Barilla, You Can't Fix Stupid

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By: Len Kornblau

Advertising often can go a long way in recouping bad consumer attitudes of brands that go astray.

Take BP, for example. A disaster of epic proportions was followed by a series of executive PR gaffes.

But then the company did the right things, and TV ads told the stories. Business people were in some ads. Politicians were in others. Tourism was promoted. Thanks to BP were offered by all.

Ads become heroes.

Then along comes Barilla.

Their executive proclaims his feelings in an interview. While anyone will surely claim that it's fine to have feelings that may be unpopular, it’s rather foolish to make pronouncements like that and attach a religious-based rationale to it. It’s even more foolish when many of the clergy of that faith do not agree either spiritually or in practice.

Ads won’t help here.

Consumers won’t believe them.

As comedian Ron White says, “You can’t fix stupid!”

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About the Author

Len Kornblau (@ProfessorAdwiz on Twitter) is an advertising and marketing pro who has taught at universities and excelled at field marketing and account service.

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