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Benetton

Benetton’s: “We On Death Row” Campaign

Michael Grissett & Guillaume Sarthou

December 8, 2000

Advertising & Promotion Management

Ms. Ellen P. Daniels

Table Of Contents

Introduction
I. Summary of Benetton’s “We On Death Row” advertising Campaign
II. SWOT analysis of Benetton
III. Advertising Recommendations for Benetton
IV. Focus Group Summary
V. Executive Summary
VI. Conclusion
VII. Appendix

Introduction

The company that we have chosen to examine is Benetton. Benetton is not only a family started company, but also a unique global group. They combine both a know-how in textile-clothing and a strong identity and image of some of the worlds leading brands (Playlife, Nordica, Prince, Rollerblade, and killer Loop). Benetton manufactures clothing, sports equipment, footwear, bags, and accessories. They offer clothing for men, women and children. Their clothing line is manufactured and distributed out of Treviso, Italy and include both casual and sportswear. They produce over 100 million garments annually at one of the most technically advanced industrial complexes in the world (Castrette). Their overall turnover before retailing reaches roughly 187.2 million a year in retail sales. Due to the company’s success, profits per share have risen over the past five years, and this has enabled them to implement a clear-cut policy of distributing dividends to shareholders. Benetton is present in over 120 countries, and they have around 7,000 retail outlets. (appendix 1)
The “United Color of Benetton” advertising campaigns began in 1984. Benetton’s advertising has not only been a means for communication but also an expression of our time, characterizing universal themes. They have created universal impacting ads that have succeeded in attracting the attention of the public and in standing out amid the current clutter of images (appendix 12). Some of the topics they have dealt with include AIDS, racism,...