To replace the more than irritating shrill ringing timer, Barilla has found a much more fun alternative. The Italian pasta brand has launched a series of playlists on Spotify, the durations of which correspond to pasta cooking times.
These eight playlists were developed for four different types of pasta. For the spaghetti, they last exactly 9 minutes. It’s 10 minutes for linguine and 11 minutes for penne and fusilis. What never to miss their cooking, on which Italians do not joke. Note that a Spotify premium subscription is necessary, otherwise advertisements are inserted between the titles.
Hip-hop, pop, classic songs … Each playlist, with quite explicit names (Mixtape Spaghetti, Best Song Penne …) has its own genre. There are Italian artists of course, but also international stars, such as Dua Lipa, Jay-Z, Harry Styles, Shawn Mendes, the Beatles and the Beach Boys.
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Barilla and Publicis Italia, the communications agency with which the company imagined this marketing operation, have thought of everything. Before the last song of each playlist, a voice indicates in Italian: “Hey, you are listening to the” playlist timer “. Control your pasta. After this last piece, they will be ready. Enjoy your meal !” A timely reminder if you were ever swaying your hips to the sound of music …
