We went to Gragnano, Italy, the birthplace of pasta and asked the local pasta lovers to try the product, and judge, “Pasta? Not Pasta?”

The results showed that 86% of the Italians surveyed judged that it was not pasta.

We released this data openly instead of hiding it.

The product was sold as “pasta not approved by Italians.”

1) Implementation

Movie launch & PR

2) Timeline

22nd June : PR Release, Teaser site open,Movie Launch

29th June : Product launch, Website open,PR

3)Placement

Youtube & SNS, and News media

Only a couple days after the product launch, we succeeded in making the product a hot topic with 16,000 retweets.

when we launched this, additional order was rushed and our several millions stock was gone in just a week. This promotion was unlike anything our client has ever experienced.

“Pasta not approved by Italians” has functioned as intended.