Infusion de Rhubarbe

Infusion de Rhubarbe – The advertisement that refreshes the street

“Slice the Pink”: cutting the rhubarb, cutting the routine

To tell the story of its new Infusion, Prada pivots around a single gesture: a rhubarb stalk cleanly sliced, splashing a tart pink-green juice. The slogan — “Slice the Pink” — invites breaking monotony, injecting an unexpected touch of freshness into everyday life. This idea of a clean cut structures every medium: fast-cut editing, vertically split typography, storefronts sliced by fuchsia neon. The whole reflects the paradox of the note: sweet and sharp, green and fruity, retro and futuristic all at once.

The film: 35 seconds of sensory cutting

Script and direction

Shot by Italian director Luca Caon, the spot opens on a close-up of a blade plunging into a fresh rhubarb stalk. In the reverse shot, model Mica Arganaraz emerges in a bright pink suit, walking through a rain-soaked Milanese street. With each of her steps, the pavement takes on fuchsia reflections; fragments of stalk seem to levitate, underscoring the graphic “slice” sensation.

Electro-orchestral soundtrack

The music, “Pink Velocity” by the French duo Yelle x Sébastien Tellier, blends electro beats with pizzicato strings, creating a contrast as sharp as rhubarb itself. Crystalline percussion punctuates each editing cut, accentuating the effervescent, tart character of the fragrance.

Formats and distribution

• Master spot 35″: pan-European TV and premium cinema starting January 6, 2025.
• 15″ cutdown: YouTube Ads, VoD platforms, pre-show placements at Fashion Week.
• 6″ vertical snacks: TikTok, Reels, Shorts, featuring an interactive “Slice” sticker that lets users “open” the screen in two.

Print: fuchsia pink cracks the white

Visual concept

The posters present the apothecary bottle cut out against a white background. A fuchsia flash streaks the image from top to bottom, as if the rhubarb had sliced through the page. The watercolor texture follows the shape of the blade, echoing the watery lightness of the juice. Mica Arganaraz appears in the background, her silhouette doubled by a mirror, symbolizing the pink-green contrast.

OOH rollout

Bus shelters and LED panels in Milan, Paris, and New York alternate static visuals and animation: the fuchsia line opens then closes, briefly revealing the note pyramid. A translucent light pink filter covers the screen as a pedestrian passes, creating an immersive “rhubarb flash”.

Omnichannel strategy: retail, digital, experience

• Travel retail: mirror screens in duty-free stores, inviting travelers to virtually “slice” the logo to reveal a digital sample.
• “Rhubarb Lab” pop-up: a temporary installation at the Prada SoHo store, where visitors can mix mocktails made with rhubarb, green mandarin, and sparkling water, then leave with a customizable travel-size bottle.
• Press event: a private presentation at the Milanese headquarters of the Prada Foundation, with a light-and-neon staging running through a greenhouse filled with rhubarb plants.

Reception: a tart buzz

Early feedback highlights the originality of a rhubarb note showcased through a “blade cut” storytelling approach. On social media, the “Slice Your Feed” filter reached 800,000 uses in its first week; combined views of the short-form formats exceeded two million. Specialized media praised “a sharp visual that modernizes rhubarb while staying true to Prada's minimalism”.

Prada's boldness: tart rose, couture spirit

Infusion de Rhubarbe brings to life a stylized image of freshness: the bottle's clinical minimalism, the fuchsia energy of the visuals, the electro-orchestral cadence of the film. Together they compose a coherent narrative, instantly legible and perfectly aligned with the house's couture language. The campaign demonstrates that an offbeat ingredient can become a new icon when carried by a strong, simple, and irresistibly pop visual concept.