Food elements in a dish can be as intriguing as clothing elements on a woman. Moved by this parallel, the Italian lingerie company Yamamay has decided to brief the famous Italian chef Ilario Vinciguerra in order to create ten aphrodisiac recipes that are distributed along with their products, one for each of the brand’s ten year of life. While temporary, the fusion between food and fashion is a recognition of the fact that people never only consume one product and should not be thought and described in such a narrow way. This approach demonstrates a great opportunity for companies to re-think their business category, and go much beyond the usual. Talking of which, Yamamay came with the brief and the briefs, but the rest of the job for a perfect night around the table relies upon people’s imagination.
THE MTTP INSIGHT:
People don’t consume the product content only, but also the context around it.
marketingtothepeople 
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