Barilla Pasta stepped on a landmine this week telling Italian media the company would never feature or market directly to gay couples. If they had a problem with that, said its chairman, they could eat another brand of pasta.
I pity the fool who messes with the purchasing power of the LGBT community.
The remarks as widely reported, were made by Guido Barilla on La Zanzara, an Italian radio program.
I would never make a spot with a homosexualfamily. Not out of a lack of respect but because I do not see it like they do. (My idea of) family is a classic family where the woman has a fundamental role.
He went even further saying, “Ours is a classic family where the woman plays a fundamental role. If [gays] don’t like it, they can go eat another brand,” according to a Reuters translation.
Competitor Bertolli Germany lost little time presenting itself as that very option, as told by AdWeek. Posting a photo and caption that translates to “pasta and love for all” on its Facebook page and resurrecting a commercialfrom 2011 featuring gay couples.