Quick Overview
Nutella’s manufacturer Ferrero partnered with Ogilvy & Mather Italy to create Nutella Unica, an AI-driven campaign that generated 7 million unique jar labels using an algorithm pulling from thousands of color and pattern combinations. Each jar featured a distinct design, making every product a collectible piece of art. The campaign launched in Italian supermarkets with online and TV promotion, resulting in all 7 million jars selling out within one month.
Ferrero (Nutella)
Company Size
~40,000 employees
Revenue Range
$15B+ annual revenue
Primary Challenge
Creating personalized packaging at scale to boost consumer engagement and sales
Key Metrics
\- 7 million unique jar labels generated\- 100% sell-out within one month\- High consumer excitement and brand bonding
The Problem
Traditional packaging lacked personalization and limited consumer engagement
The Solution
Developed a custom AI algorithm using a database of patterns, colors, and design elements to produce millions of unique, brand-aligned labels
Results
\- Massive consumer demand and sell-out\- Elevated brand experience and loyalty\- Campaign widely praised for innovation and creativity
“We think Nutella can be as special and expressive as every single one of its customers.”
Ogilvy & Mather Italy spokesperson
Details
Industry
Retail & E-commerce
Departments
Marketing & Content
Creative & Design
Use Cases
AI Image Generation
Tags
GenAI
Time-Saving
Marketing Teams
Scalability
AI Tools Used
No items found.
Sources
https://www.creatopy.com/blog/examples-of-ai-in-marketing/https://www.inc.com/betsy-mikel/can-robots-do-the-job-of-designers-nutella-gives-it-a-whirl.htmlhttps://www.dezeen.com/2017/06/01/algorithm-seven-million-different-jars-nutella-packaging-design/https://www.fooddive.com/news/algorithm-designed-nutella-jars-cause-marketing-buzz-and-buying-frenzy/444372/https://creativepool.com/magazine/leaders/7000000-jars-of-nutella-designed-by-an-algorithm.14505https://consumergoods.com/one-seven-million-linking-ai-design-get-products-market-faster-and-more-easilyhttps://www.showmetech.com.br/en/nutella-packaging-algorithm/https://futurism.com/an-algorithm-designed-7-million-one-of-a-kind-labels-for-a-nutella-campaign
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