Nutella Travels Through Time to Celebrate 59 Years of Shared Moments

Nutella releases the new 'Nutella Con te' limited edition, signed by Ogilvy Milan: an entire collection of beautiful moments we shared during the 59 years of life of the brand, starting from 1964, the year Nutella was born. A collection meant to inspire optimism, reminding everyone there’s always a reason to smile, it just takes a closer look at those moments that make life better for everyone. The collection is made of 59 jars, each one individually crafted and telling the story of the year it represents.

The jar is just the beginning of a whole brand experience, thanks to a QR Code that leads people to discover every story on the website, narrated by contents and pictures provided by Ansa, the Italian National Associated Press Agency.

Furthermore, users can enjoy every year’s vibe thanks to its official playlist: every jar has a dedicated playlist on Nutella’s Spotify channel, with 20 songs that represent that year’s mood. 

The whole operation is launched by a TV film, out October 17th, narrating a collective breakfast where Nutella and optimism provide a link between different years, and a social campaign.

“A new collection is a new story to write together with Nutella" says Giuseppe Mastromatteo, president and chief creative officer at Ogilvy "with whom every year we renovate an important moment, an occasion to reinforce its link with its customers, but most of all an opportunity to explore new digital horizons, where technology is at the service of a brand message.”

“The partnership with Nutella is more and more consolidated by projects that get more ambitious every time" commented Roberta La Selva, CEO Ogilvy Italia "and to us, working on the impact a brand can have on people’s everyday lives is a continuous yet exciting challenge.”