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United Colours of Benetton to continue with controversial campaign strategy alongside Italian Essence drive

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By Stephen Lepitak, -

May 12, 2014 | 2 min read

The United Colours of Benetton will continue its strategy of running controversial social marketing campaigns alongside its new brand strategy around growing the 'Italian Essence' of the brand, its communications director has told The Drum.

Gianluca Pastore revealed that the retailer, which last month opened a new concept store in Milan to attract a wider female demographic,was planning on running further 'institutional brand campaigns' alongside its new marketing strategy, which would be developed later this year.

Over the years, the company has built its reputation around campaigns that have provoked a reaction around the world on subjects such as HIV, poverty, unemployment and homosexuality.

"This is the uniqueness of the brand," Pastore told The Drum.

"What we call controversial, we consider a brand campaign. We don't want to be controversial for the sake of controversy. The point is that it's a matter of style that is completely recognised by consumers and very much appreciated," he added.

The full interview with Pastore can be read in the current edition of The Drum magazine, available to purchase online.

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