BrandingRiviana — American Beauty

Rebranding American Beauty Pasta

Riviana foods, the second largest pasta and rice company in the US, asked Traction to help them revitalize their largest pasta brand, American Beauty, with an updated identity, packaging, and campaign.

Pasta pragmatism

Most consumers don’t deeply consider their pasta choices. Our strategy was to shift from expected path of highlighting benefits and elevate the brand to be centered around upbeat optimism—what is more American than that?

Finding a silver lining

We updated the brand identity and packaging to be more modern and inline with consumer expectations. Then we created a cross-media campaign to speak directly to the often ludicrous nature of life and it’s complications.

Made to stick (to the wall)

  • Over 5mm video views across digital and social
  • 95% completion rate
  • 10% lift in Amazon channel sales
Rube Goldberg
American Beauty Packaging
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