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The Story of Benettons Advertising Campaign

PRESENTED BY:Tarun Singh Sooraj Saini Brijesh Patel Saba Anwar Pranita Bhawar Abhishek Gupta Kartik Kr. Choudhary

About the Company


Benetton was established in 1965 as a partnership by Benetton family. It is an Italian based company. Its core business is fashion garments. Today, the Benetton is presented in 120 countries around the world. The group produces 130 million garments every year.

Benettons Communication Strategy


Benetton's communications always carried a big idea that focused on asocial or a political issue. It used shocking images in the context of advertising to grab the attention of its audience. The emotive communication approach draw the public to pay more attention to issues such as Racism, AIDS, War, Capital Punishment etc. that affects the world. Benetton used its communication to take a standpoint on such social and political issues affecting the world and forced the public to take a positive action. This strategy gave Benetton a distinct image a competitive edge. It positioned Benetton as a caring, socially responsible brand with the interest of society at heart.

Benettons Creative Execution


Ads had a universal theme No image of the product Original -real images of the topic Touching images that is capable of driving the debate on the topic or big idea. Strong visuals that can make a lasting impact in the minds of the people. No copy, just the Logo Simple and effective A blend of corporate social responsibility with advertising

Issues
Critics were not worried about the images used but the context in which they were used. The universal ads did not factor in the worlds cultural diversity. The ads were oversensitive. Oliviero Toscanis background affected the direction of their communication. Problem Identification

Campaigns
All the colors of the world was one of the first slogans to appear in Benetton ads, and was later altered to United Colors of Benetton. The concept of united colors was such a strong one that for the first time in its history, the company adopted the slogan as its actual logo. For the first time in the history of commercial trademarks, the slogan United Colors of Benetton became a trademark.

Controversial Camapign:Death Row


No clear impression of Benetton's view on the subject. Widespread protest from customers as well as government bodies. Strong objections from the families of the victims and prisoners. Downfall on sales. Black identity could be connected with criminality and death. Trivialization of death penalty.

Question
Do you think Benetton's advertising strategy was aimed only at creating scandals and controversies ? Can this strategy be justified by the fact that it resulted in free publicity for the company? Support your answer with reasons.

Answer
Yes, Benetton's advertisements used exploitation solely for financial profits These bans just created more notoriety for the company Offended religious sentiments by mocking a biblical events Uncalled trivialization of the racial tensions around the world Thousands of articles were written on the companys campaigns. This free publicity helped the companys brand become globally popular.

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