Marketing

Barilla's intelligent Spotify playlists final simply so long as you ought to be cooking pasta

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Dried Pasta: It should be so easy to cook, yet that delicious Al Dente texture that Italian restaurants make so effortlessly perfect seems to elude even the greatest pasta fans.

Let the pan simmer for 30 seconds, two longs or too little, and it seems like you've either overcooked porridge or a bowl of something crispy and inedible for dinner.

Fortunately, pasta brand Barilla and agency Publicis, in collaboration with Spotify, have developed a solution that allows the branded release playlists to last for exactly as long as you should cook your pasta.

The activity, titled “Playlist Timer”, consists of a series of eight playlists that are timed to the perfect cooking time for shapes such as spaghetti, linguine, fusilli and penne.

"Mixtape Spaghetti"

Music genres are pop, hip hop, indie and hits from the past that have been covered by Italian artists. Consumers simply have to bring the pasta to a boil, hit play and drain it when the music stops.

Playlist titles include "Mixtape Spaghetti," "Boom Bap Fusilli," "Pleasant Melancholy Penne," "Moody Day Linguine," "Top Hits Spaghetti," "Best Song Penne," "Timeless Emotion Fusilli," and "Simply Classics Linguine ". ”

You can listen to the Barilla playlists here:

Mixtape spaghetti
Boom Bap Fusilli
Moody Day Linguine
Pleasant melancholy penne
Best song Penne
Top hits spaghetti
Timeless emotion spaghetti
Simply Classics Linguine

Barilla is one of a growing line of brands looking to combine the dining experience with the power of audio.

KFC in the UK and Ireland got into the mindfulness trend by creating a series of soothing noises created by ingesting roast chicken, simmering sauce and sizzling bacon.

Last year, cheese brands Castello and Mother London launched a campaign that explored the relationship between sound and taste. As part of the advertisement, they had musicians interpret and play the flavors of the cheese and play them while people ate to intensify their senses.

LOANS:
Global Chief Creative Officer Publicis WW: Bruno Bertelli
Chief Creative Officer Publicis Italy: Cristiana Boccassini
Executive Creative Director: Riccardo Fregoso
Associate Creative Director: Stefano Zanoni
Creative Supervisor: Roberto Ardigò
Digital Art Director: Mattia Leporale
Digital copywriter: Jacopo Trotta
Global Client Service Director. David Pagnoni
Group Client Service Director: Federica Papetti
Account Manager: Dario Gambera
Head of Social Client Services and Strategy: Alessandro Bochicchio
Chief Strategy Officer. Bela Zienman
Strategy director: Monica Radulescu
Senior strategist: Margherita Tuvo
Production manager: Francesca Zazzera
Senior Producer: Alessio Zazzera
Art buyer: Caterina Collesano

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Jeffrey Rabinowitz