The company announced the results of the advertising campaign, launched in Italy in February. Nutella and advertising Agency Ogilvy & Mather Italy released seven million jars of Nutella with a unique pattern on each label.
Packing created by the algorithm, which combined the colors and graphic patterns. Each bottle has assigned a unique code in the form of a sequence number to emphasize its uniqueness. Can Nutella be even more unique. We think Yes. We believe that Nutella can be as special as each of our clients.
So there was Nutella Unica — first limited edition, seven million different cans. Dozens of templates, thousands of color combinations, one algorithm. Representatives of Ogilvy & Mather Italy say that jars of Nutella Unica sold out within a month.
Nutella is planning to repeat the project in other countries of Europe, Middle East and Africa. An advertising Agency created the television commercials, which is Italian singer Lydia Silasi sings. “Theres nobody like you.”.
In 2014, Nutella has conducted an advertising campaign in unique jars in England. In Selfridges London, Birmingham and Manchester have set up a station where visitors could create their own label on a jar of Nutella. Buyers entered the word that they wanted to get on the label, mobile app, stationary tablets or wrote by hand. Staff printed the labels and glued them on the jars and given to the buyers.
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