BARILLABARILLAThe firm born in Parma signed the The firm born in Parma signed the

history of Italian families history of Italian families in the last century. in the last century.

Pietro Barilla Pietro Barilla had the great intuition: had the great intuition:

transforming transforming the humble pasta into a cult food, the humble pasta into a cult food,

the symbol of genuine life. the symbol of genuine life.

Le origini, 130 anni faLe origini, 130 anni fa

• In 1877 Pietro Barilla opens his first bakery In 1877 Pietro Barilla opens his first bakery in Parma, the land of mills and wheat. in Parma, the land of mills and wheat.

• The ambitious entrepreneur wants its The ambitious entrepreneur wants its bakery to become a real firm.bakery to become a real firm.

• In 1905 he produces 25 quintals of bread In 1905 he produces 25 quintals of bread and pasta.and pasta.

• Three years later he’s in Rome during the Three years later he’s in Rome during the Esposizione Internazionale dell’Industria Esposizione Internazionale dell’Industria Moderna. Moderna.

• In 1910 the family opens the first non-stop In 1910 the family opens the first non-stop production emplying 80 workers.production emplying 80 workers.

• The famous brand name Barilla was born. The famous brand name Barilla was born.

• The importance of marketing and advertising The importance of marketing and advertising communication become a priority since 1916 communication become a priority since 1916

• They get to overcome the strong economic They get to overcome the strong economic difficulties between the two wars.difficulties between the two wars.

To increase sales, Barilla points since To increase sales, Barilla points since the beginning on the beginning on

• QUALITY QUALITY

• ADVERTISINGADVERTISING

• In 1950 Pietro Barilla goes to In 1950 Pietro Barilla goes to America to study marketing and he America to study marketing and he falls in love with tv ads. falls in love with tv ads.

CaroselloCarosello

• Since the end of the 50’s Pietro Since the end of the 50’s Pietro Barilla chooses famous italian actors Barilla chooses famous italian actors and directors as protagonists of his and directors as protagonists of his advertisementsadvertisements

• During the era of economic boom, During the era of economic boom, Italians buy products not because they Italians buy products not because they are necessary, but as objects of their are necessary, but as objects of their status symbol. status symbol.

• Women have more time for themselves Women have more time for themselves and their image is now transformed.and their image is now transformed.

Women changeWomen change

• The old housewife becomes a The old housewife becomes a modern woman taking care of her modern woman taking care of her house and children, but also of house and children, but also of herself. She has therefor less time for herself. She has therefor less time for the house!the house!

• Pietro Barilla adresses to a modern Pietro Barilla adresses to a modern emancipated woman who wants to emancipated woman who wants to cook healthy food for her family.cook healthy food for her family.

The crises in the ’70The crises in the ’70

Pietro Barilla is obliged to sell his industry Pietro Barilla is obliged to sell his industry to the american multinational enterprise to the american multinational enterprise GraceGrace

• In 1979 Pietro Barilla succeds in re-buying the In 1979 Pietro Barilla succeds in re-buying the firm.firm.

• Today Barilla represents 25% of the american Today Barilla represents 25% of the american market.market.

• Another key word:Another key word:

TRADITIONTRADITION

The slogan :The slogan :

• ““Dove c’è Barilla c’è casa” in ItalyDove c’è Barilla c’è casa” in Italy

• ““The choice of Italy” in the StatesThe choice of Italy” in the States

• ““Les pLes pââtes préférées des Italiens” in tes préférées des Italiens” in FranceFrance