Dried pasta: it should be so easy to cook and yet somehow that delicious al dente texture of Italian restaurants so effortlessly perfect seems to escape even the biggest pasta lovers.
Let the pot boil for 30 seconds two or too little and it looks like you end up with overcooked porridge or a bowl of something crispy and inedible for dinner.
Fortunately, the Barilla pasta brand and Publicis agency have created a solution through a collaboration with Spotify that will see the release of branded playlists designed to last exactly as long as you need to cook your pasta.
The activity, titled “Playlist Timer,” is a series of eight playlists timed to match the perfect cooking time for shapes such as spaghetti, linguine, fusilli and penne.
The genres of music include pop, hip hop, indie, and past hits covered by Italian artists. Consumers simply need to boil the pasta, press play, and drain it when the music stops.
Playlist titles include “Mixtape Spaghetti”, “Boom Bap Fusilli”, “Pleasant Melancholy Penne”, “Moody Day Linguine”, “Top Hits Spaghetti”, “Best Song Penne”, “Timeless Emotion Fusilli” and “Simply Classics Linguine. “
You can listen to Barilla playlists here:
Barilla is next in a growing line of brands looking to connect the dining experience with the power of audio.
KFC in UK and Ireland plunges a toe into mindfulness trend developing a series of soothing sounds while recording fried chicken, simmered sauce and sizzling bacon.
Last year, cheese brand Castello and Mother London created a campaign that explores the relationship between sound and taste. As part of the advertisement, musicians performed and played the flavor notes of the cheese and played it while people were eating in order to intensify their senses.
World Creative Director Publicis WW: Bruno Bertelli
Creative Director Publicis Italy: Cristiana Boccassini
Executive Creative Director: Riccardo Fregoso
Associate Creative Director: Stefano Zanoni
Creative supervisor: Roberto Ardigò
Digital Art Director: Mattia Leporale
Digital editor: Jacopo Trotta
Director of Global Customer Service. David Pagnoni
Group Customer Service Director: Federica Papetti
Account manager: Dario Gambera
Head of Social Client Services and Strategy: Alessandro Bochicchio
Director of Strategy. Bela Zienman
Strategy Director: Monica Radulescu
Senior Strategist: Margherita Tuvo
Production manager: Francesca Zazzera
Main producer: Alessio Zazzera
Art buyer: Caterina Collesano