In Italy, Nutella has built upon the success of their personalised jars campaign. Working with Ogilvy & Mather, Nutella created a jar as unique and expressive as the Italians themselves. The agency devised an algorithm that pulled from a database of dozens of patterns and colours to create 7 million different versions of of Nutella’s graphic identity.
The promotion was a success with all jars selling out within the month. Ten thousand customised videos were created, with the average social post reaching more than 3m people.