Barilla’s Al Bronzo is a premium pasta with a surface that captures every drop of sauce.

To elevate this culinary experience, Barilla teamed up with Emmy-winning composer Cristobal Tapia de Veer (The White Lotus) and Oxford psychologist Charles Spence on a “sonic seasoning” soundtrack—scientifically designed to enhance flavor.

With coverage in Food & Wine, NPR, the New York Post, and Ad Age has already pushed the campaign past one billion impressions.