Benetton and Controversy - Tane

For over 20 years, one company has continually cashed in on the marketing miracle that is controversy.
Benetton has succeeded in freeing the product from its merchandising reality and given it a whole new social being of its own.
Benetton reaches its consumers not by target markets but by shared visions of morals stemming from common social values.
In this way, Benetton’s advertising campaigns have been so blunt and forthcoming in taboo issues that they have sparked outrage and interest across nations.

Since its origin as a fashion label for the young, Benetton has quickly come to realize that putting resources into brand image is a good strategic investment.
The “united” colors of its sweaters soon became a metaphor for the united skin colours of the youth from many different countries for whom the sweaters were designed. The United Colors concept spread from encompassing the different races to the ideas of tolerance, peace and respect for diversity.

The reaction to some of the more shocking images was sometimes violent. Many publications refused to print the ads. By violating the taboo of disagreeable themes and abandoning the false, comfortable world of advertising stereotypes, Benetton cracked the foundation that held up culture, language and advertising expectations.
Some groups were tolerating and encouraging of Benetton’s move to raise awareness about AIDS, war, racism etc. but they found it wholly unacceptable that the move was also a source of income for a corporation. The profits were seen as turning protest into skepticism, public message into cynicism. Lah de dah.

I believe Benetton has found the best niche in the business and exploited it shamelessly. From a business point of view, this is advertising nirvana because controversial images are cycled around tabloids and news programs are unwittingly promoting and mentioning the Benetton name.
However, I also feel a degree of skepticism owing to the fact that it’s a FREAKIN’ CLOTHING COMPANY, and if they really wanted to do something about world hunger, donate and go not-for-profit! Otherwise, we’re all perfectly aware that you’re making dosh off the worst form of brand image scamming known to man, Benetton. You know it, we know it, but hey, good on you for shaking foundations and making some conservative minds break under the pressure. At the end of the day, you are raising issues, making good money and freaking someone out!
LINKS….
production.investis.com/ben_en/about/campaigns/list/
www.benettongroup.com/en/whoweare/history.htm
www.newterritoryfuerteventura.com/deborah/benetton.htm
www.historyofbranding.com/benetton.html
www.ciadvertising.org/studies/student/ 98_fall/theory/blouin/toscani/toscani.html