ABOUT

BACKGROUND
The brief, from Barilla, was to create a pioneering cross-category food brand dedicated to health and well-being. Reflecting the brand essence ‘secrets to a longer life’, the photographic styling strikingly communicates the health benefits of each product – heart, intestines, antioxidant and immune defence. Products include bread, biscuits, cereal, tea and fruit drinks.

STRATEGY
To launch the new product range, a temporary Alixir Food Lounge was launched in Milan and Rome to provide an informative and interactive space in which to learn
about the brand benefits and purchase samples. In-store activities included seminars with nutritionists and interactive questionnaires to create bespoke diet plans. The launch campaign also included a campaign through press, TV adverts, radio adverts and a website.

SOLUTION
The products works on the inside to make you look and feel better on the inside. We positioned Alixir around the thought ‘Nourish Your Life”. Reflecting this brand essence, the photographic styling strikingly communicates the health benefits of each product – heart, intestines, antioxidant and immune defence.