Nutella has unveiled a series of digital films with brand endorser actor Ranveer Singh to celebrate its 60th anniversary. Additionally, the company has launched a celebrative line of 11 limited-edition jars on this occasion to nurture the emotional bonding with all generations and diverse personalities.
As per the company, each jar in the limited-edition collection represents a character. The 11 persona jars aim to share smiles among our loved ones and are labelled, representing different facets of consumers’ personalities including The Captain, The Best Friend, The Photo Maker, The Pet Lover, The Boss, The Fashion Icon, The Chef, The Explorer, The Superhero, The Rockstar and The No. 1 Fan.
Talking about the campaign, Zoher Kapuswala, marketing head, Nutella, Ferrero India, said, “For 60 years, Nutella has been a part of millions of households, spreading smiles and creating cherished memories. Through the campaign, we continue to celebrate 60 years of Nutella, by inspiring our consumers to give the most relevant jar to their loved ones or even themselves. These limited-edition iconic persona jars will instantly remind us of someone in our life who represents a persona and will create a spontaneous gifting moment.”
Through the films, the actor asks viewers to spread smiles while showcasing all the 11 jars, resonating the jar labels to himself and his loved ones. For instance, he relates himself as ‘The Fashion Icon ‘and ‘The Rockstar’, his mom as ‘The Chef’ and dedicates ‘The No.1 Fan’ jar to all his followers. He also encourages the audience to scan the QR code on the jars, where they stand a chance to win an exclusive Nutella jumper and can dedicate a virtual jar with a message to their loved ones.
As part of the new campaign, Nutella has also launched an on-pack promo wherein consumers can scan the QR code on the lid of the jar, which will lead them to the website, where they can enter the contest and choose a jar that most accurately represents their persona.
Moreover, 200 winners will receive an exclusive Nutella 60 years jumper, and nearly 2000 winners will receive vouchers. These limited-edition jars will be available across India.