The campaign packaged seven million jars of Nutella with one-of-a-kind and colorful computer-generated artwork

A recent Nutella campaign captured the hearts of Italians with colorful jar packaging—and sold out within a month. Ferrero, the manufacturer of Nutella, worked with Ogilvy & Mather Italia on the Nutella Unica project, which aimed to express uniqueness and individuality with seven million uniquely packaged jars.

Ogilvy & Mather used an algorithm that created seven million different designs based on colors and patterns in a database. These designs were then printed for the jar labels.

A video ad shows Nutella lovers holding their own unique jars, suggesting that each graphic identity represents the individual customer.

Nutella Unica

A recent Nutella campaign captured the hearts of Italians with colorful jar packaging—and sold out within a month. Ferrero, the manufacturer of Nutella, worked with Ogilvy & Mather Italia on the Nutella Unica project, which aimed to express uniqueness and individuality with seven million uniquely packaged jars.

Ogilvy & Mather used an algorithm that created seven million different designs based on colors and patterns in a database. These designs were then printed for the jar labels.