Abstract

The advertising strategy followed by Benetton, a leading Italian clothing company, notorious for its controversial advertising campaigns, forms the focus of this caselet. The caselet examines the various commu-nication strategies taken up by the company in the guise of social responsibility measures and attempts to analyze the unethical practices that Benetton followed in its promotional activities.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Controversial advertising campaigns and promotional campaigns
• Social responsibility - just another way to promote products
• Benetton and social responsibility
• and Ethical issues related to Benetton promotional campaigns.

Keywords

Benetton Group S.p.A (Benetton), clothing company, promotional campaigns, advertising, social responsibility, ad campaign, advertisements, social causes, controversial ad campaigns