Nutella and Kittens

Nutella and kittens was among ISIS's more inventive and disturbing media tactics. In 2015, the group paired calls to join the Islamic State with innocuous images that were popular on the internet, including pictures of kittens or jars of Nutella. One New Jersey-based ISIS recruiter even went by the online nickname "Umm Nutella," meaning "Mother of Nutella." Though it is unclear whether this tactic was effective at increasing recruitment, it generated a great deal of attention for ISIS online.

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