The newborn ad prompted roughly 650 complaints to the British Advertising Standards Authority, which noted in its 1991 annual report that the Benetton baby ad "attracted more complaints than we have ever previously known." A third ad included a black stallion copulating with a white mare, while a fourth advert showed a light-skinned girl with blond hair hugging a dark-skinned boy whose hair was shaped into devil horns. Another ad featured a bloodied, unwashed newborn baby with umbilical cord still attached. The campaign's graphic, billboard-sized ads depicted a variety of shocking subjects, including the deathbed scene of a man ( AIDS activist David Kirby) dying from AIDS. In 1989, Toscani refocused Benetton's advertising strategy under the "United Colors of Benetton" campaign. In 1984, Toscani photographed the first multiracial ad for the brand.
In 1982, Benetton hired Oliviero Toscani as creative director, which led to a change in advertising focus towards raising awareness for various issues worldwide. Marketing īenetton is known for its sports sponsorships, and for its "United Colors" advertising campaign. In March 2020, Massimo Renon was named CEO of the company. As of 2020, United Colors of Benetton has 1,500 employees and uses 25,000 workers through subcontractors.
Revival efforts also included appointing Jean-Charles de Castelbajac as artistic director and re-appointing photographer Oliviero Toscani. Prompted by the heavy losses, Luciano Benetton, who was then 83 years old, returned from retirement as Executive Chairman for the brand. In 2017, the group posted a loss of €180 million. In 2012, Benetton Group was delisted from the stock exchange and is now a fully owned subsidiary of the Benetton family company Edizione holding. In 2000, it ranked 75th in Interbrand's ranking of the best global brands however, by 2002, it had dropped out of the list. īenetton was an iconic brand in the 1980s and 1990s, but has since struggled to regain this position. The company's core business consists of clothing brands United Colors of Benetton and Sisley. In 1965, the Benettons opened their first store in Belluno and three years after in Paris. It is a wholly owned subsidiary of the Benetton family's holding company Edizione. Benetton Group has a network of about 5,000 stores worldwide. ( Italian pronunciation: ) is a global fashion brand based in Ponzano Veneto, Italy, founded in 1965. United Colors of Benetton in Belgrade, Serbiaīenetton Group S.r.l.
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