BERTOLLI PASTA

Task

Design development for a new Bertolli pasta design in accordance with the positioning of the Bertolli brand in the mid-price segment of 'traditional Italian cuisine'.

Background

Bertolli is the market leader in the sauces segment in Germany. Based on this, the company decided to attempt a brand transfer into a new category. The new Bertolli pasta range appeared in March 2011 in selected countries and consists of 18 varieties of pasta.

Implementation

Launch: 2011

Roll-Out: 2011 | 18 products