Benetton Group S.P.A.: Raising Consciousness and Controversy with Global Advertising

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the world. Their ads attracted the attention of the public and made their brand stand out among the clothing companies. There is also a saying that “You can’t please everyone”. The Benetton ads received mixed reviews and all sorts of reactions. While some countries condemned their ads, some gave them awards.

Assess Benetton’s efforts to boost sales in the United States. What recommendations would you make to management?

In order to boost sales in the United States, Benetton shifted its advertising strategy from promoting social awareness into creating ads that are similar with other clothing brand competitors. But because one of the core values of the company is social commitment, it would be best if it incorporates social issues that are really prevalent in US such as transportation, energy, sexual equality or environment protection. Benetton should think of raising social awareness through ways that are acceptable by the Americans. The company should also improve their advertising materials by putting images that are less provocative and scandalous, and with clearer message so that people will not interpret it to something else. If Benetton would like to continue to sell in the United States, and is truly sincere in raising social awareness, it is highly recommended for the company to focus on just one issue or cause. And instead of just bringing a particular issue into the spotlight, it would be better if their ads will also stimulate change. Let the ads not just make people think but also make people act or move. It could also combine the promotion of its products as well as the call for action over a particular cause in their advertisements.

REFERENCES

http://edition.cnn.com/2010/WORLD/europe/08/13/oliviero.toscani/

http://www.nytimes.com/2001/05/13/opinion/europe-s-view-of-the-death-penalty.html

http://www.benettongroup.com/sustainability/company-approach/

http://www.takepart.com/photos/10-social-issues-americans-talk-about-twitter-most/10-better-transportation-and-roads

https://books.google.com.ph/books?id=KPIf6dPJ_jQC&lpg=PA640&dq=Europeans%20stand%20on%20death%20penalty&pg=PR1#v=onepage&q=Europeans%20stand%20on%20death%20penalty&f=true