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COMPANY OVERVIEW
Headquarters
Apparel & Fashion Public Company Operating 10,000 + employees 1965 http://www.benetton.
com
Luciano Benetton
INNOVATION
BRAND RECOGNITION SOCIALLY RESPONSIBLE BUSINESS NO PROVOCATIONJUST AWARENESS GLOBAL PORTRAYALS
AFFECTING RELIGIOUS FEELINGS EXPLOITATION OF NEGATIVE SOCIAL ISSUES CENSORSHIP NEGATIVITY LEGAL ACTIONS
Do you think Benettons advertising strategy was aimed only at scandals and controversies ?
Benettons Advertising included campaigns which had themes such as Teenagers, Handcuffs, Black Nanny, Adam & Eve, Newborn baby, Priest/Nun Kiss, Condoms, Cemetery, Test tubes, Child labour, Death Row etc It has positioned itself as a political or government company It aimed Benetton to be on top of the mind of the consumers, rather than aiming to create Benetton- A Clothing Brand at the top of the mind. It adopted this advertising strategy to gain publicity and remain fresh in the minds of the consumers
Can this Strategy be Justified by the fact that it resulted in free publicity for the company?
Benetton always chose controversial issues for its advertising campaigns People protested to these campaigns, it helped the company to gain publicity Publicity is one of the effective ways to remain in the minds of the consumers. It always strived to remain in the top of the mind of the consumers