New & NowProduct Design

The Funky, Unique Nutella Jars That Took Over Italy

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Earlier this year, Milan-based design agency Ogilvy & Mather partnered with Nutella manufacturer Ferrero to unveil its “Nutella Unica” jars. The agency created an algorithm that generated 7 million unique permutations of Nutella jars, from an assemblage of various patterns and colors. Ferrero sold these jars in Italy throughout the month of February; they sold out within a month.

These cosmetic alterations add character to the otherwise straightforward, lily-white Nutella packaging. Some look like Lilly Pulitzer designs; others are more kaleidoscopic. Due to the success of the campaign in Italy, Ogilvy & Mather and Ferrero have decided to sell these jars elsewhere in continental Europe, beginning with France.

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No word on whether these jars will hit the States, I’m afraid, for the foreseeable future. A shame. I could stare at this packaging for days.

Tags: nutella