Page 16 - Unlock Sensory Power
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DE CECCO SPAGHETTI.
GENUINE, WITH CONVICTION.
WITH AN INCREASINGLY THE PURSUIT OF CONVICTION Not all spaghetti is created equal. So, this tiny sensory detail, the final 5%
FRAGMENTATED MEDIA, Now is the time for brands to shift Take De Cecco. The brand prides itself on of product engineering, does so much
to ensure the brand promise lands with
HOW CAN BRANDS their development goals towards the its heritage and excellence, with a conviction (safeguarding trust).
creation of pack and prodcut
Without this small sensory nuance,
history of producing pasta, using
TRANSMIT EQUITIES TO experiences that totally reinforce the traditional means, for over 130 years. De Cecco would not be matching its
brand promise with conviction.
words with its actions.
MASS AUDIENCES? The pack design accentuates this pride
Sometimes all it takes is the and heritage beautifully. Consumers This example demonstrates beautifully
really believe that this is the brand of
how it is possible to physically embed and
smallest detail to mean exactly what
Well, it turns out that the way to engage you say to the consumer. spaghetti that Italian housewives reach communicate valuable brand equities
for.
in a powerfully consistent way – even in
our digital planet is not just digitally… categories considered to be more
This approach goes beyond liking in However, the real sensory power comes commoditised.
product development and testing, and from the spaghetti itself. What appears
acknowledges that products talk! to be a subtle but distinctive design BELLISSIMA!
detail – a slightly flattened spaghetti
A great example of how products talk with a subtle mottled effect – promotes
is found in the pasta category... 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.
These are all equities that rivals would
fight hand over fist for!
