A failed campaign can

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Already in 1963, it had attempted to conquer the Chinese market with an exhilarating slogan “ Come to life with Pepsi ”. Due to the literal translation not being suitable for the context it was intended for, a country steeped in traditional values ​​was approached with a deplorable slogan that was completely at odds with its origins: “Pepsi brings your ancestors back from the dead”. A truly unwise move!

Giovanni Rana's Chocolate Ravioli: From Failure to Success
It's also true that you can learn from your mistakes !

become monstrously excellent if analyzed and scaled down telegram number data taking into account the potential that it did not show, but above all by preparing and guiding the public towards the novelty.

What happened 10 years later to Giovanni Rana's chocolate tortellini?

Before

In 2009, Giovanni Rana's new product was called "Tortelli al cioccolato". After launching the chocolate shortcrust pastry, an innovative product for the range offered to the public up to now, the new tortelli were defined by the manufacturing company itself as " an unexpected first course ", sold in the refrigerated section next to the traditional savoury ravioli, offering chocolate in the dough and in the heart of the tortelli.

The packaging of the sweet tortelli reflected the color of the chocolate, with the figure of the entrepreneur who “put his face on it” (as was the custom) and a gold band as a synonym of excellence.