LAUNCH - BARILLA PASTA FROM LEGUMES

The difficulty of a new product is getting into the consciousness of consumers and retailers. For the product launch of Barilla – pasta made from legumes – UGW on the one hand designed the secondary placement in the store, i.e. the display, to generate attention. On the other hand, it also took on the design of sell-in materials, such as the sales folder and a print ad in the trade press, to convince retail partners of the launch.

The key visual provided served as the starting point for the eye-catching natural design of the innovative pasta (detached from the classic Barilla CI in characteristic blue) and provided the basis for the display and sell-in materials. Part of the task was to integrate the communication of a free gift into the display, which was also played at the PoS. For the sales folder and the print ad for the trade press, the focus was primarily on the trade approach with product presentations and marketing package as well as the sell-in argumentation.

The plug-in poster is modular and can be exchanged at will. This resulted in cost-saving production while still ensuring a uniform appearance at the PoS. The product benefit “naturalness” was emphasized in the sales folder through the use of sand varnish and the resulting haptics as well as the uncoated paper. Thus, all designed elements show a high recognition with the retail partner and the shopper and play the theme of naturalness on all levels.