Reference no: EM132241422

Benetton Group: Evolution of Communication Strategy

Case Overview

This case examines the controversial “shock advertising” campaign that was used by Benetton, the Italian- based clothing manufacturer and retailer for nearly two decades. Thanks to its unusual communication strategy, the Benetton Group is one of the most visible specialty retailers in the world. Benetton has usedsome very controversial images in its communication campaigns. Masterminded by Benetton’s creativedirector and photographer Oliviero Toscani, the shock ads generated both criticism and accoladesthroughout the world. However, in 2000 Toscani went too far when he created the controversial “We, on Death Row” campaign which featured ads showing piercing pictures of death row inmates along with their names and date they were to be executed. The criticism surrounding this campaign was so intense that Toscani was forced to resign. Under the new creative director James Mollison, Benetton began using more traditional product-based advertising. This case examines Benetton’s unique communication philosophyand the controversy generated by it. The case can be used as a basis for a lively discussion on the use of shock advertising as well as ethics in advertising.

Benetton has always been well known for its colorful and provocative advertisements. Thecompany employs unusual, controversial advertising techniques and themes that use “shock value” and powerful images to grab viewers’ attention. Unlike most advertisements which center on a company’s product or image, Benetton’s advertising campaigns have focused on social and political issues such asracial integration, AIDS awareness, war, poverty, child labor, death, hunger, and pollution. Many of the these ads evoked controversy as critics have argued that the real goal of the shock ads has been to generate publicity for Benetton and the some have criticized the company for exploiting human suffering to sell itsproducts. Following the controversy surrounding the “We, On Death Row” ads, Benetton realized that ithad crossed even the boundaries of unconventional advertising. Various surveys suggested that some loyalcustomers had been put off by this campaign and some retailers refused to carry the company’s products.

This case can be used with Chapter 21 which deals with social, ethical and economic aspects of advertising. This chapter includes a discussion of ethical issues of advertising and promotion and notes how companies such as Calvin Klein, Abercrombie & Fitch, and Benetton have received a great deal ofcriticism for their use of “shock ads” containing controversial images. The case can also be used witheither Chapters 8 or 9 which deal with creative strategy. Benetton has used the shock ads to position the company as a cutting-edge, socially conscious marketer. Many students will be familiar with Benetton and its controversial ads as they are part of the company’s primary target market. Thus, the case should generate a lively discussion as to what Benetton’s was trying to accomplish with the ads, whether they had pushed the envelope too far with the death row campaign and whether the use of more conventional, product-focused advertising will be successful.

2014 UPDATE: As discussed in Chapter 21, Benetton has returned to the use of shock ads, again stirring controversy (see p. 737). An ad showing the Pope kissing a Muslim imam was pulled after the Vatican threatened a lawsuit.

Discussion Question

Oliviero Toscani has defended Benetton’s use of shock advertising by noting that it constitutesnothing less than a debate between advertising and art. He argues that potentially offensive images are acceptable in the world of art and journalism while in other realms such as advertisingthey are not. Do you agree with Toscani’s position?