Nutella is introducing a limited edition Nutella jars by using special technology to create unique patterns. Nutella’s manufacturer Ferrero partnered with its advertising agency Ogilvy & Mather Italia to have this special technology which is claimed to have taken two years to develop, It is described as applying a combination of “zoom” and “random rotations” to a set of 12 different patterns to generate a unique design of colours and shapes.
The “Nutella Unica” jars were created using an algorithm combined dozens of patterns and colors to create millions of combinations. Each one of the combinations was then printed on the label, given a unique ID code to customize it and authenticate it as a unique jar.
The seven million jars were sold through Italian supermarkets, where Ogilvy & Mather says they sold out in one month. The agency also created an online and television advertising campaign around the packaging design.