Nutella used the algorithm to make seven million jars with a unique pattern

Vladimir Sobolev
Jun 5, 2017 · 2 min read

The company summed up the results of the promotional campaign launched in Italy in February.

Nutella and the advertising agency Ogilvy & Mather Italy produced seven million Nutella jars with a unique pattern on each label. Packages were created using an algorithm that combined colors and graphic patterns. Each jar was assigned a unique code in the form of a serial number to emphasize its uniqueness.

Can Nutella be even more unique? We think, yes. We believe that Nutella can be as special as each of our customers.

So there was Nutella Unica — the first limited edition, seven million different cans. Dozens of templates, thousands of color combinations, one algorithm.

- advertising agency Ogilvy & Mather Italy

Representatives of Ogilvy & Mather Italy say that the cans of Nutella Unica were bought within a month. Nutella plans to repeat the project in other countries in Europe, the Middle East and Africa.

The advertising agency also created television commercials in which Italian singer Lydia Shilasi sings: “There is no one like you”.

In 2014 Nutella already conducted an advertising campaign with unique jars in England. In Selfridges department stores in London, Birmingham and Manchester, stations were installed in which visitors could come up with their own label on the Nutella jar.

Buyers entered the word they wanted to get on the label, into a mobile application on stationary tablets or wrote by hand. Employees printed labels, glued them to jars and gave out to customers.

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