United Colors of Benetton is set to launch a new fashion campaign to promote its new format based on “the iconic value of colour.”
The campaign, developed by Fabrica, Benetton Group's communication research centre, in cooperation with Macs Iotti will cover press, online and billboards.
Chairman Alessandro Benetton described the new format of colour as “a founding value for United Colors of Benetton and once again at the centre of our aesthetics and communications – to give a powerful assertion of the identity and excellence of this brand, which holds diversity as a value, and the unity of differences as a wealth to be treasured.”
The campaign comes before the unveiling of a new website, which will aggregate social media content.
The web project will be accompanied and integrated with an app, which will become a site content generator in its own right.