How bad are Barilla's comments for the brand?

09/30/2013 | CNNMoney/Fortune · Sensei Marketing

Italian pasta giant Barilla is facing a boycott after its president, Guido Barilla, announced that his company's products were aimed at "a classic family" and that gay consumers could take their money elsewhere. The boycott's effects are debatable, but Barilla's comments were toxic for the brand, argues Dan Mitchell. On the other hand, "[i]t seems that a good social media scandal, calculated or not, does sell product," Sam Fiorella writes.

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CNNMoney/Fortune · Sensei Marketing

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