Using a proprietary methodology called BlindFocus™, developed by our own Hoby Wedler, Ph.D., 120 Barilla employees were blindfolded and “blindfocused” to avoid distractions, thus letting the other four senses come to the forefront.
While blindfocused, the employees enjoyed a discussion of Barilla history, the story of Vero Gusto sauce, and a tasting journey of each of the four sauces alongside their hero ingredients. As a result, participants rejoiced in the experience of hearing, feeling, smelling, and tasting.
In the end, the employees said they felt a new level of loyalty, ownership, and passion for Barilla. They also mentioned that this experience equipped them to represent the brand more authentically and genuinely. As a bonus, the employees were also excited about their newfound blindfocused ability to describe Barilla products, and couldn’t wait to share with their colleagues and loved ones.
FOR KEY INFLUENCERS AND MEDIA
In collaboration with Edelman, Barilla’s public relations agency, we created and produced an experience for media and influencers from New York City, New Jersey, and Connecticut. It revolved around all five senses as well.
We traveled throughout Italy intending to discover as much as possible about hero ingredients and the regions where they grow. Under Hoby’s direction, this advanced expedition allowed us to create an impactful evening event that began with guests tasting Italian Prosecco in a stark white “waiting lounge” to deprive their senses.
Next, all guests were blindfocused and led–in complete darkness–into the event space, where they were seated at long tables. Hoby then took the guests through a journey of the sauces using all non-visual senses. Guests delighted in sound, taste, smell, and touch as they embarked on a tasting tour of Italy, examining each hero ingredient and its corresponding sauce.
While abroad, Hoby interviewed many stakeholders about the hero ingredients. At the experience, he played curated sound bites of those interviews and general sounds of Italy that the guests thoroughly enjoyed.
Once the tasting portion of the evening concluded, guests were prompted to describe their perception of the room before removing their blindfolds. Some of the words they used were: “empty,” “with high ceilings,” “hard surfaces,” “cavernous.” Yet, as soon as they removed their blindfolds, they were ecstatic to realize that they were sitting in a space that was beautifully decorated and with art installations in perfect harmony with the Vero Gusto line.
The guests further enjoyed the evening sipping cocktails inspired by–and crafted with –each hero ingredient as they sat in a chair made of fresh herbs representing the Mediterranean.
The experience was a joyful and well-received surprise for the guests, as none of them knew what to expect when coming in earlier that evening.
By creating a one-of-a-kind experience that involved all five senses, together with Barilla, we told an inspiring, memorable, and unique story of its new products that produced a ripple effect in impact and impressions brought about by the media and key influencers.
Ready to create an impactful experience for your audience? Contact us today, and let’s start a conversation.