Nutella: A Global Taste of Identity and Emotion. A Cultural and Advertising Analysis

This thesis explores the perception of Nutella in Italy and abroad through an analysis of its TV advertisements. The main objective is to identify the key elements that have characterized Nutella's advertising campaigns over the past sixty years. A particular focus is given to the similarities and differences between international campaigns, to understand how Ferrero adapts its messaging to different target audiences, their needs, and culture. Statistical analysis was conducted using the R software to identify common elements across Italian and foreign TV spots. The findings suggest that some recurring themes are present, yet the advertisements are customized according to the cultural and social context of each country. This highlights Ferrero’s effort to adapt its communication to different receivers, while maintaining brand consistency. In conclusion, the representation of Nutella varies across the world, reflecting different uses, perceptions, and consumer expectations.