Bertolli Capitalizes on Barilla's Anti-Gay Comments

Competitor Bertolli is taking full advantage of the CEO of Barilla pasta's anti-gay comments.

After saying that he'll never make ads featuring gay people, CEO Guido Barilla is facing a new foe: Bertolli. Promising "Love and pasta for all!" the company posted this image to its Facebook timeline:


Given its history, Bertolli seems to be a supporter from way back. AdWeek discovered this commercial from a "couple of years" ago:

Discussion Starters:

  • What are the potential risks of Bertolli's advertising strategy?
  • If you were Guido Barilla, what, if anything, would you do in response?