Since November, benetton breathes new life into the “UNITED COLORS”-campaign which had been brought to life by the photographer Oliviero Toscani.
The advertizing plan of the fashion photographer worked perfectly for his customer: people around the world bought benetton products. In 1995, the Benetton Group had 7,000 stores in 110 countries.
Then, in 2000, the idea of ”provocative advertisement” took an abrupt end: The photographer illustrated on downtown facades large scale portraits of prisoners awaiting their execution. As a result, sales stagnated, profits shrinked and the share price collapsed.
Now, the family wants to buy back those 27 percent of company shares that were consequently transferred to “foreign” hands.
See here impressions of the “old wine in new skins”-release:
- the UNITED COLORS OF BENETTON UNHATE-campaign
For more visit the benetton youtube channel!



