadbury.

As a differentiation strategy, Ferrero Rocher chose to emphasize the "taste of premium chocolate." The "Diplomat's Party" commercial, aired on English-speaking TV channels in 1992, was also part of this premiumization strategy.

Ferrero Rocher. Official Ferrero Rocher website

The story in the commercial begins at a party held at an embassy. As numerous political and business figures mingle and chat, a waiter appears carrying a tray full of Ferrero Rocher. The guests at the party taste the Ferrero Rocher and cannot hide their amazement, and the commercial ends with a woman saying in English, "Thanks to this chocolate, I have been treated wonderfully." Through this commercial, Ferrero Rocher aimed to present the image of "premium European chocolate making its debut in the English-speaking market."

However, the woman's awkward and clumsy English pronunciation immediately turned the commercial into a laughingstock among viewers. The strategy to delicately convey the image of premium chocolate was derailed from the very beginning.

Ferrero Gains Fame Through a Mistaken Advertisement

The "Diplomat's Party" commercial became a massive hit in a completely unintended way. People began to imitate the final line spoken by the woman in the ad, and her awkward English pronunciation became a trend, causing Ferrero Rocher chocolate sales to surge. In a short time, Ferrero Rocher became one of the most famous chocolates in the United States and the United Kingdom.

With its growing recognition in English-speaking countries, Ferrero Rocher expanded into a global brand, launching products such as Nutella and Kinder Chocolate and entering more than 140 countries worldwide. The "Diplomat's Party" commercial, which served as the springboard for Ferrero Rocher's globalization, is still cited in the marketing industry as a textbook example of successful "noise marketing." The marketing trade publication "Marketing Week" even commented that the ad "established the rule that a commercial can be so bad that it actually produces good results."

However, there are many indications that Ferrero Rocher is not particularly proud of the commercial that became the hidden driving force behind its globalization. Ferrero Rocher repeatedly tried to replace the "Diplomat's Party" commercial whenever possible. Although the ad continued for seven years from 1993 to 1999 due to fan protests whenever it was taken off the air, the 2003 "remake" version broadcast on British TV had completely removed the most infamous awkward English lines spoken by the woman.

Regarding this, the British media outlet The Guardian reported, "The founding family of Ferrero Rocher has always avoided answering questions about the 'Diplomat's Party' commercial," adding, "Whether the first ad was a calculated joke or an unintended disaster remains a secret to this day."