Nutella preferred an Algorithm over a Designer for its Marketing Campaign and it worked like a charm

In Feb 2017 Ferrero, Nutella’s manufacturers, partnered with advertising firm Ogilvy & Mather Italia to deploy an algorithm for creating 7 Million unique Nutella label designs.  The new designs were part of the project “Nutella Unica”. The idea was to create 7 million unique designs   that can be splashed on Nutella jars, providing each customer with a unique jar. Ogilvy & Mather released a statement saying, “We think Nutella can be as special and expressive as every single one of its customers.”

The algorithm used dozens of patterns and hundreds of color combinations to design these 7 million funky and artistic wrappings for Nutella jars.

The newly designed hazelnut spread jars were made available for its customers in the markets of Italy. The response from customers was great and the campaign turned out to be a sell-out success. All the jars sold out within a month and Italian people found favored having one-of-a-kind Nutella jar with them.

In 2010, Antrepo showed how even a minimal labeling of Nutella could work easily to distinguish products. Building on the concept, the algorithm was allowed to alter every part of the packaging design except for the Nutella logo. Due to the success of “Nutella Unica” in Italy, Nutella is reportedly launching similar campaigns in other parts of the world pretty soon. This is not the first time that Ferrero has used innovation to design Nutella packaging. The hazelnut spread is already known for its personalized packaging that allows customers to create Nutella labels with words or names of their choice.

However, the reason behind this new innovation technique is to create an irresistible demand of Nutella primarily aimed at tackling the dip in sales caused by European Food Safety Authority report. According to the report Palm Oil is used as an ingredient in Nutella Hazelnut Spread that is harmful for health if not processed properly.

News of the day

9 minutes Read 18 views

Herself joins hands with WCCI to make the...

November 22, 2017

Herself is the women empowerment initiative of Punjab Information Technology Board (PITB), headed by Dr. Umar Saif. The…

View All
15 minutes Read 67 views

The MIX post event PR

November 15, 2017

Punjab Information Technology Board presents Pakistan’s first tech centered festival; The MIX kicked off on the 11th of…

View All
8 minutes Read 74 views

Pakistan hosts some of the world’s leading investors...

November 7, 2017
  • Over 25 institutional investors and 650 delegates including 200 startups participated in the international conference.
  • For the…
    View All
10 minutes Read 64 views

MIX Press Release

November 6, 2017

Punjab Information Technology Board presents Pakistan’s first tech centered festival; The MIX to be held on the 11th…

View All
13 minutes Read 75 views

Five Day Long Epiphany Lab-Press Release

November 5, 2017

Social entrepreneurs are increasingly taking center-stage for their innovative approach to tackle issues being faced by their communities…

View All

Latest Videos

Less than a minute Read 124 views

CEO VizRah, Mohammad Adeel Javed, talking about Vizrah...

August 20, 2017

We asked Adeel Javed about his initiative VizRah and how he aims to positively impact the society through…

View All
Less than a minute Read 428 views

Yellow Plate Restaurant introducing fast food with unique...

August 10, 2017

Our team visited Yellow plate restaurant at Shah Jamal market Lahore to tantalize our taste buds. The Owner…

View All
Less than a minute Read 145 views

Views of Khuram Bukhari (Co-Founder Ravvish) about Life,...

August 10, 2017

We conducted a written dialogue about life and success with Co-Founder Ravvish, Khuram Bukhari

View All
Less than a minute Read 446 views

Maryam Afzal Madni talking about MADDY, Apparel Branding...

August 8, 2017

Young and Energetic Maryam Afzal Madni talks about her brand MADDY and the challenges faced by her as…

View All
Less than a minute Read 206 views

Has Nawaz Sharif really solved Pakistan’s Energy Crisis...

August 3, 2017

Leading energy consultant, and policy specialist, Ms. Saadia Qayyum, sheds light on Pakistan’s Energy Crisis, and its solutions….

View All