NUTELLA
TONGUE-TIED AT THE TASTE
When initially tasked with formulating an ad campaign in our Creative Portfolio class for Nutella, we struggled to come up with more than just “yum.” It was frustrating until we realized that this was to the brand’s benefit. Nutella is instantly recognizable as delicious and irresistible, communicating its case in point through brand name alone. We chose to paint Nutella jars paired with expressive copy to communicate the awestruck loop a taste of Nutella can leave you in, while also expressing that itself is a masterpiece. Whether you can’t get enough, find yourself at a lack for words, or get a little colorful, Nutella’s delectable taste is something we can all agree on.
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We decided the best way to cement Nutella’s masterpiece connection was to place Nutella with other works of art. We will place Nutella jars next to famous still-life paintings of foods that complement the delicious spread. While this mock-up uses AI, we would commission actual artists to create these paintings, both to support the art scene and to ensure that the installment has truly earned its place in the museum.
The installments will be sporadically showcased in different museums around the world. To make it even more interactive, Nutella will challenge consumers to find the Nutella masterpiece installations and enter to win a lifetime supply of Nutella. For further reach, Nutella will also host a sweepstakes for people who can guess what masterpiece Nutella will pair with next.
