Nutella used an algorithm to create seven million new label designs for its packaging. Every label was only used once and consumers who bought one, now own a unique piece.
Nutella Unica
The campaign’s goal was to make Nutella “unique and expressive as the Italian people”. Hiring designers to create seven million labels was not possible and that is why the company used an algorithm. The Nutella Unica campaign was a resounding success, because it sold out within a month. Apparently, the company is now planning to expand the campaign to other European countries as well
The success comes at a time when Nutella and other palm oil-based products face increased scrutiny. The European Food Safety Authority said palm oil should be considered a potential health risk when it has not been processed in the proper manner. Earlier this week, parent company Ferrero won a court case against Delhaize after the latter had launched an ad campaign pointing to the dangers of palm oil.
