The Story Of Benetton's Advertisement Campaigns

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Case Details:

Case Code : MKTG019
Case Length : 7 Pages
Period : 2000-2001
Pub Date : 2002
Teaching Note : Available
Organization : Benetton
Industry : Merchandising
Countries : India

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Background Note

The Benetton story began in 1955, when the Benetton family, led by Luciano Benetton (Luciano) started a small fashion company in Italy. The business expanded significantly in the 1960s and the Benettons constructed a factory in Ponzano Veneto, Italy...

Benetton's Advertising History

Benetton has been credited with pioneering a new era of advertising by removing its product from its advertisements, and focusing only on colors and the selection and placement of items on the copy. Analysts remarked that Benetton deliberately manipulated its advertisements over the years to gain publicity and thus stimulate interest in its products. Till the 1980s, Benetton advertisements focused on the products, with the logo - a stylized knot of yarn with the word 'Benetton' printed under it - contained within a dark green rectangle.

In 1982, Oliverio Toscani (Toscani), a prominent fashion and advertising photographer, joined the Benetton group. On Toscani's recommendation, Luciano handed over Benetton's advertising account to Eldorado - a small advertising agency in Paris. The initial advertisements were conventional in style, showing groups of young people wearing Benetton clothing...

Benetton Decides It's Enough!

The bitter experience of the 'death-row' campaign seemed to have made Benetton realize the damage its advertising strategy was causing. The fact that many people had decided not to shop at Benetton as a result of its campaigns could no longer be denied. Benetton sources admitted that the main problem with the company's current and past advertising campaigns was the repeated use of controversial subjects. The sources also admitted that the advertisements were not targeted towards the actual customers of Benetton...

Exhibits

Exhibit I: Benetton's Advertisements Over The Years.