Authentic Italian music and atmosphere, slogan recited with an accent, it’s all done in the ads. Barilla to transport the viewer beyond the Alps. A real marketing argument that is worth some setbacks to the brand today.
Indeed, the company must face a class action lawsuit in the United States, after the decision of a federal judge, according to what was reported Business Insider this Friday. In question, its designation as “Number 1 pasta brand in Italy”, considered false or misleading advertising by US consumers.
This collective legal action consists of a large number of individuals who have suffered the same damage by the same professional, meeting to try to obtain compensation.
The authors of the initial complaint accuse the company of transmitting a misleading brand image. On the Barilla pasta packaging we find the message “number 1 pasta brand in Italy” as well as the three colors of the Italian flag: green, red and white.
Reduced production costs in the United States
A product promise Made in Italy which can lead consumers to pay more for what they believe to be genuine Italian products. This is how the plaintiff couple claims to have been deceived.
According to them, this positioning seems all the more problematic as the brand maintains it while “reducing its costs and taking advantage of the financial advantages of manufacturing products in the United States of America,” according to court documents cited by. Business Insider.
Because if the company, founded in 1877, was originally a small family-owned bread and pasta shop in Italy, today it is an international group whose products sold on American soil are manufactured in the states of Iowa and New York.
Source: BFM TV
