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.

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United Colors Of Benetton Presentation

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