Unique!

“Tim & Maria”, “Darling”, “Marry Me!” – for four years now the fans of this Italian chocolate spread have been able to marvel at the names, statements or messages they themselves selected or make their loved one’s faces beam at the breakfast table. Via a dedicated microsite many personalised Nutella jars were designed and provided with the desired text in the customer’s personal favourite colour on the label.

Now, however, the days of words are over – to be replaced by art. With this change in mind and a development time of two years the sweets manufacturer has joined forces with HP and advertising agency Ogilvy & Mather Italia to launch a new campaign called “Nutella Unica” in its home country. To this end seven million Nutella jars were given special designs – meaning seven million different jars. Each one of them is unique. Dozens of patterns with thousands of colour combinations were calculated by an algorithm – despite this individualisation even the conventional production lines could be used – without any additional investment. Success did not take long to materialise – all the more as the market launch went hand in hand with a big marketing campaign complete with a prize draw. Within a month all the campaign jars were sold out and 10,000 videos were posted by consumers with their favourite jars.

The producer of Vodka Absolut also wanted its fans to feel special: “One of a kind. Millions of expressions” was the slogan they came up with to accompany the launch campaign for ‘Absolut Unique’. This way four million unique bottles were produced with the help of direct printing. Each one of them is too beautiful to be thrown away but perfect for showing off flowers or candles to their best advantage.