ABOUT

Benetton Group is a global fashion brand,

based in Italy.
The name comes from the Benetton family
who founded the company in 1965.
Benetton has a network of about 6,000 stores
in the main international markets.
The stores generate a total turnover of 1.6
billion euros (2013).
BRANDS
The company's core business remains their
clothing lines:

United Colors of Benetton
Undercolors of Benetton
Sisley
Playlife and
Zerdodici


PRODUCTS
Womens wear
Mens wear
Childrens wear and
Underwear and
they have expanded into perfumes, stationery,
eyewear and travel bags.
MARKETING
The company is known for sponsorship of a
number of sports, and for the provocative and
original "United Colors" publicity campaign.
The latter originated when photographer Oliviero
Toscani was given carte blanche by the Benetton
management.
Under Toscani's direction, ads were created that
contained striking images unrelated to any actual
products being sold by the company.

Graphics
Billboard-sized ads
Included depictions of a variety of shocking
subjects
A deathbed scene of an AIDS activist David
Kirby dying from AIDS


A bloodied, unwashed new born baby with
umbilical cord still attached, which was highly
controversial.
This 1991 advert prompted more than 800 complaints to the British
Advertising Standards Authority during 1991 and was featured in the
reference book Guinness World Records 2000 as 'Most Controversial
Campaign'.


Created the UNHATE Foundation


Three different hearts with "black", "white"
and "yellow" written onto them.


Most of the advertisements, although not
all, had a plain white background, and in
most the company's logo served as the
only text accompanying the image.