Packaging and user feedback. Several pasta producers highlight the cooking time on the packages as asked by consumers.
Packaging and user feedback. Although it may not always be evident at first glance, every winning packaging is tailor made for its target audience. The main example is that of pasta, which has made it to the news these days.
Beyond the looks, customers have always complained of not being able to immediately find the indication of the cooking time. The magic number ended up in a small corner at the bottom of the back of the package, with a super-small font size and in a color that did not stand out.
“Just give me a minute,” said an old song by the Pooh band. This is exactly what Italian consumers shouted at the most well-known pasta brands. How many minutes of cooking do the most popular formats in Italy need? The peaceful protest has trended on social media and the brands have responded in a timely manner.
Are we really interested in knowing the “scientific” name of that particular type of pasta with the recommended recipes on the side of the package? What is the first element that catches our eye while the water is boiling, the coarse salt has been sprinkled and we pour a generous quantity of spaghetti into grandma’s pot? Oh yes, the infamous cooking minutes. Let’s face it, Italians are quite demanding on this aspect and we hate overcooked pasta thrown down with water, maybe even split in two “American style”. Spaghetti, bucatini or striped penne (preferred to the smooth ones) must be strictly al dente. So why is this information hidden from the gaze?
The revolution was initiated by the Garofalo pasta factory. On the occasion of the international pasta day, aka #worldpastaday, the so-called BIG MINUTES MOVEMENT convinced the well-known manufacturer to launch a limited edition for the benefit of the cooking minute seekers. The preparation time now appears in the top center of the pack in large font type, Mr Magoo-proof, following an idea of the promoter Matteo Bocciarelli. The payoff of the campaign “we made it big” was particularly successful.
The first to point out that this gap could be transformed into an opportunity was Marco Faccio of the Hub09 agency in Turin, who had launched a series of revised pasta packs mockups with user-friendly preparation time display. The affair escalated quickly. The small Tuscan pasta factory Fabianelli launched its campaign with large numbers, while Riso Gallo and Findus seized the day in full real-time marketing style, to underline how forward looking they were by printing the cooking time very evidently.
Who will be next to zoom in 16x on the cooking minutes to enhance the Italian culinary excellence? You can report it to us, should we miss it.
Do you have any packaging in preparation for which you want to test different versions for your target audience? You are in the right place. Create one or more prototypes, even single samples, set up your focus group, A / B test or similar and we will be happy to assist you in the production of the winning format for your products.