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Mike Osorio
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To Hate or 'Unhate', That is Benetton's Question
November 19, 2011
FROM RETAILWIRE:
In its latest attempt to take on weightier issues than fashion, the controversy seeking Benetton chain has launched a new ad campaign that uses computer altered photos of world leaders, often viewed as adversaries, kissing one another on the lips. What is your reaction to the new Benetton campaign? Will it help the chain sell more clothing?
[more...]
Benetton was once such a cool brand and their frequently controversial ad campaigns were at the heart of the brand mystique. Unfortunately the brand has lost its cachet and the latest campaign simply seems a desperate attempt at attention.
The sentiment of the campaign is wonderful, but the technique simply does not connect the message to the audience.
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