Infusion de Rhubarbe

Infusion de Rhubarbe – The advertising 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 the monotony, injecting an unexpected touch of freshness into everyday life. This idea of a clean cut structures every medium: fast-paced cut editing, vertically split typography, storefronts sliced by fuchsia neon. The whole reflects the paradox of the note: sweet and sharp, vegetal and fruity, retro and futuristic at once.

The film: 35 seconds of sensory cutting

Script and direction

Directed by Italian filmmaker 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 every step, the pavement takes on fuchsia reflections; fragments of the stalk seem to levitate, underscoring the graphic sense of a “slice.”

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 vivid 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 from January 6, 2025.
• 15″ cutdown: YouTube Ads, VoD platforms, pre-show placements during Fashion Week.
• Vertical snacks 6″: TikTok, Reels, Shorts, featuring an interactive “Slice” sticker allowing the screen to be “opened” in two.

Print: fuchsia pink cracks the white

Visual concept

The posters present the apothecary bottle cut out against a white background. A fuchsia streak runs down the image from top to bottom, as if the rhubarb had sliced through the page. The watercolor texture follows the shape of the blade, recalling 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

The bus shelters and LED panels of Milan, Paris and New York alternate static visuals and animation: the fuchsia line opens then closes, briefly revealing the pyramid of notes. 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 based on 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 reactions highlight the originality of a rhubarb note promoted through a “blade cut” storytelling. On social media, the “Slice Your Feed” filter reached 800,000 uses in its first week; cumulative views of the short-form formats exceed two million. Specialized media praise a sharp visual that modernizes rhubarb while staying true to Prada's minimalism.

Prada's boldness: tart rose, couture spirit

Infusion de Rhubarbe brings forth a stylized image of freshness: the bottle's clinical minimalism, the fuchsia energy of the visuals, the electro-orchestral pace of the film. Together they form a coherent narrative, immediately 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.