Nutella Con te (With You) is an activation that amplifies the positive attitude of the brand through an experience that starts from the very first point of contact with the brand: the jar.  

People tend to notice and remember only the bad news. So to convince them every year can also have a positive side, Nutella created a limited edition of 59 jars, each one individually illustrated, each one representing a year since Nutella was born in 1964, together with one of the positive news that changed our lives for the better and that we may not remember. Scanning every jar, people could land on a website to know more about those events, with original news from ANSA, the national press agency, and listen to the best tunes of the chosen year thanks to dedicated Spotify Playlists.

The collection allowed a very wide audience to feel represented, both by choosing the year that was most relevant to them, and choosing the good news that represented their best memories.

Individuals of any age and families had the chance to create their own collection of good memories to remember their best moments in life and look at the future with positivity.

The limited edition was available for three weeks in stores all over the country in October, the moment of the year people are more likely to buy Nutella since the weather gets colder, and launched via a campaign featuring Tv Ad (20”), a digital and social campaign.

The limited edition was the most successful one in Nutella’s history, growing purchases by 16.5% during the 3 weeks of activation, compared to the previous years: the average purchase for family set a new record with around 5 jars per purchase. For the 3 weeks of activation, the jars were the talk of the town, with more than 2k spontaneous comments, 92.5 impressions on the digital campaign, 15million views of the video, and 1.554 hours of plays on Spotify (with no dedicated budget). The collection contributed to the outstanding 95% positive sentiment towards the brand.