Barilla presents global communication strategy 2021
With a new global communication strategy "A sign of love", Barilla wants to find its way back to the emotional voice. With the new commercial by Italian filmmaker Saverio Costanzo, Barilla is bringing the emotional value of pasta back into awareness - as a way to show one's feelings even without words.
Where words fail and feelings are difficult to express - as with "I love you," "I'm always here for you," or "Nothing can separate us" - something as simple as a plate of pasta becomes an emotive and important message of love. This narrative is at the heart of the new brand film that represents Barilla's new manifesto. The film answers the question "How can we show our love without words?" through different stories. They give a whole new meaning to a plate of pasta prepared for a loved one. The same stories are also taken up by the integrated global campaign, which will be launched in 40 countries from mid-April - including Switzerland.
New interpretation of "La vita è bella" as a soundtrack
To underline the emotional power of the new message, the song "Beautiful that way" by Noa was chosen as the soundtrack, a reinterpretation of the soundtrack of "La vita è bella", the 1997 Italian film directed by Roberto Benigni. The song is intended to bring back the warm, old-fashioned feeling that has been characteristic of Barilla for a long time and is to be the focus again.
"A historic moment for Barilla"
"This new global narrative is a historic moment for Barilla. The brand has rediscovered the message of its classics, of its previous campaigns that are true icons, while perfectly applying it to the challenges of our time," Gianluca Di Tondo, global chief marketing officer at Barilla, was quoted as saying in a Barilla statement. "Because today we all want to feel humanity and closeness, and a sign of love can do just that."
In Switzerland, the 60-second spot by Saverio Costanzo will be shown on TV from mid-April to the end of May, and online and on various social media platforms until mid-June.
