Posted by Mark J. Miller on November 7, 2013 07:14 PM
Italian pasta maker Barilla won itself a boatload of bad blood back in September when its chairman, Guido Barilla, told a radio interviewer that his company would never use a gay family in its advertising.
Following the ill-advised remarks, consumers around the world vowed to boycott the brand while competitors jumped on the opportunity to tout their inclusive brand outlook. But since the outcry, Barilla has been working to better understand the needs of the market.
According to Reuters, the 55-year-old “held at least eight meetings with gay organizations and activists both in Italy and in the United States, a market where it is counting on for growth outside its crisis-hit home.” And now Barilla has apparently seen the error of its ways and is planning to not only make its company more diverse but to create a more inclusive ad campaign.Continue reading...
brands under fire
Posted by Dale Buss on September 27, 2013 02:36 PM
In the hyperconnected, globalized world of social media marketing and complete corporate transparency (whether leaders want it or not), it was only a matter of hours before the inevitable occurred: George Takei bashed Barilla chairman Guido Barilla on Twitter: "I hear Barilla pasta is making a new product—bigotoni."
That tweet, of course, was a response by the gay former Star Trek star to news that the head of the world's largest pasta brand told an Italian radio station this week that he would never use homosexual families in company advertisements, a comment that has sparked an outcry and calls to boycott the brand.
"I would never do" an ad campaign featuring a gay couple or family, Guido Barillo stated in the interview, according to FoodNavigator.com. "If they like our pasta and our message they will eat it; if they don't like it then they will not eat it, and they will eat another brand. For us the concept of the sacred family remains one of the fundamental values of the company."Continue reading...
Posted by Dale Buss on September 27, 2013 09:33 AM
McDonald's draws praise for healthier-food initiative.
Barilla CEO apologizes for anti-gay comments.
BlackBerry loses nearly $1 billion in quarter as customers are urged to be cautious about company's future.
Allstate spreads "Mayhem" across social media.
Apple issues update for iOS 7 to fix lock-screen bug.
Bloomberg News shuffles management.
Chrysler fixes problem that had stalled output of new Jeep Cherokee.
Dove marketing execs take home 'Grand Brand Genius' award at Ad Week for viral 'Sketches' ad.
Dunkin' Donuts launches t-shirt design contest.
EA settles suit but pauses NCAA game over outcome.
Eight O'Clock Coffee launches TV spots after seven-year hiatus.Continue reading...
Posted by Dale Buss on August 31, 2012 09:07 AM
AT&T plans to open Chicago flagship store today that nods to Apple.
Al Jezeera bets on soccer to win U.S. viewers.
Apple rejects app that tracks U.S. drone strikes.
Barilla makes pasta push in U.S.
Beachbody sees PX90 orders rise thanks to Paul Ryan's abs.
Facebook plans to roll out e-mail and phone-number targeting.
Ford is accused of infringing on fuel-injection patent in F-150.
Hyundai seals wage deal with unions. Continue reading...
Posted by Barry Silverstein on February 24, 2011 06:30 PM
When Tony Vernon, the president of Kraft Foods North America, told analysts this week that "we must work even harder at customer and consumer delight," he was mirroring the results of the latest "Customer Loyalty Index."
According to the 2011 Customer Loyalty Index issued by the customer loyalty consultancy, Brand Keys, today's consumers are looking for the best total experience when they interact with a brand.
Robert Passikoff, Brand Keys founder, says, "Consumers want meaningful innovation that results in a higher level of experience. Satisfaction has never been more cost-of-entry; delight is the new differentiator."Continue reading...