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And suddenly, Barilla is pink

The plain dark blue Barilla-packs are, in almost all German supermarkets. The Barilla implies blue the promise of Italian Pasta quality. This Image got a 2013 with a bad aftertaste. Group Chairman Guido Barilla said in an Interview that homosexuals did not correspond to the traditional family image of the company; the calls for Boycotts followed. However, a group with more than 8000 employees can change his philosophy – In the case of Barilla which, within five years, happened one after the other.

Now the North sold to Italian producer of Pasta Spaghetti No. 5 in pink packaging and is bringing out a commercial with well-known drag Queens. In a limited edition of the pink spaghetti boxes in selected Italian stores offered. You should point out the new corporate equality and diversity goals. The campaign was created in collaboration with the Italian fashion company GCDS. In German supermarkets, the redesigned packaging for the time being not available, said Barilla on Monday.

Guido Barilla, aimed at the "classic family"

To the overhauled image strategy is part of a new advertising clip that's called "Dinner's Ready". Instead, as in previous Spots, to show a real Italian Mamma, all at the table with food supplies, touting Barilla with well-known drag Queens, transgender and black Models get in the long panel of acting icon Sophia Loren, 85, gather and Spaghetti served. A Spot for the Noodle maker Once and for all, wants to show, Barilla can also queer and divers.

Video of the new Barilla-Spot drag Queens and Sofia Loren: 2019 advertises the Pasta maker for diversity and Spaghetti. Video: Youtube

It looks like the company from the public controversy and a boycott would have been threats to the Manifestations of your corporate bosses learned. Literally, Guido Barilla in 2013, said in an Interview with the Italian radio station Radio24: "I would never shoot a commercial with a homosexual family, not for lack of respect but because we don't agree with you". If gay customers should not be like that, you should buy other noodles, said Barilla. His brand aims to "classic family". He further made it clear that he opposes Adoption by same-sex parents.

A month later, the Barilla Chef apologized, however, after he had met with Gay organizations and activists. The company spokesman Luca Virginio announced at this time, more open and more holistic advertising campaigns. In addition, an Advisory Board was set up, the "diversity" and "equality" in matters of sexual orientation, gender and multiculturalism is to ensure.

The Diversity Team at Barilla puts value on the fact that it has not only improved the Marketing.

Since then, was Hannah Hart, a lesbian U.S. Youtuberin, 2016 for "Pasta Girl", and in the past year, the Illustration of a lesbian couple graced also a limited edition of Spaghetti packs. The pictured women were divided, in disney's lady and the tramp-Marnier, a Spaghetti with the mouth. And now a few of the packaging pink are colored.

But the diversity team at Barilla emphasis to the fact that it has not only improved the Marketing: in 2014 worked in the management of the company, 28 percent women, in 2019, there are 32, and by 2020 it should be according to the Barilla 50 percent. In addition, 72 percent of employees in senior positions to have, to promote diversity.

Created: 05.11.2019, 11:33 PM

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