Barilla | Gold Box Medals
While the world has its eyes on the Olympic athletes performing at the top of their game, Barilla Protein+ wants to recognize everyday athletes – with something that not only celebrates their active lifestyles, but fuels it.
Challenge
Launch a bold activation for Protein+ pasta that drives awareness, educates and earns attention with our audience, the everyday athlete.
Gold Box Medals
Right before the summer Olympic games, we created wearable Gold Box Medals, filled with actual Protein+ pasta, and sent them out to over 100 influencers, celebrities, athletes and media contacts, with hopes that they’d share on social.
…and they did.
Gold Box Mailer
In a nod to sports and awards ceremonies, we’ve used a stadium style mailer box with podium tray to hold the medal.
The monochromatic exterior makes unboxing more exciting, when the colorful illustrations of the interior are revealed, along with all the personalized touches and the medal.
Impressed with the quality and uniqueness of the mailer and its contents, as well as the extra effort of personalizing each mailer, drove our recipients to share content on social.
Mailer Details
Monochromatic mailer with Protein+ blind emboss
Monochromatic mailer with Protein+ blind emboss
Monochromatic belly band with ribbon pattern on reverse side.
Sample custom letter included in each mailer
Stadium style mailer, with custom illustrations on interior that represent various activities our recipients were into
Stadium style mailer, with custom illustrations on interior that represent various activities our recipients were into
Stadium style mailer, with custom illustrations on interior that represent various activities our recipients were into
Stadium style mailer, with custom illustrations on interior that represent various activities our recipients were into
Semi-transparent acrylic cover with white customized activities printed
Top tray of mailer that holds the medal in place
Top tray of mailer that holds the medal in place
Medal display, once acrylic cover is removed
Medal detail
Another example of a medal in mailer, top down view
Under medal, where you lift the tray to find more goodies
Swag and products under the medal tray
Media Event
In addition to the Gold Box Medals and mailers, we also threw an interactive media event to celebrate everyday athletes.
The Balancing Act Brunch
Barilla teamed up with former gymnast and 4x Olympic gold medalist, Shawn Johnson, to host The Balancing Act Brunch, an interactive media event to celebrate everyday athletes and spread awareness that Protein+ pasta fuels your everyday wins.
Event Branding
We created a cohesive brand experience inside and outside of the event, and elevated the Protein+ brand by giving it purpose, energy and excitement.
The 17-Minute Workout
Curated and led by Shawn Johnson, our media guests participated in a 17-minute workout, in a nod to Protein+ pasta’s 17 grams of protein per 3.5 ounce serving.
