Nutella Refuses to Give Personalized Jar to Girl Named ‘Isis’
Personalized Nutella jars are a reality for all of us(!) - that is, unless your name is Isis.
Ferrero Australia was offering customized Nutella jars as part of its "Make Me Yours" campaign, but refused to fulfill an Australian woman's order for personalized jars of Nutella for her 5-year-old niece, Isis, due to the name's negative connotation to the Islamic State extremist militant group.
The girl's aunt tried to buy the personalized gift for Isis at a department store in New South Wales, Australia, when the store's computer flagged the name. The store manager told Taylor that Nutella only prints "appropriate" names and referred her to the Nutella parent company, Ferrero Australia.
Ferrero Australia chief executive Craig Barker allegedly reached out to the girl's mother, Heather Taylor, to stand by the company's decision.
"I'm really quite upset by this," Taylor reportedly told Barker. "You are actually making my daughter's name dirty. You are choosing to refuse my daughter's name in case the public refers to it negatively."
Ferrero Australia said in a statement that, as in every campaign, there "needs to be consistency in the way terms and conditions are applied." The company continued, "Unfortunately, this has meant there have been occasions where a label has not been approved on the basis that it could have been misinterpreted by the broader community or viewed as inappropriate."
This isn't the first case in which the company's "Make Me Yours" campaign has garnered controversy - when the campaign first launched in September, it became famous for people previewing dirty names on their customized Nutella jars.
Nutella's "Make Me Yours" campaign has since ended.