Barilla – new brand positioning and global campaign by Publicis

Ads, Creativity

Barilla repositions itself on a global level with a new Global Brand Campaign signed by Publicis Italy, which puts emotions back at the core of its communication and marks a new strategic path for the brand worldwide.

As in the memorable campaigns of the past, the brand speaks to people’s hearts giving a special value to a dish of pasta prepared for someone. It’s not only an attention, it’s not only taking care of those close to us, in the new Barilla film, preparing a dish of pasta becomes a way to communicate what we usually cannot say with words. Hard-to-pronounce statements like “I love you”, “I missed you” or “Sorry, it’s my fault” can be demonstrated with a dish of pasta.

The new Global Brand Campaign will be launched in 40 countries and brings together classical stories with a highly contemporary flavor. The relationships show today’s families, each with its own distinctive character, difficulties and diversity. The new payoff is “Barilla. A sign of love” and it will be exactly these signs that will let the protagonists of the stories find each other, communicate and feel a little bit closer. 

The film is signed by Saverio Costanzo, a film director known to the general public for having directed the Italian-American TV series “My Brilliant Friend” and for the film “The Solitude of Prime Numbers”, for which he was nominated for a David di Donatello Award. To enhance the emotional impact of the film, the music of “Beautiful that Way “by Noa, was chosen as a reinterpretation of the soundtrack of the Oscar-winning film “La Vita è Bella”. 

Gianluca Di Tondo, Global Chief Marketing Officer at Barilla:

“This new global brand position marks an historic moment for Barilla. The brand has managed to rediscover the classicism of its most iconic campaigns, while adapting it perfectly to the challenges of our time. Today we all need to feel more human, closer, and a sign of love can make all the difference”.

Barilla announces the strategic and creative partnership with Publicis Italy at a global level for the creation, data strategy and production of communication campaigns in the pasta and ready-made sauces categories.

Cristiana Boccassini, Chief Creative Officer at Publicis Italy:

“It is a privilege to work with Barilla, one of the most loved and well-known Italian brands in the world, with an extraordinary history that continues to evolve, always leaving its mark. It is a love brand with which we feel we have a unique affinity in terms of values and growth path, and we are more than happy to support our client facing a new exiting global challenge.”

The new Brand strategic positioning will come to life in a new communication platform involving all brand’s touch points (digital, social, out-of-home, retail).