People are drawn to packaging that speaks to their unique values, traditions and culture. Nutella created collectible label designs to appeal to the individualistic streak of their Italian market. They created an algorithm that designed seven million unique packages. The jars were sold through Italian supermarkets and supported by online and TV ad campaigns that showcased the new packaging.

All of the jars sold out in a month and average post reach was 3 million, with over 10,000 user created videos.