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Founders thought Alessandro Benetton: "The purpose of advertising is not to sell more. It's to do with institutional publicity, whose aim is to communicate the company's values . We need to convey a single strong image, which can be shared anywhere in the world.

Oliviero Toscani pursues this: "I am not here to sell pullovers, but to promote an image"... Benetton's advertising draws public attention to universal themes like racial integration, the protection of the environment, Aids...

ADVERTISING PHILOSOPHYcommunication should not be commissioned from outside the company, but conceived from within its heart. :Luciano Benettons

Advertising campaign The company adopted the slogan as its actual logo (United Colors of Benetton Logo by Vignelli Associates )

Positioning UCB captures desired image and postioning

Product (colorful character)

User consideration (diversity of people who wear it)

Athletics brand

Leisure brand

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Advertising IdeaUnited color of Benetton carries A Big Idea as a concept.Grab attention by shocking imagesA distinct imageDraw people attention towards issues like racial abusePosition the company as a social conscious marketer

Building Value For The BrandBrandThe process of building Value for the brand (UNITED COLORS OF BENETTON) follows three phases.

The cycle of difference

The cycle of reality

The cycle of free speech and the right to express it

The Cycle Of DifferenceIn this cycle, the word different became a close cousin of controversial.Benetton learned that attempt to bring different individuals together can lead to conflict instead of happiness and euphoria.

By acknowledging these differences and prohibitions, the brand appeared more involved.

The Cycle Of RealityAfter equality and the exaltation of differences, Benetton turned to the reality of what is common to all and shared by humankind.

In 1991, during the Gulf War, this image was created, a photo of a war cemetery.

Benetton answered with a birth, the famous image of a newborn baby still attached to the umbilical cord.

Photos of real, high-drama situations: a man dying of AIDS, a car on fire

The Cycle of Free speech and Right to Express itThrough its alliance with non-profit associations, institutions, and large international organisms, Benetton proved that a different use of advertising was indeed possible and seen as the Creation of value and was soon came in fashion catalogues

For the sixth World AIDS Day, on December 1st 1993, an enormous pink condom, 22 meters high and 3.5 meters wide, was placed on the obelisk in the Place de la Concorde in Paris.All the daily and magazine press featured the image that has become a symbol of the fight against AIDS.

Advertising Campaigns2001, Volunteers in Colors: Benetton communication campaign, a special issue of COLORS and a concert, in collaboration with UN Volunteers to celebrate the International Year of Voluntary Work.

2003, Food For Life: The campaign highlighted the problem of hunger, which is still the greatest humanitarian emergency around the world.

2004, James & Other Apes: Through this initiative, Benetton continued its exploration of diversity ,extending it from the variety of human races to embrace the living beings that are our closest cousins.

2008, Africa Works:

Benetton chose to support and promote this important project because, unlike traditional acts of solidarity, it offers tangible support to small local entrepreneurs through the efficient use of micro-credit. This project effectively promotes the new face of Africa.

2011, Unhate:

In 2011 Benetton launched the UNHATE campaign, one of the most controversial campaigns of the last decade. The campaign included outdoor advertisements focused on the theme of the kiss, a universal symbol of love, exchanged between global political and religious leaders2012, Unemployee of the Year: The campaign, which was launched in September 2012, centres on a contest in which unemployed young people can win 5,000 to implement a project that has a positive impact on their community. It is supported by posters depicting close-ups of (exclusively attractive) young people, with captions like "Valentina, 30, non-lawyer from Italy

Advertising Campaigns

ASSIGNMENT QUESTION?Do you think Benettons advertising strategy ws 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 answers with reasons.

What we think ?Benetton, The Italian apparel company used shocking images as technique to raise the public awareness of social issues.They introduced a new genre of advertising called Shock Advertising.Some critics argue that the real goal of Benetton ads is to generate free publicity, while some applaud Benetton for drawing peoples attention towards the war.In a way its good as these ads let people think about the worlds problem in the process.

Benettons Institutional CampaignsUnder Toscani, Benetton came out with campaigns of brotherhood and peace addressing the issue of racism.The image black woman nursing white baby is the most awarded image in Benettons advertising history.These images gathered awards in Austria, France, Great Britain, Holland and the United States.

Benettons Institutional CampaignsToscanis other advertisements featured a priest kisisng a nun, children wearing US and USSR flags kissing each other, image of a man dying of AIDS surrounded by his family shows the terrifying sight of a body devastated by the HIV viurus and a battle of refugees.Although the ads never featured any of the labels clothing, they brought the Benetton name front as a source of debate and inspiration.

ANALYSISBenetton ads carries a BIG iDEA as its main concept.Going too far to breakthrough the clutter.Copy Thinking : i.e Universal and Homogenous Thinking and spread awareness around the world about the suffering caused by war.Copy Thinking: Only logo with an arresting image; influential; Creative and unique wayAttacks emotional side of the people

Advertising ObjectivesCarrying out Social corporate ResponsibilityCreating a distinctive company image.Brand awareness.Creating a New advertising scenario.Serving Global audience- with a single campaign running all over the world.