Arrivaderci, LGBTQ Consumers?

Screen shot 2013-10-02 at 4.39.19 PMI’ll be the first one to defend the right of people to say whatever they want, even corporate CEOs. Last year, when Chik-Fil-A’s COO, Dan Cathy, publicly stated his opposition to same-sex marriage, forces on both sides of that debate lined up, either denouncing his stance or defending it. It felt as if everyone had a right to their own feelings about the issue.

Recently, Barilla president Guido Barilla stated that he is opposed to showing any same-sex couples in their advertising, as he prefers “traditional families”. Though he has since attempted to stem the backlash by stating his support of gay marriages, it seems some damage has already been done:¬†“Sigh. I’d like my pasta without the side of homophobia, thanks,” one Twitter user wrote. It hasn’t taken long for other pasta makers to capitalize on the controversy.¬†Bertolli stepped up to the plate (so to speak) proclaiming “Love and pasta for all!”

Now that’s taking advantage and using your competitive noodle.

This entry was posted in Brand Equity, brand image, Branding, Controversy, Food Marketing, Marketing Tactics, Publicity. Bookmark the permalink.

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