Customization as the key to success

The world of communication is characterized, among other things, by an ever-increasing difficulty in getting capture the consumer's attention if only for a few seconds. So there aren't many examples of successful campaigns that have stuck in the minds of the general public.

Nutella, which can be characterized as a love brandin 2018, presented the "Nuttella unique, just like you!" campaign. In a nutshell, the campaign consisted of launching more than a million bottles, all of which had the singularity of being unique and personalized. The bottles also had the particularity of being on the market for a short period of time.

O success of the campaign can be explained by the fact that there is a clear concern with personalization and valuing each consumer. Contrary to what is customary, the brand preferred to value the individual and give them, however symbolically, a product that was exclusively theirs. The result was, unsurprisingly, an excellent reaction from consumers.

In a market where valuing the consumer in particular is increasingly difficult to execute, this is a good example of how a brand present in dozens of countries can do it.