A Case Analysis in International Marketing, MGT 155 Department of Agribusiness Management and Entrepreneurship, College of Economics and Management, University of the Philippines Los Banos College, Laguna Design by Kimbo Ras, 2015

1. A Case Analysis
in International Marketing
Teodoro
Senoran
Ras
Martinez
Brion
Samson
Benetton Group S.p.A.: Raising
Consciousness and Controversy
with Global Advertising

3. SHOCK ADVERTISING

4. Shock Advertising
or Shockvertising
• Advertising that startles and offends its
audience by violating norms for social values
and personal ideals
• Seeks to stand out against the media clutter
• Attempts to exploit a violation of norm
• To grab attention and increase awareness
• Generates publicity by making “buzz”
• Promote memory retention of an issue
Source: California State University Fullerton

5. Oliverio Toscani
• Italian photographer known for designing
controversial ad campaigns for Benetton
from 1982-2000
• Started as the Art Director of Benetton
Group
• Resigned after “We, On Death Row”
controversy

6. David Kirby dying of AIDS in
Benetton Pieta print ad
Ohio, 1990

7. The image of a set of
bloodstained clothing worn by
Croatian soldier, Marinko Gagro
Yugoslavia, 1994

8. Hermaphrodite awareness
campaign
1995

9. “We, On Death Row”
1999
“Benetton apologises over 'death row' ads”
June 18, 2001, The Guardian
Benetton has been forced to apologise over its hugely controversial "death row"
adverts and make a substantial charitable donation after the US government accused
the Italian fashion company of misleading officials to gain access to inmates.

10. US Protests
Against
Benetton's
Advertising
Campaign

11. Benetton Pulls
Pope-imam Kiss
Ad After Protest

12. Bangladesh
On the 24th of April 2013, the world was
faced with the consequences of cheap
clothing. The eight floor in Rana Plaza
building in Bangladesh’s capital Dhaka
collapsed. Tragically, 1,100 employees died
as a result of the collapse with 2,515
injured. The Maquila Solidarity Network has
stated that this and other buildings have
collapsed ‘as a result of factory owners
violating building codes and health and
safety regulations.’

13. “Benetton Finally Admits Its Role in the
Bangladeshi Garment Factory Collapse”
May, 2013, The Wire: News from Atlantic
Over a week after multiple parties found
condemning evidence, the Italian clothing
company Benetton admits that it bought
clothes from the garment factory in
Bangladesh that recently collapsed and killed
over 800 people.

14. Angora Rabbit Fur Protest by PETA
Benetton Bans Angora After Thousands Take Action
After an unprecedented investigation
by PETA Asia of angora rabbit farms in
China, the source of 90 per cent of the
world’s angora, revealed that workers
violently tear the fur out of rabbits’ skin
as the animals scream in pain.

15. Do you believe Benetton is sincere
in its efforts to promote social
causes through its advertising?

16. Do you believe Benetton is sincere in its
efforts to promote social causes through its
advertising?
Yes
They are sincere in promoting social causes
Through advertising.
• Benetton tried to impart awareness of
unspoken problems like power, sex, race and
war
• The company wanted to start a buzz about the
issues at hand
• The disturbing graphics aimed to imprint long-
term thoughts to the minds of the audience
• The company wanted to start a buzz about
their brand

17. Yes
However…
• They used pictures without captions that were
prone to misinterpretation
• Benetton failed to communicate clearly their
purpose despite their sincerity (AIGA, 2006)
“The Photo That Changed
the Face of AIDS”
Nov. 25, 2014, Time Magazine
Do you believe Benetton is sincere in its
efforts to promote social causes through its
advertising?

18. Compare and contrast the controversy over
the “We, On Death Row” advertising
campaign with the controversies generated
by the earlier campaigns of the 1990s. Do
you think Americans would respond
differently than, say, Europeans? Why?

19. Compare and contrast the controversy over
the “We, On Death Row” advertising
campaign with the controversies generated
by the earlier campaigns of the 1990s. Do
you think Americans would respond
differently than, say, Europeans? Why?
The “We, On Death Row” campaign was in line
with all their previous campaigns.
• For years, Benetton Group repeatedly created
controversy with their provocative statements
and scandalous graphic (Kraidy & Goedderts,
2003)
• People reacted negatively, saying it is an
exploitation of the suffering of victims of
disease and terrorism
• Like their other shockvertisements, “We, On
Death Row” gained more criticism and labeled
“worst ad” compared to previous ads

20. Compare and contrast the controversy over
the “We, On Death Row” advertising
campaign with the controversies generated
by the earlier campaigns of the 1990s. Do
you think Americans would respond
differently than, say, Europeans? Why?
The issue of capital punishment was worth
exploring but “no brand has the right to increase
its sales on the backs, on the misery, on the fates
of condemned men and women” – Bob Garfield
• The negative response of Americans were
caused by the ad attacking a legal practice
accepted widely by the American public
• Europeans would be more offended than
American about the ad (Kraidy & Goeddertz,
2003)
• Europeans feel that capital punishment has no
place in a democratic society (Keegan & Green,
2005)

21. There is a saying in the marketing world that
“there is no such thing as bad publicity.”
Does that apply in the Benetton case?

22. There is a saying in the marketing world that
“there is no such thing as bad publicity.” Does
that apply in the Benetton case?
Yes
It applies in the Benetton case that there is no
such thing as bad publicity
• The company has no control over the
interpretation of the ads
• The ad with a black woman nursing a white
baby was banned in US but awarded at France
and Italy
• US consumers are more sensitive – US makes
up only about 11% of Benetton’s total revenue

23. There is a saying in the marketing world that
“there is no such thing as bad publicity.” Does
that apply in the Benetton case?
In developing effective communications in
marketing, an appealing design is important
• Benetton used emotional and moral appeals
• Emotional appeals attempt to provoke positive or
negative emotions that will motivate consumers to
purchase their products
• Moral appeals are used to exhort people to
support social causes
• Benetton has since then been remembered for
their controversial ads
“Most good ads are forgotten after 6 months, but who still remembers the
Benetton ad with the priest kissing a nun? Ten years later and people
remember! That’s immortality!”
- Oiverio Toscani

24. Assess Benetton’s efforts to boost sales in
the United States. What recommendations
would you make to management?

25. Assess Benetton’s efforts to boost sales in the
United States. What recommendations would
you make to management?
• Benetton was gaining success for its ad
campaigns in Europe but not in US
• With the number of US store declining
Benetton, they launched more conservative ad
campaign to win Americans back

26. Assess Benetton’s efforts to boost sales in the
United States. What recommendations would
you make to management?
Benetton shifted from social issues in the US and
focused in creating ads similar to other apparel
companies to increase market share
• The company did not receive as much
admiration for their campaigns in other
countries
• It is not advisable to go against the cultural
barriers of the host country (SRC matters)
• To increase sales in US, they have to keep par
with competitors in terms of management,
quality, and design
• Best that they provide themes for social
awareness in a milder way acceptable in the US

27. End