Benetton

Abstract

The clothing brand Benetton has achieved one of its objectives, to talk about it. Through an aggressive but constant publicity campaign that is recognized more than the same brand, we have proof of its name and in many of us a memory is activated, a disposition of mind every time a new advertisement appears. It can be called a campaign because it has been developed in a coherent and continuous way; because their messages reveal common purposes. Campaign that has served the pain, the scandal or the transgression of certain plots of intimacy, with the only condition that these referents were closely linked to current events.