No Party Without Ferrero

"The timetable for the Children's Train is very packed, with a new stop being added every day. To keep track of it, a large board is prepared. Michele has it placed behind his armchair: a sort of schedule where he notes, region by region, date by date, a hundred festivals in Italy and around the world, almost as if to visually underline his motto "There is no party without Ferrero.""

"Gianlorenzo Seletto, from the Research and Development Division, explains: "He wanted to enter the mind of the festive consumer. He pondered, for example, what an Indian grandmother would want to give to her grandson on the occasion of the Kumbh Mela, the great Hindu festival on the Ganges River, and intercept her latent desires. He urged us to approach the product as if it were a celebration.""

"unique." "You must go and see, contact people, understand the competitors' products that are affecting ours..." And so I traveled the world," confirms Morena Salvatore, who has been in marketing in Alba for years. "From Tokyo to Shanghai, from Hong Kong to Beijing, from Johannesburg to New Delhi... In this wide geographical horizon, Mr. Michele inserted and planned time around the appointments marked on his agenda. For example, he knew that Valentine's Day in Italy lasts just one day, but in America and Japan it lasts several days, it's a gift not only for your loved one, but also for friends, your teacher, your neighbors, it's a celebration of affection, and he wanted to try to introduce this concept in other countries as well. A 360-degree lovers' celebration." The vision of Michele Ferrero, his international vocation, would become part of a corporate culture that has never ceased to live."