Marketing of Benetton

United Colors of Benetton Background Since 1984, Benetton conducted a very controversial advertising campaign. Among the most talked about ones were: <Tab/>- a black horse mounting a white one <Tab/>- the naked buttocks of an AIDS carrier, tattooed with "HIV Positive" -<Tab/>a black baby and a white baby facing each other, sitting on their potties -<Tab/&…showed first 75 words of 967 total…

…showed last 75 words of 967 total…people but the Benetton group still believes that "such communication is an expression of our time. Through their universal impact, they have succeeded in attracting the attention of the public and in standing out amid the current clutter of images." Their ads have always been focal points of discussion and an avenue for passionate confrontation of ideas. "Communication should never be commissioned from outside the company, but conceived from within its heart." - Luciano Benetton