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United Colors of Benetton
- 2. About The United Colors Of Benetton….
- 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.
- 15. 1980’s
- 16. We On Death Row…
- 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.
- 28. I Am 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.
- 30. THANK YOU