For the first time Barilla chose a single global catchphrase for all the countries it works in. A catchphrase that is a pun around Barilla’s identity on one side and Roger Federer’s on the other. Barilla as a synonym for pasta worldwide, Roger as the master by definition in the world of tennis and sports. The noun is plural to indicate that with Barilla anyone, in an inclusive and widespread way, can become a master in his/her kitchen.