Nutella has found a new way to enhance its product, and in this case it’s all in the packaging.
Using a special algorithm, ad agency Ogilvy & Mather produced 7 million different designs for a special limited edition release in Italy. The campaign envisioned every jar as “a piece of art… as special and expressive as every single one of its customers,” and pushed that message through a TV commercial, an online video and a digital activation that allowed fans to create customized videos to celebrate someone unique.
Not surprisingly, the effort was a hit and the designs sold out within a month. There’s no word on whether or not the campaign will be repeated in other countries but, based on its success, they would be crazy not to.