Everyone describes Panettone differently, making it impossible to explain in one clear description. Instead of hiding this, we launched the world's first indescribable product by taking dozens of real descriptions of Panettone from samplings and social media and printing them as the product descriptions on our bold new packaging.
We created a cookbook and recipe video using recipes named after people's descriptions.
We displayed people's quotes in real time on our Times Square billboard as they described Panettone at a nearby sampling.
