With artificial intelligence and automation gaining popularity, Nutella’s manufacturer Ferrero partnered with its advertising agency Ogilvy & Mather Italia to have an algorithm design its packaging.
The “Nutella Unica” jars were created using an algorithm combined dozens of patterns and colors to create millions of combinations. Each one of the combinations was then printed on the label, given a unique ID code to customise it and authenticate it as a unique jar.
7 million unique jars were distributed all over Italy starting from February 2017, and were sold out in one month.
The agency describes each Nutella Unica jar as being “like a piece of art”, stamped with its own unique code so it can be authenticated by collectors.
Ogilvy & Mather Italia also created an online and television advertising campaign around the packaging design.
Nutella is now implementing the project in other EMEA countries starting with France. The brand also plans to have several limited editions rolled out on a yearly basis.
If the product were launched in Hong Kong, with a population of 7 million people, everyone in the city could have a unique jar for themselves.