Common values through Controversy

The advertising philosophy of United Colors of Benetton is based on Luciano Benetton's belief that 'communication should not be commissioned from outside the company, but conceived from within its heart.'

From that assumption stems the advertising strategy of a brand that has aimed, for over 20 years, to create “value” by capitalizing on an image.

A company that emphasizes value and chooses to create value is no longer communicating with the consumer but with the individual.

Actual consumption is repositioned within the overall context of life. By entering the universe of values, the brand frees the product from the world of merchandise and manufacturing and makes it a social being of its own. By addressing an individual rather than a customer, the brand can identify its target on the basis not of age or income, but of a shared vision of what is important, starting from a set of common values.

(United Colors of Benetton, 2010)

That set of common values, is illustrated in their famous controversial advertisement campaigns. By addressing issues that exist in the real world, but are still considered as taboo, UCB tries to break this circle or to raise awareness among their audience. Their slogan ‘United Colors of Benetton’ is so strong, that it even became their brand name. Their message behind their brand name can be taken literally – to unite individuals from all over the world no matter where you come from, no matter your skin color. Many campaigns address issues involving race through different skin colors. Other campaigns adress taboo-issues involving HIV, religion or war.

Especially in their early campaigns in the 90's, UCB tries to create a circle of trust and tolerance by unifying black, white and yellow races together. The following campaigns illustrate the 'united colors'.

 

September 1989 - Campaign for Equality 'Handcuffs' and 'Black woman breastfeeding white baby'

These two advertisements were the first controversial campaigns by UCB. Both have caused a strong reaction of the black community in the United States of America. The 'Black woman breastfeedin white baby' is the most awarded advertisement in Benetton's campaign history and probably also the most remembered one.

February 1991 - Tongues
Following UCB's explanation of this advertisement campaign - this picture of three children (black, white and asian) sticking out their tongues is a good instance of how a universal theme sometimes encounters unforeseen cultural barriers. In Arab countries, this advertisement was withdrawn from dislay as it contained 'pornographic' elements - display of an internal organ is prohibited.

March 1996 - Hearts

In 1996 UCB launched the anti-racism campaign 'Hearts'. This anti-racism message emphasizes that from the inside we all look the same, our hearts are the same although we might look different on the outside. This campaign was launched by UCB in conjuction with SOS Racism.




UCB has many more advertisement campaigns that adress equality of all races. Not all advertisements of UCB regarding to race are enpictured as explicitely as the last three one are. Another campaign that also has 'equality' as its message is February 1991's Graveyard. On this advertisement you can see a World War I cemetery in France. This campaign is a reminder for all people that in war nobody wins - beyond uniforms, race and religion - death is the only victory.


Sources

United Colors of Benetton (2010). About Benetton - Our Campaigns. Retrieved on October 30, 2010, from http://press.benettongroup.com/ben_en/about/campaigns/list/

United Colors of Benetton (2010). Our Campaigns. Retrieved on October 30, 2010, from http://press.benettongroup.com/ben_en/about/campaigns/history/