barilla

barilla

Project Alex Zanardi sponsorship and activations.

Barilla A worldwide brand of high quality Italian food products and Italy’s number one pasta producer.

Issues and Challenges Barilla was looking to facilitate the introduction of their brand in the US via an Italian ambassador that shared the same family values and had a strong credibility with the US consumer.

A strong relationship between Zanardi and Barilla developed through STUDIOMILANO, after Zanardi’s tragic racing accident Barilla wanted to continue with their relationship and support through a program restructure.

service: MARKETING / STRATEGIC ALLIENCES / EVENT MANAGEMENT

Our Involvement STUDIOMILANO introduced the idea to Barilla of sponsoring F1 and IndyCar multiple champion Alex Zanardi. Sponsorship activations embraced a variety of tasks, and it included the US publishing and marketing of Alex Zanardi’s autobiography book following the horrific racing accident in which he suffered the loss of both legs. Negotiations of the book and life rights are currently under way for an inspirational feature film.

Results During the first year of sponsorship Barilla’s brand recognition in the US market increased significantly. The partnership with Barilla and Zanardi is one of the company’s most enduring marketing relationships and continues to be strong to this date.

barilla SPONSORSHIP ACTIVATIONS & PUBLIC RELATIONS

Promotional Activities

Ambassador at NYC MarathonBranding

AutobiographyBest Damn Sport Show Period Fox Sports

Late Show with David LettermanCBS

www.studiomilano.com