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Nutella

Nutella

Company: The Ferrero Group

Brand value: US$2,845 million

Change since 2018: 0%

Headquarter city: Luxembourg

Category: Food & Dairy

Year formed: 1964

Nutella is a hazelnut and chocolate spread that has become popular around the world; Ferrero says that you could circle the globe 1.8 times with the jars of Nutella sold in just one year. The brand has more than 30 million Facebook followers. Nutella advertising, primarily via television and online, focuses on the emotional connections people have with the product. In recent years, the packaging itself has become a brand-building tool, with consumers able to personalize the labels on their own jars of Nutella. A TV-style online series called “Spread the Happy” was created in partnership with Nutella, and premiered at the 2017 Tribeca Film Festival. Season 2 of Spread the Happy ran in 2018. Also, in 2018, new limited-edition jars were launched in conjunction with a cross-platform campaign #ParlaComeSpalmi (speak like you spread), inspired by the language of the most famous memes on the web to express love for Nutella with lighthearted irony. World Nutella Day is celebrated on February 5 each year.