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Benetton's new Italian Essence strategy won't deter it from producing 'institutional' controversial campaigns in future

By Stephen Lepitak | -

April 5, 2014 | 3 min read

Benetton will continue to follow its controversial ‘institutional brand campaign’ it’s head of communications and marketing, Gianluca Pastore has told The Drum, despite a new marketing strategy being introduced to promote ‘the Italian essence’ of the retailer.

Speaking at the opening of Benetton’s new concept store in Milan, Pastore discussed the new marketing strategy that included relaying the brand’s Italian heritage, which he said made it unique amongst its competitors, but promised that its focus to attract a younger female demographic would not deter future social campaigns.

"This is the uniqueness of the brand," said Pastore, who explained that such controversial advertising is "one of the pieces of the formula" that allows it to consider different subjects, but link them back to the Benetton brand.

"What we call controversial, we consider a brand campaign. The point is that we do not want to be controversial for the sake of controversy. The point is that it is a matter of style that is completely recognised by consumers and very much appreciated," he continues. "The benefit is that to young consumers who are sensitive about a brand that is more than just about the product offer - sometimes they expect to have a brand that can do something positive,” he added.

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The full feature discussing Benetton’s brand strategy and the thinking behind some of its more controversial campaigns, can be found in the current issue of The Drum.

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