Nutella, the hazelnut spread, has always been a fun brand (when it’s not sending its biggest fan cease and desist letters). Now, via Italy, comes a fun stunt, in which the uniqueness of the product is reflected in the packaging.
Ogilvy & Mather used a special algorithm—much as Diet Coke did last year, and Absolut before that—to print 7 million different designs for the jars, which were packaged as a limited-edition run and sold out within one month.
“Could Nutella be even more unique? We think so. We think Nutella can be as special and expressive as every single one of its customers,” Ogilvy says in its campaign description, which said each unique jar was “like a piece of art.”
The launch also included a TV commercial, an online video and a digital activation that allowed fans to create a customized video to celebrate someone unique.
Agency: Ogilvy & Mather Italy
Paolo Iabichino – Chief Creative Officer
Giuseppe Mastromatteo – Chief Creative Officer
Michael Berger – Group Head of Digital & Business Development
Lavinia Francia – Client Creative Director
Andrea Guzzetti – Senior Art Director
Simone Zanelli – Account Director
Serena Lombardo – Project Leader Ferrero
Printing and software technology: HP