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1990s Benetton Advertising
· 23.03.2021 · 21:53:57 ··· Dienstag ⭐ 0 🎬 0
📺 AD Wonk
In the 1990s, United Colours of Benetton grew to become a huge fashion brand. This was in part thanks to a succession of high impact and highly controversial advertising campaigns.
The first of these adverts is fairly disgusting but makes its point, that we’re all the same underneath, very effectively.
The second of these adverts is in direct response to the AIDs crisis. It supports a group that faced a lot of prejudice and stigma at the time. It’s also visually striking and was a lot more controversial back in the 90s that it looks today.
Finally, is an ad featuring a same-sex couple and their baby. Again, at the time this was a very unusual image. It’s another example of the United Colours of Benetton standing with minority groups.
And, it’s this stance, of being very aggressively for inclusion that is consistently reinforced across all its ads that helped Benetton to achieve stunning sales growth. At the time it was highly unusual for a brand to do this and every ad campaign attracted huge amounts of noise and debate.
It’s hard to assess the amount of earned media these ads attracted but a huge amount. This, in turn, drove a huge share of voice and the sales followed in a fairly explosive way.
So what happened because Benetton is nothing like as big today? This is complex but two of the factors where that Benetton found it hard to maintain it’s shock value. And, at the same time fashion changed and new competitors took noise and market share way from the United Colours of Benetton.
The lessons here are that controversy generates noise, and noise generates sales. However, over the longer term, it’s very hard to constantly be provocative and eventually people simply stop paying attention – and when they do that sales follow!
#BenettonAds #AdWonk
· 23.03.2021 · 21:53:57 ··· Dienstag
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