Pubblicità del passato...come si è arrivati all'attuale Brand Equity Barilla

Volevo segnalarvi la simpatica iniziativa della collega cilieginasplit che nel suo blog CreativeLab ha deciso di raccontarci ogni settimana la storia di una pubblicità del passato, commentandola con occhio critico e in modo costruttivo. Lei scrive: "Se è vero che la pubblicità è qualcosa di contingente, deve essere sempre nuova, superarsi continuamente e, a volte, precorrere perfino i tempi, è anche vero che le esperienze del passato sono sempre cose a cui possiamo guardare e da cui possiamo imparare. Il passato è la base che conforta e incoraggia a svolgere meglio attività che sempre più domandano un notevole apporto di invenzione e innovazione".
Questa settimana è il turno di Barilla. Nel 1987 uscì lo spot che vedeva protagonista una bambina dall'impermeabile giallo che tornando da scuola, sotto una pioggia battente, incontra un gattino abbandonato che decide di portare a casa con se.



Il target di riferimento è la famiglia. La pasta diventa la protagonista indiscussa che ben si inserisce all'interno di un contesto famigliare caldo e accogliente in cui anche il piccolo gattino trova subito un posto dove vivere. Non ci sono dialoghi, ma solo una voce fuoricampo che legge il pay off finale: dove c'e Barilla c'è casa.

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