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Nutella's Unique Product Now Comes in 7 Million Unique Jars

Ogilvy gets into artful algorithmic packaging

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By Tim Nudd

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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.

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Tim_Nudd_2017_final

Tim Nudd

Tim Nudd is a former creative editor of Adweek.

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