Oggi è il Nutella Day, la giornata internazionale dedicata alla crema spalmabile più buona al mondo. Ma come è diventato uno dei brand più conosciuti al mondo?
“Che mondo sarebbe senza Nutella?” Un tormentone che tutti conosciamo a memoria e che oggi, 5 febbraio 2022, è perfetto per celebrare il “World Nutella Day”. Questa ricorrenza internazionale, nata nel 2007 grazie alla volontà della blogger americana Sara Rosso, omaggia la crema al cacao e nocciole simbolo globale del food made in Italy. Un simile successo non è impresa da poco e noi, per festeggiare questa giornata, vogliamo ripercorrere alcune tappe che hanno fatto la storia di questo brand.
Dal Giandujot alla Nutella
La Nutella ha alla spalle una storia piuttosto interessante: nasce infatti da una difficoltà trasformata in opportunità. Pietro Ferrero, fondatore dello storico marchio, appena aperto il primo laboratorio ad Alba nel 1942 cercava di trovare un sostituto del cacao, difficilissimo da reperire durante la seconda guerra mondiale. Gli venne in mente l’idea di sfruttare una delle ricchezze maggiori del territorio: le nocciole.
Quattro anni dopo era già nato il prototipo della Nutella: il “Giandujot”, così chiamato in riferimento alla tradizionale maschera torinese. Il successo fu immediato, merito soprattutto della bontà dal prodotto e del suo basso costo. Nel 1949, per venire incontro alle richieste ed aumentare il giro d’affari, Pietro decise di trasformare il panetto in una crema. Nacque così la “Supercrema Giandujot”, prima versione della Nutella.
Nel 1964, col crescere dell’attività, il figlio Michele Ferrero scelse di trovare un nuovo nome al prodotto , in modo da potersi espandere anche all’estero. Dato che l’ingrediente principale era la nocciola decise di ribattezzare la sua crema Nutella, dall’unione del sostantivo nut (“nocciola” in inglese) e del suffisso -ella, che regalava al termine un suono orecchiabile in tutte le lingue. Mai, nella storia del marketing, nome fu più azzeccato: infatti è sufficiente dire che il termine Nutella è ben presto diventato sinonimo di “crema al cioccolato da spalmare”, presente anche in alcuni dizionari.
Un successo dietro l’altro
Da lì in poi il brand ha inanellato un trionfo dietro l’altro e, ad oggi, conta una produzione di poco meno di 400.000 tonnellate l’anno. Per quanto però la Nutella sia buona, non sarebbe mai riuscita ad arrivare dove è arrivata senza avere alle spalle delle efficaci strategie di marketing. Dal packaging iconico al logo inconfondibile, passando per gli slogan diventati leggenda, tutto di Nutella è riconoscibile ed identificabile alla prima occhiata. Il brand negli anni ha saputo costruirsi un’identità unica che è rimasta nel cuore dei consumatori.
Un’altra delle caratteristiche più marcate del brand poi è la coerenza: Nutella non ha mai cambiato i propri valori. Per avere un esempio concreto di cosa sto parlando basta tornare a qualche anno fa quando si accese il caso dell’olio di palma. Durante quel periodo tutte le aziende cercarono di distanziarsi da quest’olio, ritenuto dal pubblico dannoso per l’ambiente, e di trovare un ingrediente alternativo. La Ferrero al contrario scelse la strada opposta: invece di rinnegare l’olio di palma, ingrediente essenziale di Nutella, spiegò ai suoi consumatori perché quello usato nei suoi prodotti fosse sicuro e certificato come 100% sostenibile.
Nutella oggi
Anche dopo quasi sessant’anni Nutella continua come sempre ad essere uno dei prodotti più iconici del Made in Italy. Un connubio, quello per il nostro Paese, che ha guidato anche la recente campagna “TI AMO ITALIA”, nata per celebrare le bellezze della nostra terra durante la pandemia. Una collezione inedita di 30 vasetti diversi che raccontano scorci d’Italia. Anche l’OCSE (Organizzazione per la cooperazione e lo sviluppo economico) ritiene Nutella uno dei migliori esempi di globalizzazione al mondo, in grado di diffondere un’immagine positiva del nostro Paese anche all’estero.
Insomma Nutella ormai è molto più di un brand o un prodotto: è diventata un fenomeno culturale, capace di unire diverse generazioni. Non ci resta quindi che fare onore a questa inimitabile crema, godendoci oggi una fetta di pane e Nutella, un Nutella Biscuit… o, per i più temerari, finendo un mega-barattolo come quello mostrato da Nanni Moretti nel film Bianca.
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