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O&M Italia and Ferrero make Nutella more endearing
Every Nutella jar with its own customised design? Yes it is a reality, thanks to an algorithm.
How would a brand feel about redesigning its packaging seven million times? Ferrero, which manufactures Nutella the chocolate spread, thought it would be a fun idea and joined hands with Ogilvy & Mather Italia to try it out.
The two based the concept on an algorithm designed to create a series of unique labels for nearly every jar of Nutella that was sold in Italy. Launched in February 2017, the bottles of Nutella Unica sold out in less than a month. After sweeping the Italians off their feet, the idea is on its way to France now.
Each Nutella Unica colour combination includes a unique ID code, that authenticates every jar as a limited-edition collector’s item. Ogilvy & Mather Italia has, and it has every reason to do so, likened the Nutella Unica jar to a “piece of art.” About 11 per cent of the Italian population of 60 million could possibly get a jar of their own – and be proud about it. Not to mention the delicious content within.