Nutella recently sold 7 million jars of its addictive hazelnut spread in Italy, but unlike most of their sales these 7 million jars were different. I mean that literally, because every jar in this special edition are visually unique, created using an algorithm that ensured no two jars could be alike, for a project called Nutella Unica.
For Nutella Unica, advertising firm Ogilvy & Mather created 7 million of these precious snowflakes, each one with different color and shape combinations. One probably shouldn’t make a habit of paying too close attention to what advertising agencies have to say, but O&M did release a statement on the campaign that sums up its intended purpose:
“Could Nutella be even more unique? We think so. We think Nutella can be as special and expressive as every single one of its customers.”
According to Adweek, the Nutella Unica campaign was a big success, so it’s possible we’ll be seeing a North American equivalent of the campaign soon. In the meantime, you can check out the TV commercial for the project below.