Eww, ooo, or... what? Ah, we know. We'll go buy a monochrome jumper from Bennetton. Casual.
Bennetton claim that "the kiss" is "the universal symbol of love" and that their latest campaign, featuring political and religous leaders kissing will publicise "the notion of tolerance", improve their brand status and translate into better sales. However, within 24 hours of unveiling their new mantra, they have roused controversy across the globe and are being sued by the catholic church for showing "a grave lack of respect".
The "Unhate" campaign is part of a three step plan to relaunch Bennetton's brand, product and stores. The company is focussing on its core collection of knitwear and staple colors, while also tightening its relationship with franchises to better control brand image. As part of the re-launch they've created a kiss wall, so all of you out there can share pictures of you pashing - excited?
Founded: 1965
Revenues: Euros 2.5 billion
Known for: Riding its multiracial "United Colours of Benetton" ad campaign to fame 25 years ago. Controversial topics such as AIDS and Gulf War Casualties... ...Oh, and clothes - lots of jumpers
Previous Campaigns: A nun kissing a priest, parents grieving over a man dying of Aids
Where the campaign will feature: It’s their new GLOBAL communication campaign
How much they're blowing on it: Less than 10 million Euros
What they hope to achieve? Improve brand image and generate lots of PR in order to win back ground lost to competitors such as Zara and H&M (who've been successful... take a leaf out their books Bennetton, otherwise, please, do us a favour, go re-strucutre and focus on what you really want to do... be another GreenPeace)
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