In 2021, we worked on a complex rebranding project with Shebekinskiye, a Russian pasta brand. To shoot the ad spot, we invited Mike Matthews, a renowned British food director, who orchestrated the beautiful Pasta Disasters, an anthology of odd dishes with pasta.
The video did stand against all the rules of “normal advertising”: we broke spaghetti in half, drowned the pasta with ketchup, flushed the product down the sink. We also said nothing about the advantages of our brand VS the competitors. The brand name appeared only in the last 3 seconds of the spot. However, the video performed well at the testing; the audience seemed to like it.
It was released in January 2022. Shebekinskiye team kindly shared the post campaign results, so we are happy to share them with you as well. It turns out, Shebekinskiye has become the only brand within the category to demonstrate a positive dynamic of the key marketing indicators. Unaided awareness spiked, as well as customer loyalty, so it’s safe to say that the unconventional creative concept did its job.
Kudos to the brand team and their willingness to experiment. It totally pays off.