Barilla and Marie Kondo Give Pasta Boxes a New Purpose

In celebration of Global Recycling Day, Barilla and Marie Kondo are set to inspire sustainable living with the creative and inventive reuse of pasta boxes, empowering individuals to make a positive impact on the environment, as a sign of love for the planet.  

Recent research has highlighted the significant environmental footprint associated with transportation, particularly in the fashion industry. Transportation alone contributes over 20 percent of global CO₂ emissions, with the fashion sector  projected to produce six million tons of CO₂ by 2030. As consumers become increasingly conscious of the pollution  generated by the shipping of clothing and accessories, there's a growing awareness of the need to adopt sustainable practices. This awareness extends to packaging waste, with discussions on platforms like X, TikTok, and YouTube reflecting a surge in concern about excessive packaging materials accompanying online purchases. Consequently, the  thriving second-hand market is witnessing a surge in demand for alternatives that prioritise eco-friendly packaging solutions.  

In response and to celebrate this inventive spirit, Barilla has initiated a collaboration with Marie Kondo to introduce innovative ways to repurpose pasta boxes, offering consumers a sustainable alternative for packaging and shipping their items. Marie Kondo, world-renowned tidying expert and bestselling author, will teach viewers how to reduce waste by  repurposing otherwise discarded packaging in a series of tutorials. With her signature expertise, Marie Kondo provides pasta lovers with folding techniques and tips for maximising space and efficiently fit their items into Barilla’s iconic Blue Box. 

"I've seen the transformative power of tidying in homes worldwide, and now, I'm thrilled to extend that influence to the way we package and send our items. Folding clothes to fit into empty pasta boxes is not just a practical solution; it's a conscious choice towards a circular system. I believe it is wonderful to enjoy delicious pasta and then find ways to use  the box joyfully afterwards!" emphasises Marie Kondo. 

As part of its commitment to a greener future, Barilla actively acts to reduce its environmental impact on the planet. With more than 99% of its packaging designed for recycling, Barilla is dedicated to sustainable practices across all aspects of its business. Additionally, over 99% of the paper and cardboard used by the company is sourced from  responsibly managed forests. 

"At Barilla, we are dedicated to advancing sustainability across our operations," highlighted Ilaria Lodigiani, chief category marketing officer, Barilla. "Our collaboration with Marie Kondo is a testament to our ongoing efforts to address environmental challenges as a sign of love to the planet. By repurposing pasta boxes, we align with our broader  commitment to reducing packaging waste and promoting eco-friendly practices. Together with Marie Kondo, we're empowering consumers to make a meaningful impact on the environment while enjoying their favourite pasta, giving the pasta box a second life." 

Ideated by creative agency LePub Italy, the project features video tutorials pills created with Marie Kondo. From spaghetti 500gr to 1kg ones, to all other pasta formats, taking into consideration distinct shapes and sizes, Barilla boxes have become the ideal mean to ship pre-loved garments. The initiative will be amplified on social networks thanks to a  series of international influencers who will replicate Marie Kondo's folding techniques to ship items. 

“Global Recycling Day was the ideal moment for Barilla and LePub to team up with Marie Kondo. Thanks to her  unconventional expertise and shared values on sustainability, the project was a perfect match and opportunity to demonstrate that minimizing waste can be creative, effortless yet impactful. By using Barilla’s pasta boxes, we gave an  original and fresh twist, hopefully leading to a possible concrete environmental change.” said Bruno Bertelli, global CEO of LePub and CCO of Publicis Worldwide. 

An open call to everyone to join the movement of giving pasta boxes a new chance, making a positive impact on the environment, one pasta box at a time.