There are 26 million people of Italian heritage in the U.S., and according to data compiled by the Order of the Sons of Italy of America (OSIA), they are mostly white-collar workers whose education levels and incomes remain significantly above the national average. Contrary to cliché images that portray them as violent, dishonest or uneducated, most Italian-Americans are high achievers who have nothing to do with organized crime, and who appreciate quality clothing, music, art and food.
And yet marketers continue to struggle with misperceptions. A recent Coca-Cola promotion featured a short film clip called “Mafia Madness,” in which a movie theater is taken over by mobsters. The clip was distributed to major movie chains until Italian antidefamation groups and individuals protested. Then Coca-Cola and the theater conglomerates backed off. Simply stated: Bad press hurts sales.
More examples? Rosetto Foods features product-based recipes on its Web site. While this is a smart way to appeal to the Italian love of good food, the company goofs in “Al’s Secret Recipe” section, which reads, “La mia mama warned me about giving out the family’s secret recipes (she even threatened that I might end up sleeping with the fishes).…”
The Web promotion for New York’s Little Italy neighborhood (a sub-page at NYCtourist.com) is replete with good information about restaurants and activities. But it also includes a “Sopranos Tour” section, in which visitors can take a peek at “Bada Bing” or sit on the steps of the diner where “Chris was shot.” While this may appeal to some, it offends many more.
For successful promotions involving Italian culture, try educating consumers in a positive way. A good example is the campaign Get the Arts Back Into Our Schools, sponsored by Americans for the Arts. This organization began its print campaign with the headline, “No Wonder People Think Caravaggio is a Guy on the Sopranos.”
To hit a similar high note when designing a campaign:
Get to know Italian culture: Italian-Americans love food, art, music and family. When creating promotional themes, avoid trivializing these principles. For example, don’t let organized criminals reflect your concept of “family”; use respectful cultural images. Sweepstakes might offer family getaways, or dinner for the whole family at an Italian restaurant. Product premiums could include a CD featuring the music of Andrea Bocelli, rather than “Mob Hits.”
Acknowledge Italian heritage: October is Italian Heritage Month across the U.S. This is a perfect time to plan events or fairs, and offer special promotions with Italian themes. Make these educational as well as nostalgic. Set up bocce courts, show how to make wine or give an Italian cooking demonstration.
Nix the mafia, organ grinder, bimbo and fat housewife: Avoid jokes about “offers you can’t refuse.” Many Italian-Americans will indeed refuse — and tell their friends. A Godfather’s Pizza print ad once featured a coupon for a pizza dubbed “The Mob Pleaser.” The original Vanilla Coke commercial had a mob twist (Coke, again). A home-shopping TV program once played the theme from The Godfather while selling Italian gold jewelry. Consumers responded, negatively.
Learn Italian history: The National Italian-American Foundation publishes Italian and Italian-American contributions to the U.S. Show knowledge of these and you’ll win the Italian-American heart. Generoso Pope, for example, was the first Italian-American millionaire. He came from Benevento, a little place in the south of Italy where many Italian-Americans in this country have their roots.
No dummied-down English or phony Italian accents: A print ad for Uncle Ben’s Pasta Bowl once read “Don’t be surprised ifa youa starta talking likea this afterwards.” As Baby Boomers reconnect to their ancestral language, Italian has become the fourth most-requested second language in continuing education and university programs. Leverage this by scattering a few correct Italian words and phrases into promotional copy.
Don’t underestimate the audience: Italian-Americans appreciate fine cars, clothes and home furnishings, and many can afford such luxuries. Sweeps and contests can offer trips to charming towns in Italy, or Ferragamo suits or tickets to local opera productions. Nix the Mafia-plot dinner theaters or visits to the set of The Sopranos if you want to truly become one of the cognoscenti (those “in the know”).
Raeleen D’Agostino Mautner, Ph.D., is a cross-cultural psychologist, stereotype researcher and author of Living la Dolce Vita (Sourcebooks, Inc.). For more on her work, visit www.mindlifesolutions.com.
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