left: credit: Ko(char*)hook's photostream
Benetton social issue ad
I have chosen Benetton as my brand.
Benetton image is both multicultural and Italian at the same time, seemingly inconsistent. Benetton products are a metaphor for wearing chic clothing while at the same time rejecting capitalist consumerism. Through Benetton's long standing (former) advertising campaign of speaking out on social issues like AIDS, or using photos of a black woman breastfeeding a white baby, with no mention of the product being sold (other than "United Colours of Benetton"), Benetton has been a metaphor for pursing social justice while still looking good.
3 comments:
I understand what the company aims to accomplish through its imagery, but how many 16-year-old teens will actually take the time to understand the company's intentions?
those 16 year old teens are now 32 years old since the marketing campaigh reached its peak in 1991, has the brand loyaly remained. Are those socially conscious teens from 1991 still buying Benetton?
They are marketing to a niche. If 20% of 16 year olds are socially conscious, and they can tap that niche, they are happy!
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