Benetton advertising and marketing

My point of view about my blog!

2005-05-02T07:16:00.000-07:00

First of all, I learnt a lot of things about Benetton ads. In fact, I ‘ve always liked a lot its ads, but I didn’t know all ads. My blog permitted me to discover most of them. Furthermore, I learnt a lot about the photograph : Oliviero Toscani. Then, in an other way, I’m happy to know that I can realise such a modern thing as a blog! In fact, I’m not very good in data processing and that‘s a real victory for me!
At the beginning, it seemed very difficult : how to write and post an article, how to put a picture on my blog… But it’s not so difficult! I think it’s a very interesting project, because we can choose our subject and we learnt a lot about a subject, which we are interested in. I can suggest something for the next year : you can tell students how many articles they have to post on the six-months period. They can organize themselves as they want. In fact, some weeks we have a lot of work and not a lot of time, and others we can work a lot on our blog. It can be easier for us if we can write when we want!

The boat.

2005-05-02T06:55:00.001-07:00

The boat.
Originally uploaded by Benetton's advertissement and marketing.

The priest and the none.

2005-05-02T06:55:00.000-07:00

The priest and the none.
Originally uploaded by Benetton's advertissement and marketing.

2005-04-29T06:51:00.000-07:00

A new ad shows a priest, who is kissing a none. This ad is very shocking for a lot of people. The BVP, which is in charge of checking publicity, couldn’t ban these posters. But it asked to bill-posters to not put on the ad with the black woman and the white baby. French bill-posters were not agree to put on these posters in French big cities. In fact, a boat with a lot of Albanian, African refugees…all these pictures are very shocking and they made people react. All these ads permit to make the brand famous. In fact, everybody spoke about Benetton and shocking ads of the brand.

2005-04-26T09:46:00.000-07:00

Originally uploaded by Benetton's advertissement and marketing.

Dead colored sheets.

Three different faces of children!

2005-04-26T09:45:00.000-07:00

Originally uploaded by Benetton's advertissement and marketing.

What colors!!

2005-04-26T09:39:00.000-07:00

Three faces of children, who have different ethnic origins, were on huge posters. This is the new advertising countryside of the brand. Benetton ads were kwon an other evolution. Oliero toscani put in picture many colored condoms, colored dead sheets, cemetery…All these pictures are made in order to make customers react. In fact, when you see such posters, you have to feel something special. Furthermore, these pictures are paradoxical. In fact, on the one hand, they are very esthetical but on the other hand, they are very negative. We can see, for example, behind these beautiful colored sheets that there is some oil. There is a message in this ad : the beauty of the nature and the fact that this nature is threatened.

One of the "white and black" ads.

2005-04-20T09:23:00.000-07:00

One of the "white and black" ads.
Originally uploaded by Benetton's advertissement and marketing.

CONTRAST BEETWEN BLACK AND WHITE.

2005-04-20T09:13:00.000-07:00

The brand decided to use this contrast between black and white people. Indeed, Benetton realized a lot of posters, which put in scene black and white colors. We can see posters with a white wolf and a black lamb, a black baby, who is sleeping surrounded of white teddy bears, a little black hand on a large white one… You can see on this picture two children. One is white, with blond and curly hair; the other one is black, he’s got two little kind of “horns” . We can understand that the white child symbolizes the purity, he maybe an angel. The other child looks like a little demon, or something like that! In spite of these two symbols, babies are held in each other arms.

Benetton decided to offer at every customer a bottle of perfume for men. This can be understand like a proof of a miss of males ‘ customers.

This ad is a symbol of peace and fraternity.

2005-04-11T10:41:00.000-07:00

This ad is a symbol of peace and fraternity.
Originally uploaded by Benetton's advertissement and marketing.

At the end of the eighties, Benetton’s advertisements mixed history and culture. In fact, Oliviero Toscani used famous people like Adam and Eve, Jeanne d’Arc, Marilyn Monroe, Leonard de Vinci…with these pictures, the brand used the slogan“ United Superstars of Benetton”. By using these emblematic characters, Benetton is sure to address itself to a lot of customers.
In 1989, ads were just composed of a simple picture. Oliviero Toscani won a price for its work : a “Lion d’Or” during the famous Festival de Cannes. At this time pictures of Oliviero Toscani symbolized the hope, the love and one more time a message of fraternity. In fact, advertisements represented, for example a black hand and a white one; or as you can see a black woman, who was nursing a white baby.

Ad for Benetton's watches.

2005-04-11T10:10:00.000-07:00

Ad for Benetton's watches.
Originally uploaded by Benetton's advertissement and marketing.

ADS OF THE WATCH AND THE PERFUME

2005-04-05T06:14:00.000-07:00

As you can see, ad’s watches is very simple : There is a couple (a man and a woman), who wear pullover , which is one of the most famous and successful product of the brand. We can easily see the product, which is a rather large and rectangular watch.
About the perfume, we can say that the packaging is very simple: it’s a plastic bottle ! The perfume called “Colours” and you can choose different kind of perfumes ( like “Hot” on this picture). The bottle’s perfume is very simple too.
We can tell that these products are like shops of the brand. Indeed, Tobia Scarpa, who is the architect of the brand, made shops with a lot of clearness and simplicity.

WHAT IS THE ORGANISATION OF THE COMPANY ???

2005-03-31T06:12:00.000-08:00

The company is composed of three brothers and one sister. We can say that this is a family company! Each one has a special role : Luciano, who is the creator of the brand, is in charge of the marketing, Guliana is in charge of everything which have a link with the stylism, the fashion, Gilberto is in charge of every administrative and financial tasks, and finally Carlo who is in charge of the production.
The brand adapted his products according to different ages of customers.
In the Eighties, the brand marketed watches. In the same time the perfume “Colours” was launched. In the next article I will give you more information about these products…

Who had the idea of the name: UNITED COLOURS OF BENETTON ???

2005-03-23T06:10:00.000-08:00

In the middle of the Eighties, posters of the brand changed. In fact, we can see that before Oliviero Toscani was used to take picture of groups; and at this time he was used to take couples in picture. People said that he changed models in order to show in a better way the products. In fact, we can think that he has already a lot of ideas about couples and how to make his pictures evolved: couple of different cultures, old or young couples, couples of animals…
At this moment, the name of the brand was decided. Indeed, a person in charge of U.N.E.S.C.O. said “Here there are real United Colours !!” and the brand decided to keep this expression. Luciano Benetton decided to call his brand “United Colours of Benetton”.

One of the first ad of the brand.

2005-03-23T04:48:00.000-08:00

One of the first advertising of the brand.
Originally uploaded by Benetton's advertissement and marketing.

You can see that one of the first Benetton's picture has a lot of colours and people come from different countries and culture. It's a real melting pot!

Bennetton's advertising and marketing.

2005-03-23T04:46:00.000-08:00

Bennetton's advertising and marketing.
Originally uploaded by Benetton's advertissement and marketing.

This is the very famous logo of the brand.

The begining of the story!

2005-03-18T09:29:00.000-08:00

I have choosen to study and to speak about Benetton’s advertising campaigns because they are very special. In fact, I am very sensitive to them and I hope you too.
In order to introduce this subject, I will write an “article” about the beginning of Benetton’s story: I hope you will enjoy it!!
The first Benetton shop opened his doors in 1963. In 1969, the first shop was opened in France, rue Bonaparte. With the wire of time, Benetton looked less and less after his factories in Italy, in order to concentrate on France. The brand chocse Oliviero Toscani, an Italian photograph, in order to make the advertisings of Benetton. In a few time this photograph became very famous and the brand too. Oliviero worked about the melting pot. He decided to work about this subject because he thought every fashion advertising looked like an other. The main idea of his work was to use different colours.

You can see an example of one of the first Benetton's advertising :

Benetton's advertising and marketing!

2005-03-11T01:47:00.000-08:00

WELCOME TO MY BLOG!!!!

My name is Cécile and I'm a french student in a business school in Le Havre. I choose to study and to speak about Benetton’s advertising campaigns because they are very special. In fact, I am very sensitive to them and I hope you too.