An Algorithm Designed Millions Of Unique Labels For Nutella Jars
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.
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Joe Gebbia is a multi-disciplinary designer, creative entrepreneur, and global explorer. He is the co-founder and CPO of Airbnb, which began in 2008 out of the necessity to pay his rent. What started as three airbeds, a pop-tart breakfast, welcoming hosts and an insider’s guide to the city, is now a global phenomenon of hospitality, human connectivity and economic stimulation. Gebbia works across a variety of disciplines including industrial design, print and digital experiences. With an eye for simplicity and an appreciation of craft, he leads the team in creating imminently marketable products. The results are cutting edge yet useful tools that impact the user’s experience from the moment of online contact to the end of their physical stay in Airbnb listings around the world.