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United Colors Of Benetton Presentation

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How United Colors of Bennetton conducts its social responsibilty by using shocking images in its advertising campiagns, which is appraisable but is subjected to criticism at the same time.

How United Colors of Bennetton conducts its social responsibilty by using shocking images in its advertising campiagns, which is appraisable but is subjected to criticism at the same time.

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  • Full Name Full Name Comment goes here.
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  • Very informative ppt... I came across a very unique marketing strategy of UCB in the book Fall of Advertising, Rise of PR... It says that UCB produces garments of basic color-palette and as the trend changes, they dye those cloths with in-trend colors and launch them into stores.. That's why you see very basic but very classy colors of clothes in UCB stores!
    Anyway, thanks for sharing interesting info about UCB's branding & advertising techniques! :)
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  • good yar
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  • Thanks! :-)
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  • Brilliant case Study :) is it possible for you to put up more case studies on shok advertising or known as controversial advertsing of good art directors .

    Thanx for this useful piece :)
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United Colors Of Benetton Presentation United Colors Of Benetton Presentation Presentation Transcript

  • UNITED COLORS OF BENETTON A CASE STUDY
    • INTRODUCTION OF CASE
    • Benetton, the Italian apparel company is using shocking images as technique to raise public awareness of social issues.
    • Critics call this new genre as “Shock Advertising” and claim that it is to elicit attention for a brand name by jolting consumers.
    • Benetton ads often ignites criticism and stir up industry debate over their purpose.
    • Some critics argues that real goal of the Benetton ads is to generate publicity, while some organizations like Amnesty International applauded their ads for drawing people’s attention towards the war.
    • It is likely that Benetton will continue this type of technique, but these ads also let people to think about world’s problem in the process .
    • TO ANALYSE
    • Benetton ads carries “A Big Idea” as its main concept.
    • Advertisers going too far in their efforts to break through the
    • advertisement clutter.
    • Copy Thinking
    • Copy Style
    • Advertisement Objectives
    • Inherent Drama
    • Other creative strategy to appeal to social consciousness.
  • BENETTON GROUP
    • Benetton group is a global clothing brand, based in Italy. The name comes
    • from four members of Benetton family, who founded the company in 1965.
    • Its core business is clothing, a group with strong Italian character whose
    • style and quality are seen in its brands:
    • For Casuals – United Colors of Benetton
    • For Under Garments – Under Colors of Benetton
    • Fashion wear – Sisley
    • Leisure wear – Playlife
    • Street wear – Killer Loop
    • Today, Benetton group is present in 120 countries around the world and
    • provides employment to 7,987 people around the world.
    • The group produces over 130 million garments every year. Its retail network
    • of 5000 stores around the world, offers high quality customer services and
    • generates a total turnover of over 1.9 billion Euro.
    • Benetton group is listed on Borsa Italiana , the Frankfurt Stock Exchange
    • and the New York Stock Exchange.
    • In 1984, Benetton Group hired photographer Oliviero Toscani as their
    • creative director.
    • Toscani designed a photo shoot that included models and children of many racial backgrounds and called it
    • “ All Colors of the world”.
    • “ All Colors of the world” was one of the first
    • slogans to appear in Benetton Ads and was later
    • altered to “United Colors of Benetton”.
    • The concept of united colors was such a strong, that
    • company adopted the slogan as its logo.
    • For the first time in the history of commercial
    • trademarks, the slogan United Colors of Benetton
    • became a trademark.
    • BENETTON’S INSTITUTIONAL CAMPAIGNS
    • Under Toscani, Benetton came out with the campaigns of brotherhood and peace addressing the issue of racism.
    • The image black woman nursing white baby is the most awarded image in Benetton’s advertising history.
    • These images gathered awards in Austria, France, Great Britain, Holland and the United States.
    • Toscani’s other advertisements featured a priest kissing 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 devasted by the HIV virus and a boatload of refugees.
    • Although the ads never featured any of the label's clothing, they brought the Benetton name front as a source of debate and inspiration.
  • ANALYSIS
    • BENETTONS ADS CARRIES “A BIG IDEA” AS ITS MAIN CONCEPT
    • Grabs attention by using shocking images.
    • Draws public attention towards issues like peace,
    • racial integration, AIDS etc.
    • Develop a competitive edge – a distinctive image.
    • Position the company as a social conscious marketer.
    • Gave birth to new genre of advertising “Shock Advertising”.
    • GOING TOO FAR TO BREAKTHROUGH THE CLUTTER
    • Shocking images immediately grabs attention of people.
    • Different images always breaks through the clutter
    • of social ads.
    • Touching debatable topics raise the level of awareness.
    • Using shocking images force people to think on the topic and it might insist people to take a necessary positive action towards the issue.
  • COPY THINKING
    • Universal and Homogenous Theme
    • Spread awareness around the world about the
    • suffering caused by the war.
    • Blend of corporate social responsibility and
    • advertising.
    • Simple and effective.
    • Objective and real information
  • COPY STYLE
    • Original – use of real image of bloody camouflage
    • uniform of a soldier fighting in the war of Bosnia.
    • Single line body copy, No image of product
    • Only logo with an arresting image.
    • Creative and unique way of conveying the message.
    • Good visualization – make a direct impact on
    • people’s mind for a long time.
    • Influential
  • ADVERTISING OBJECTIVES
    • Carrying out Social Corporate Responsibility
    • Creating a distinctive company image.
    • Brand Awareness
    • Creating a new advertising scenario.
    • Serving Global Audience – with a single campaign
    • running all over the world.
  • INHERENT DRAMA
    • Images – less dramatic, more shocking.
    • Attacks on the emotional sides of people
    • Images used in such a way that they convey
    • a message of global problems.
    • Tries to bring opposites and differences under
    • a single flag of “United Colors of Benetton”.
    • CHILD LABOUR
    • March against Child Labour
    • From Exploitation to Education
    • Benetton Group with NGOs (fighting against child labour) and school children will organize a march against child labour in different parts of the country.
    • Banner Stands & Red Air Balloons
    • Placed outside the retail outlets.
    Alternate Effective Strategy (Indian Conditions )
  • Red Air Balloon & Banner Stand
  • THANK YOU