In 2017, Nutella Unica used an algorithmic design process to give seven million jars in an Italian campaign distinct, colorful labels. The designs came from combinations and transformations of patterns and colors—not from a method the available accounts identify as AI or machine learning.
How did Nutella make seven million different labels?
The campaign began with a collection of visual patterns and color combinations. Software generated variations by combining those inputs and transforming image areas—through operations such as rotation, zooming, and flipping—so the resulting graphics differed from jar to jar. The Drum’s 2017 campaign account describes dozens of patterns and thousands of color combinations; Wired Italia reported that the production used twelve patterns developed over two years. The Drum’s campaign account and Wired Italia’s report describe the process from different angles.
A label-industry report identifies HP Smartstream Mosaic as the software used to automate design generation and pass designs to digital printing equipment. That identification comes from trade reporting, not technical documentation of the campaign’s system. The label-industry account
From design inputs to a labeled jar
- Pattern and color inputs: Designers prepared patterns and color choices for the campaign.
- Automated variation: The software combined and transformed visual elements to produce distinct label designs.
- Digital printing: The generated designs were printed on Nutella labels.
- Individual identification: Campaign accounts say the labels received unique ID codes or serial numbers.
The sources describe an algorithmic combination process, but do not establish that the campaign used generative AI, machine learning, or a trained model. They also do not provide source code or detailed technical specifications.
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What the campaign reports—and what the numbers mean
The Drum’s 2017 Ogilvy Italy case coverage describes seven million different jars and says they sold out in one month. That sell-out is a campaign-reported outcome, not an independently audited sales figure. The sources consulted do not provide audited sales records or technical performance metrics.
Wired Italia reported twelve patterns, two years of production development, and three jar sizes at launch: 630 g, 825 g, and 1 kg. Those weights are historical details from the 2017 Italian campaign, not a statement of Nutella’s current product range. Wired Italia’s launch coverage
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What the unique ID did—and did not establish
The campaign reporting says each label carried an individual code or serial number. That supports the claim that the designs were individually identified; it does not establish that the codes provided authentication, anti-counterfeit protection, or any other security capability.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How the campaign reached consumers
Contemporaneous Italian coverage describes a launch spanning television, radio, web, and social media. The idea was to make a familiar, mass-market jar feel individual through its packaging, rather than to change the spread itself. Italian campaign coverage
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The seven-million figure, design workflow, and sell-out claim are therefore best understood as reported features of a specific 2017 Italian campaign. The 2017 jars should not be taken as evidence that the Unica labels are currently available.
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