There are more than sixty thousand hits for “just because you can, doesn’t mean you should” searches in Google. Obviously, Ferrero haven’t read them. Instead, they spent a fortune for Messenger to provide IM users with branded content.

There are three Messenger winks I highlighted in today’s video. I don’t think Ferrero understands that winks are created for users to share. Can you imagine that a teenager – in any situation – would send something like that to his buddy? Well, I can. But that situation doesn’t build any brand love that most of the time is the aim of branded content creation.