Nutella: Nutella Gemella

Hazelnut spread brand Nutella drove brand equity and engagement among Italian millennials with a promotion that brought people together to encourage openness to diversity.

Campaign details

Brand: NutellaBrand owner: FerreroAgency: OgilvyCountry: Italy

Executive summary

Nutella Gemella (‘twin’) was more than a simple promo, but a true brand experience based on gamification. A total of 3.2m twin jars were distributed all over Italy as the challenge to find your twin was launched.

Besides encouraging participation and driving sales, Nutella Gemella, was able to nurture brand equity and convey an important message: in a divisive world, there is always something that unites us. Thanks to these jars, people could show their openness towards others.

Market background

Nutella is a...

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