Page 17 - Sensory Power - Chinese

DE CECCO SPAGHETTI.

GENUINE, WITH CONVICTION.

Not all spaghetti is created equal. So, this tiny sensory detail, the final 5%
of product engineering, does so much
Take De Cecco. The brand prides itself to ensure the brand promise lands with
on its heritage and excellence, with a conviction (safeguarding trust).
history of producing pasta, using Without this small sensory nuance,
traditional means, for over 130 years. De Cecco would not be matching its
words with its actions.
The pack design accentuates this pride
and heritage beautifully. Consumers This example demonstrates beautifully
really believe that this is the brand of how it is possible to physically embed
spaghetti that Italian housewives reach and communicate valuable brand
for. equities in a powerfully consistent way
– even in categories considered to be
However, the real sensory power comes more commoditised.
from the spaghetti itself. What appears
to be a subtle but distinctive design BELLISSIMA!
detail – a slightly flattened spaghetti
with a subtle mottled effect – promotes
clear communication of a more
authentic brand.

“It’s made the traditional
way, you know when it goes
through the cutters. It’s not
mass produced like other
brands.”

This design detail reinforces the
brand’s credibility, passion and
individuality - equities that rivals
would fight hand over fist for!