In February this year, Italy enjoyed the launch of ‘Nutella Unica’. 7 million Nutella jars were put on sale, each of them with a one-of-a-kind patterned label.
The interesting thing here is that each and every one of these unique patterns was designed by one algorithm.
The labels look just like pieces of very colourful and eye-catching art, featuring only the patterns and the Nutella logo, making these jars great collectable pieces (each jar is even marked with its own unique code for authentication purposes).
This clever advertising campaign was created by agency Ogilvy & Mather Italia and the campaign saw all 7 million jars being sold within a month.
Because of the campaign’s success, Nutella is apparently planning to release ‘Nutella Unica’ in some other Europen countries, so keep your eyes peeled!
Only one thing worries me about this project… Is this the beginning of the end for surface pattern designers?!?
Would love to hear your thoughts!