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Nutella world : 50 years of innovation / Gigi Padovani ; translation from Italian by Aaron Maines and Sylvia Notini.
Van Pelt Library TP439.5.H39 P33 2015
Available
- Format:
- Book
- Author/Creator:
- Padovani, Gigi, 1953- author.
- Standardized Title:
- Mondo Nutella. English
- Language:
- English
- Italian
- Subjects (All):
- Nutella (Trademark)--History.
- Nutella (Trademark).
- Nut products--Italy--History.
- Nut products.
- Condiments--Italy--History.
- Condiments.
- History.
- Italy.
- Physical Description:
- vii, 308 pages, 16 pages of unnumbered plates : illustrations (some color) ; 22 cm
- Place of Publication:
- New York, NY : Rizzoli Ex Libris, 2015.
- Summary:
- On the occasion of its fiftieth anniversary, Gigi Padovani, a Nutella expert and enthusiast, traces the history and evolution of Nutella, including the rise of an almost cult following and its celebration in pop culture, ranging from movies to literature.
- Contents:
- Part 1 Nutella Cult
- 1 It's all Napoleon's fault 3
- The first surrogate 6
- They called him Giandujot 9
- The attempted sale 15
- Supercrema 17
- In Europe: Germany and France 20
- 2 Brand naming: 1964 25
- Looking for a brand name 28
- Lovable lettering 32
- A delight to spread on bread 34
- 3 Building the Nutella lovemark 39
- A lovemark is born 41
- The first icons in Italy 45
- In the Italian dictionary 48
- France's Nutella Generation 50
- Celebrated in the New Yorker 53
- Content generated by inspirational consumers 54
- Part 2 Nutella Social
- 4 TV, sweet TV 61
- Above and below the line 63
- Brand content 66
- TV commercials Part 1: Europe 68
- TV commercials Part 2: outside Europe 79
- When music takes the lead 85
- Your name on the jar 88
- 5 Spread the Web 95
- A brand community 100
- We are Nutella 104
- Internet spontaneity 106
- 6 Brand friendship on social media 111
- Facebook statistics 113
- Twitter statistics 114
- First place on Facebook 115
- A roadmap to engagement 120
- Online talent for young artists 123
- Lady Gaga's tweet 126
- Part 3 Nutella Company
- 7 The factory that planted trees 135
- The largest hazelnut orchard in the world 139
- On Nutella Island' 146
- Nutella's first secret: the manteca 149
- The second secret: certified cocoa 150
- The third secret: a short supply chain for milk 153
- The fourth secret: sustainable palm oil 154
- 8 Ferrero-ness 157
- The men with monkey wrenches 160
- The five pillars of Ferrero's entrepreneurial philosophy 169
- Permanent training 173
- Corporate social responsibility 175
- Ferrero Foundation 179
- Social enterprises 182
- 9 The United Nations of sweetness 185
- The French are... 185
- A product-business 189
- The fourth largest group in the world 193
- A precious ally: bread 197
- The US "Goes nuts about Nutella" 202
- Nutella Bar: Chicago & New York City 207
- Brand extension? 210
- 10-Afamily business 215
- Giovanni Ferrero: Nutella will lead our growth 219
- Part 4 Nutella Graffiti
- 11 A love story lasting fifty years 227
- The big idea 230
- Nuteliastories.com 233
- A world heritage 238
- A postage stamp and the fluo jars 242
- The B-Day in ten countries 244
- 12 Nutella Playlist 253
- The word Italians love the most 254
- European lovers 257
- American fans 260
- From the rest of the world 262
- 13 The timeline of a success 265.
- Notes:
- Originally published in Italy as Mondo Nutella: 50 anni di innovazione in 2014 by RCS Libri S.p.A.
- Includes bibliographical references (pages 301-305).
- ISBN:
- 9780847845859
- 0847845850
- OCLC:
- 884298113
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