First there was “fast fashion,” now here comes “pasta fashion,” as Barilla is teaming up with denim brand Parasuco for a limited-drop clothing capsule.
Titled “Moda” – the Italian word for “fashion” – the capsule comprises a pasta-themed ballcap, t-shirt and hoodie. The items were inspired by the heritage of both brands: Barilla, Italy’s number one pasta brand, and Parasuco, the nearly half-century-old fashion brand best known for its denim innovations.
Each item sports the same shade of blue on Barilla’s recently redesigned packaging, as well as the new Dal 1877 (“since 1877”) logo. The new packaging rolled out across Canadian retailers earlier this year, in time for the pasta manufacturer’s 145th year anniversary and the first time in 25 years that Barilla updated its look.
The drop is available through a daily “spin-the-wheel” instant win contest on the Barilla website. Until Sept. 18, Canadians have the chance to win the exclusive items. One grand prize winner will also receive a $1,000 Parasuco gift card, and a one-year supply of Barilla pasta.
“For 145 years, Barilla has been mastering the art of premium al dente pasta, while Parasuco has rocked the art of denim fashion,” says Gino Rulli, VP and general manager of Barilla Canada. “Through the collaboration of our two brands, we can give Canadians a taste of two core pieces of Italian culture – food and fashion – while partnering with a company that shares similar values of craftsmanship, premium quality, and authenticity.”
The effort is promoting Barilla’s tagliatelle and pappardelle premium pasta shapes. In addition to the new packaging, the premium cuts are packaged in “nests,” reminiscent of the ones fresh, home-made pasta are placed in after they are made. The packaging innovation was done “to meet growing consumer demand for restaurant quality food at home,” the company says.
Barilla’s most recent global campaign work is around the concept of getting together, with the tagline that it’s “the recipe for togetherness, since 1877.”
Zeno Group is providing PR support.
