Packaging and user feedback. Several pasta producers highlight the cooking time on the packages as asked by consumers.
Packaging and user feedback. 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.Spaghetti, bucatini or striped penne 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.
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