- Image via Wikipedia
And the top Facebook pages are …. #1 Barack Obama (no surprise) …. #2 Coca Cola (of course) …. #3 Nutella (What?). Yeah, that’s right. The Italian hazelnut/chocolate spread.
- Image via CrunchBase
It’s safe to assume that most of the fans were from Europe but the craziest thing about Nutella‘s high ranking is that they don’t advertise. Well, that’s not true; they spent $300,000 on media last year, which is pretty much equivalent to nothing. Here’s the impressive part: their Facebook page was created by a fan, Nutella has 5 million Google search results, there are 5,000 videos on Youtube featuring Nutella, and there are 17,000 photos featuring Nutella on Flickr.
- Image via CrunchBase
Despite it’s European base, Nutella has become very popular in the U.S. as well; and the U.S. fans are very loyal. For Americans, it’s probably associated with memories of trips to Europe and then they spread the word about Nutella to their friends and family at home. In some ways, it has become a form of social currency.
It’s interesting to see that a company can have a crazy online presence without even trying. They’re obviously doing something right. So here are 3 easy steps to follow that will create the online buzz we all hope for:
1. Become a European staple so Americans will have no choice but to think you’re cool
2. Gather a cult following effortlessly
3. Be kind of like peanut butter, except use a weirder looking nut and add chocolate
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‘spread the word’ ..about Nutella… that is comedy gold! …the best choc-buzz line of the day.
In Brazil we also love Nutella so much. It really doesn’t need advertising, it’s some kind of evil thing, like Coke, it’s incredibly delicious and impossible not to love it.
No wonder it has so many fans on Facebook!
There are a number of factors that have made Nutella what it is. It’s no surprise you mentioned Coca-Cola too in your post. In fact there are similarities: both products have a unique flavour (no other cola tops Coca-Cola and same is with the many hazelnut-choc spread around the world). They have become a household name and their brand name is used to ‘identify’ the product. There are many people who swears by them and would not replace them with anything else. Then there are all the emotional factors linked to the product that make Nutella a truly ‘lovemark’ (you mentioned people returning from Europe with lovely memories of the past times; consider also the huge amount of people who grew up with Nutella and bread, shared with friends in the afternoons during playtime or as a break from homeworks; sometimes as a kid parents would give it to you as a treat; then of course lets not forget it’s a chocolate spread so it’s also linked to emotions of ‘letting yourself go to a temptation’ etc…). One of the most popular claims is ‘Che mondo sarebbe senza Nutella’? (meaning: what kind of world will it be without Nutella?).
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