Relaunch the smooth penna in the market, debunking its false myth
Challenge
Pasta Armando has relaunched the smooth penna in the market, a product that had fallen into disuse and did not exist in its assortment. The challenge was to debunk the false myth of the smooth penna and give maximum emphasis to the main characteristic of the product: that of retaining sauce thanks to careful bronze drawn.
A major revolt against the stereotype of smooth penna
SOLUTION
Through meticulous planning and the implementation of a digital strategy alongside an online and offline media campaign, Pasta Armando, together Alesandro Borghese, become the spokespersons for a major revolt against the stereotype of smooth penna.
The storytelling and creativity embedded in this concept have successfully debunked, especially on social platforms, all the misconceptions surrounding smooth penna, showcasing 'La Più Liscia' as the penna of excellence — one indispensable in every recipe.
Key Facts
“With a product so good, a family so genuine, and a testimonial so beloved, it's easy for everything to go smoothly.”
Executive & Creative Director
Serviceplan Italy
Key Takeaways
#1
Relaunch a product through its authenticity.
#2
Employing a fun and captivating TOV to uproot a stereotype.
#3
Generating engagement and curiosity around a commonly used product.
Awards
Media Key Venice Award
Integrated Campaign Food
2024
Touchpoint Awards Strategy
Pressing
2023
