by alexandra suvakova -

Marketing example: Nutella Unica

Nutella Unica: A Palette of Seven Million Individual Jar Designs

In 2017, Ferrero’s Nutella has come up with a unique and innovative approach to it’s packaging. It was by all means a marketing move that has successfully captivated its audience. In a campaign called „Nutella Unica,“ Ferrero collaborated with Ogilvy & Mather Italia, marking a turning point in the world of chocolate hazelnut spreads. Let’s delve into the details of this unique and successful venture that left Italy, and subsequently the world, craving for more.

A Splash of Color and Individuality

In June 2017, Ferrero unveiled Nutella Unica, an ingenious campaign that harnessed the power of algorithms to create seven million unique Nutella jar labels. The campaign aimed to redefine the packaging game by introducing individuality to each jar, turning them into limited-edition collector’s items.

The Algorithmic Artistry

Partnering with Ogilvy & Mather Italia, Ferrero employed a specially crafted algorithm that drew from a vast database of patterns and colors. This algorithm worked its magic to generate a staggering seven million distinct Nutella labels. From pink and green to striped and polka-dotted, each label became a piece of art, with its own unique ID code.

Italy’s Nutella Frenzy

When Nutella Unica hit the shelves in Italy in February 2017, the response was nothing short of phenomenal. The campaign sold out within a month, with enthusiasts scrambling to get their hands on these colorful and uniquely labeled jars. To put the success into perspective, approximately 11% of Italy’s population snagged a jar, making Nutella Unica an instant sensation.

The Global Expansion

Buoyed by the campaign’s triumph in Italy, Ferrero decided to take Nutella Unica beyond borders. The campaign made its way to France, where it continued to win hearts, and eventually to Germany, extending its reach even further. The colorful and individually designed jars continued to leave an indelible mark on Nutella enthusiasts worldwide.

The Technology Behind the Magic

The success of Nutella Unica was not only about aesthetics but also about cutting-edge technology. The algorithm, developed in collaboration with HP, combined diverse patterns and colors, resulting in millions of unique label combinations. Eurostampa, an Italian printing company, played a crucial role in creating a new printing process that allowed for the production of 250,000 unique labels per week.

Nutella with a Message

Beyond the visual appeal and technological prowess, Nutella Unica carried a meaningful message. The individual jar designs were conceived to symbolize the diversity of people, echoing the campaign’s tagline, „Nutella Unique – As Unique as You.“

Ferrero’s Nutella Unica campaign stands as a testament to the power of creativity, technology, and a profound connection with consumers. What started as a colorful experiment in Italy transformed into a global sensation, leaving a sweet mark on Nutella’s rich history.

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