Abstract

Today there is a more general perspective of well-being, in which health is imposed as a social obligation, as individual work to get continuous improvement. To meet these new consumer trends in terms of self-care and privatization of health, many Italian companies have created products (Functional Food - Foshu) which, added in the laboratory with specific active ingredients, influence the state of health, prevent disease and allow to maintain the well-being. This work aims to analyze the marketing strategies implemented by Barilla for its line of functional foods Alixir. Specifically, we will analyze the traditional communicative dynamics of Barilla, with the tools and techniques to promote this product line. The basic idea is that the dynamics implemented for the promotion of products Alixir, follow the needs, desires and demands of society. Barilla explicit what the subject daily lives and values that characterize our society: individualism, pleasure and pursuit of perfection.