Cannes 2012

Barilla Group's Guido Barilla: 'Pasta Is The Heart of Our Brand'

President Speaks With Ad Age at Ad Fest

Published on .

Though Barilla Group has spent the year churning out splashy new ads for its baked goods brand Mulino Bianco featuring an Italian-speaking Antonio Banderas, it's still Barilla's expansive line of sauces and (primarily) pastas that 's articulated most in its marketing. And that is by design.

During the Cannes Lions International Festival of Creativity , Barilla Group President Guido Barilla took time to speak with Ad Age about how the global company adjusts its marketing geographically, its expanding portfolio of products, its future plans with Mr. Banderas, and how he's been exploring the festival itself.

Advertising Age Player
In this article:
Most Popular