With detailed reference to United Colours of Benetton campaigns of 1985-2000 discuss how effectively Oliviero Toscani Used shock tactic advertising to raise the brand profile of Benetton.
Abby Brooke
With detailed reference to United Colours of Benetton campaigns of 1985-2000 discuss how effectively Oliviero Toscani Used shock tactic advertising to raise the brand profile of Benetton.
In 1985 The Company “United Colours of Benetton” Hired the famous and controversial Italian photographer Oliveiro Toscani to help raise the profile of their brand. United Colours of Benetton had been a quite successful brand since its founding in 1980, and Luciano Benetton had 2000 shops in 60 different countries, but when Luciano met Oliviero in 1982 he changed his life and the company.
Toscani set out to raise the profile of Benetton, by getting the company talked about. His campaigns were often seen to be offensive by some people but always produced good results. One of his first campaigns with the company was to get Benetton a familiar brand around the world. As Luciano had stores in 60 different countries, Oliviero found it only right to include these different cultures in their adverts and came up with a “multiracial fiesta of images.” These images included children of different races laughing together and in one advert a nun and a priest kissing. These adverts caused widespread offence, but were very successful. Toscani was called a “visionary advertising supreme” and became very close friends with Luciano.
