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...