3. “Benetton is used to unfavorable publicity”
- An article in the New Statesman, January 24,2000.
4. Benetton’s history
• Came in 1955
• Benetton family, led by Luciano Benetton started
a small fashion company in Italy.
• First store was opened in Belluno in 1969.
• In the same year, the company began its overseas
business by establishing a store in Paris, France.
• During the 1970’s the Benetton empire spread
across the globe and established a strong brand
equity.
5. • The company was made public limited
company in 1978.
• By 1995, Benetton were reported to be the
wealthiest family in Italy.
• By 2001, it had a presence in 120 countries.
• It had 7000 retail stores and was even referred
to as the “McDonald’s of the fashion
industry”.
6. • Benetton’s other brand comprised Sisley,
Playlife, Nordica, Prince, Rollerblade and Killer
Loop.
• Benetton was also the world’s largest
consumer of the wool in the garment industry.
8. A campaign in trouble
• In January 2000, The united colors of Benetton
released its ‘DEATH-ROW’ advertisement
campaign featuring prisoners.
• Appeared on billboards and major news
publication
• Claimed leaving aside any social, political,
judicial or moral consideration, the
campaigned aimed at showing the public the
reality and futility of capital punishment.
9. Campaign resulted in :
Widespread protests against the company from
• Customers
• Number of governments
• The families of the victims
10. Sued by
• State of Missouri in the US
Claiming that company
• had deceived the state by using the death
row inmates as part of an advertising
campaign.
• Falsely told that the inmates were being
interviewed for a project sponsored by the
National Association of Criminal Defense
Lawyer.
11. For apology
• The Company had to write letters to the
families of the victims .
• Benetton was also ordered to pay $50,000 to
the Missouri Crime Victims Fund.
12. Cancellation of Contract
• Benetton was counting heavily on the deal
with the US retailing major Sears, signed in
late 1999, to improve its miserable
performance.
• After the release of the ‘Death Row’
Campaign, Sears Stores opted out of the deal
in February 2000.
13. Statement of the company’s US
director
“Once again, it’s very hard for people to see
what we’re doing and understand that it’s not
advertising, that it’s way to get people to
think”.
14. Benetton’s advertising history
• Entered into new era of advertising by
removing it’s products and focusing only on
colors and selection and placement of items
on the copy in it’s advertisements.
• They did this to gain the publicity and interest
of the people.
17. 1982
• Oliverio Toscani joined Benetton group.
• On his recommendations, Luciano handed
advertising account to Eldorado.
• The advertisement were conventional in style,
showing group of young people wearing
Benetton clothing.
• Benetton soon promoted as “lifestyle
accessory” rather than a clothing brand.
18. 1984
• “All The Colors In The World” campaign was
launched.
• Showed groups of teenagers from many
countries and ethnic group dressed in
Benetton clothing.
19. 1985
• Toscani created immensely popular “United
Colors Of Benetton” aimed at presenting the
message of racial unity.
20. 1989
• Terminated contract with Eldorado.
• Began managing advertisement internally.
• New campaign neither showed product nor
used any slogan.
• Knot logo was replaced with the small green
rectangle.
21. The controversial campaigns of 1990’s
Advertisements Criticism
• Was seen as Benetton’s
support for the
controversial subject of
cloning.
• Offended religious
sentiments.
22. Advertisements Criticism
• Uncalled trivialization of the
racial tensions around the
world.
• The ad was displayed on the
world’s largest billboard
opposite the Milan City
cathedral, inviting severe
criticism.
23. Advertisements Criticism
• Attempting to remind the
US/UK black people of the
era of slaver when black
women used to feed white
babies.
• Restoring to unnecessary
sensationalism.
24. Advertisements Criticism
• The innocent birth of the
baby being exploited.
• Resorting to unnecessary
sensationalism and ignoring
the seriousness of the age
problem.
25. The results…..
• In 1998, Luciano said, “it’s our prerogative to
photograph a new collection in unusual
places: we’re more interested in discovering
people than selling them dreams.”
• The company was able to project itself as a
‘martyr to censorship’.
• This free publicity helped the company
become globally popular.
26. Conclusion
• “Bitterly attacked by some and internationally
acclaimed by others, Benetton’s campaign
have managed to tear down the wall of
indifference, contributing at raising the
awareness of universal problems”.
• Also, they have paved the way for innovative
modes of corporate communication.
27. • Benetton took special efforts to project itself
as a responsible company by supporting social
organizations and discussing moral issues
throughout the world.
• The repeated use of controversial subjects led
to the fact that many people had decided not
to shop at Benetton.
29. Benetton decides it’s enough….
• The company accepted that by stating our
opinions on controversial issues, we are setting
ourselves up for destruction.
• Thus, they decided that for making their
advertising campaigns more effective, they
should be more informative and hence began the
use of magazines and television.
• Now they have understood that they need to
show consumers that they are an actual clothing
line, and not a political or government company.
