Tuesday, October 1

Barilla and Bertolli

It was the "whoops" heard 'round the world, as Barilla CEO issued yet another apology for his anti-gay comments.  Now I will go on record as saying that everyone is entitled to their beliefs.  Everyone.

But forget all the personal opinions, as a marketer it leaves me scratching my head.  So I thought I'd take it on in my Entrepreneur column.  Give it a read here if you are interested.

Even more interesting for me, is seeing Bertolli's response who quickly ran this tweet.  "Pasta and Love For All!"  Indeed.  I love it when a brand takes a position on something happening in its space, and uses it to its advantage.  That's just good marketing, and hopefully a good understanding of your consumer.

What's your experience?  Jim.

Jim Joseph
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Contributor, Entrepreneur and Huffington Post 

PS - Check out my new book on Personal Branding ... The Personal Experience Effect, available now!


  1. Love the nimble scramble to a higher ground by Bertolli. Well done!

  2. Totally - cant imagine they had that creative sitting around. Jim.