As part of a new publicity campaign called 'Make Me Yours', Nutella invited people to personalise their label. They announced the campaign on their Australian Facebook page by posting a photo of a jar of the chocolate spread with the name blurred out.
"Something pretty exciting is coming…featuring you!" they captioned the image. Of course, the campaign backfired as some people created less than pleasant labels, including Hitler and Donald Trump designs. "Social media mistake made before, but brands never learn," commented one Twitter user.
"Although some people have chosen to use the campaign as an opportunity to create and post less than appropriate images online, most consumers have embraced it in the manner it was intended," a Nutella spokesman told Metro.co.uk.
Sources: metro.co.uk, mashable.com