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Brief Published: 14 Jun 2017

Algorithm-Derived Packaging


Italian chocolate spread brand Nutella has used an algorithm created by US IT company HP to produce seven million unique packaging designs for its jars, as part of a project called Nutella Unica.

Produced in conjunction with advertising agency Ogilvy & Mather Italia, the algorithm pulls from a database of dozens of patterns to create one-off designs that cover a limited collection of jars for the Italian market. Each jar, while containing the iconic Nutella logo, is also stamped with its own individual code that can be authenticated by collectors. The project ran alongside a TV and online ad campaign in Italy, and sold out of all seven million jars in one month.

Thanks to the project's success, Nutella is reportedly launching the algorithm-designed packaging in several other European countries including France later this year.

This follows several other packaging-based campaigns from the brand, including the opportunity for consumers to customise their own jars with names or other words of their choice.

For more on innovation in the packaging space, see Packaging Futures 2016-17: Digital, Contextual Packaging Trends and Brand Stretch: Elastic Food and Drink Development.

See also Chocolate Trends 2016 for more on the evolving chocolate realm.