WHILE THE WATER BOILS

THE CHALLENGE

Modern cultural and diet trends were causing a decline in sales of pasta, especially among millennials. Barilla wanted to use its position as the category’s leading brand to help that group of consumers think about pasta differently.

THE IDEA

Armed with a simple insight — millennials are a passionate generation. We developed a video series to help ignitie a passion for pasta, “While the Water Boils.” YouTube sensation and food “Passionista” Hannah Hart, the host of the show, met with cultural icons like Bill Nye, Rachel Zoe and Wanda Sykes to dish about life and the pursuit of their passions — all in the time it takes to prepare pasta.

THE RESULTS

1% year-over-year sales growth for pasta category and Barilla, the first time in many years
8.3 million+ minutes spent viewing the series on Barilla’s YouTube page and PassionForPasta.com in first season
150+% increase in YouTube subscribers
24M Views, 387K Engagements, 393M Impressions