Qui ne connaît pas Benetton ? la marque de vêtement aux campagnes chocs ou engagées. Dans cet article nous ferons un petit tour d’horizon des campagnes Benetton grâce à des dates clés qui marquent l’évolution de la marque depuis les années 1960.
On ne peut parler des campagnes publicitaires Benetton sans évoquer le photographe Olivier Toscani qui a eu une forte influence sur leurs contenus. De 1984 à 2000, ses créations définissent et portent la marque qui se veut sensibilisatrice et engagée.
Les campagnes Benetton, là où tout a commencé :
Benetton naît en 1965, entreprise fondée par la famille italienne du même nom. Elle a pour PDG Luciano Benetton et est spécialisée dans la vente de vêtements, de chaussures et d’accessoires. Elle a défrayé la chronique, faisant couler encre et salive sur une période de presque 10 ans, notamment à cause de ses campagnes publicitaires osées et on en parle encore aujourd’hui (même si l’intérêt qu’elle suscitait a relativement baissé). Sa stratégie de communication basée sur l’implication sociale ont permis à la marque de se hisser de façon fulgurante au-devant de la scène.
Retour sur les campagnes de communication chocs, réussies et désastreuses, de cette entreprise audacieuse et avant-gardiste.
Les Campagnes Benetton
Au tout début de son existence, ce n’est qu’une marque de vêtements et d’accessoires parmi tant d’autres. Avec les mêmes codes standardisés pour la présentation des produits, les campagnes bien réglées sur celles en vogue dans les années 70.
Benetton a commencé réellement une stratégie de communication authentique avec l’entrée en jeu du talentueux photographe Olivier Toscani en 1984, qui repense l’esprit de la marque et adopte la ‘‘publicité par la provocation’’.
Naissance de la United Colors of Benetton
Toutes les couleurs du monde. Couleur comme teinte de tissus, nuance et palette. De là aux couleurs de peau des différents peuples qui composent la population mondiale, il n’y a qu’un pas. Et Benetton (Olivier Toscani) l’a franchi. On crée des affiches, photos d’un groupe de jeunes avec de différentes couleurs de peau. Car Benetton se veut une marque universelle. Les affiches ont toutes un fond blanc et présentent un groupe de jeunes d’origines diverses, mais sans aucune incitation explicite à l’achat des produits de la marque. L’interprétation est laissée librement au public.
© Benetton
Cette campagne a un succès énorme, de par son approche unique à l’époque et axée sur la diversité culturelle, la cohabitation fraternelle de ces différentes cultures. C’est plus tard, après les premières affiches applaudies par le grand public, en 1985 que ces photographies seront signées United Colors of Benetton, ce qui deviendra également le nom d’une des marques de la maison. C’est également au cours de cette année que l’entreprise reçoit le « Grand Prix de la Publicité Presse Magazine » et le « Grand Prix de la Communication Publicitaire ».
Evolution de la United Colors of Benetton
A partir de 1990, Benetton mise sur la publicité choc. S’il est vrai que travailler avec des mannequins de tous horizons pour symboliser la diversité était déjà assez novateur à l’époque, Benetton ne veut pas s’arrêter en si bon chemin. Ces affiches deviennent de plus en plus centrées sur l’effet de contraste (jeune-vieux mais surtout Noir-Blanc, Américain-Russe, Chrétien-Musulman) et les messages moralisateurs sur des sujets de plus en plus sensibles, politiques. Cette stratégie a permis à la marque de lancer à chaque fois la bombe et de laisser les médias booster la publicité. Et en effet, ça a marché. Une affiche de Benetton faisait l’objet de décryptage dans plusieurs médias augmentant la notoriété et la publicité qui était faite à la marque même si tous n’étaient pas des critiques favorables. Il serait hasardeux d’affirmer que la démarche de la marque était purement opportuniste et guidée par la recherche de profits, cependant la position de « conscientisation » a beaucoup élevé et conforté l’image de la marque sur le plan international.
Au cours de cette période (1990-2000), Benetton passe de la période de la mise en avant de la beauté de la différence au combat systématique des inégalités (source de maux).
Des campagnes Benetton de plus en plus choquantes et extrémistes :
Des critiques négatives fusent autour de ces campagnes qui vont devenir plus extrémistes, moins axées sur le produit mais plus orientées vers la dénonciation et l’affichage de clichés plus sombres ou gênants les uns que les autres. En voulant « choquer » toujours plus, Benetton en aurait-il trop fait ?
De l’acclamation du génie aux invectives de la foule, il n’y a qu’un pas, et Benetton malheureusement semble l’avoir franchi. L’entreprise présente des affiches qui ont pour thème entre autres la faim dans le monde, l’anorexie, le VIH, le sang, la mort, des tableaux toujours plus choquants (1991-1992).
De nombreux défenseurs de la marque sont opposés à cette politique de négationnisme et de provocation. Il n’y a pas beaucoup qui adhèrent à la nouvelle direction que prennent les campagnes et à l’image que renvoie la marque. Certaines des images ont été appelées à être censurées dans certains pays (un prêtre embrassant une religieuse, des images particulièrement accablantes et se référant au sang, à la mort). Le produit a disparu progressivement des affiches et les messages deviennent à la limite, accusateurs, tristes, sombres. Dans beaucoup d’esprits, la marque a viré de bord.
Des campagnes Benetton plus engagées
En 1993, elle « répare » ses bévues en misant sur la transparence et la vérité. Elle se lance dans des actions concrètes également.
Entre 1994 et 1997, en continuité à l’idéologie de la provocation qui a toujours été la base de la stratégie de communication et de celle de la vérité, la marque veut soutenir les personnes séropositives en dénonçant leur stigmatisation.
© Benetton
En 2000, le photographe Olivier Toscani enfonce le clou avec la parution des photos de détenus condamnées à mort qu’il a prises dans des prisons aux Etats-Unis sur une durée de deux ans. Les photos portent la mention « Condamné à mort » et l’étiquette verte de United colors of Benetton. Un scandale éclate car les autorités pénitentiaires ainsi que les familles des détenus n’avaient pas donné l’autorisation de les publier. Cela marque la fin de la collaboration de la marque avec Olivier Toscani. L’agence de communication Fabrica reprend le flambeau.
© Benetton
Les nouvelles campagnes Benetton. (Après l’an 2000)
Sous l’égide de la tolérance, de la sensibilisation à une société plus juste, tournée vers l’entraide et le vivre ensemble, la nouvelle campagne de Benetton est plus modérée.. Il est à reconnaître que cette modération du contenu des affiches publicitaires a fait remonter la pente à la société mais elle ne reprendra plus son prestige d’antan.
Hors des sentiers battus
Le cas Benetton est particulièrement intéressant car l’entreprise a fait l’impasse sur nombre de règles admises dans le monde de la publicité en mettant en avant la défense de valeurs sociales et la dénonciation des maux de l’actualité plutôt que le produit, et en faisant intervenir dans ses campagnes des réalités et évènements négatifs (le produit doit être associé à des éléments positifs).
De 2000 à 2020, la marque semble s’être « assagie ». Cependant, il est à noter que la politique de la pub choc n’a jamais totalement cessé. Et quelques-unes des campagnes présentées sont sujettes à de fortes controverses (campagne Unhate en 2008 mettant en scène après manipulation par photomontage, des autorités politiques ou religieuses s’embrassant sur la bouche. Un appel à l’union de deux camps ou idéologies opposés à chaque fois, selon Benetton).
© Benetton
Le retour du photographe Olivier Toscani au sein de la structure fin 2017, a confirmé cette volonté de rester dans l’esprit de la communication provocatrice. Dernièrement, les campagnes se sont plus centrées sur la célébration de la diversité culturelle, la gaieté.
© Benetton
Même si les opinions sont partagées, Benetton a su se démarquer et n’a pas fini de marquer les esprits.
Pour plus d’articles sur les top et les flop du marketing de ces dernières années, rendez-vous ici
184697 901517Thankyou for all your efforts which you have put in this. extremely intriguing information . 633606
56761 542059Do people nonetheless use these? Personally I love gadgets but I do prefer something a bit a lot more up to date. Still, nicely written piece thanks. 348868
889432 903038There couple of fascinating points at some point in this posting but I dont determine if these men and women center to heart. There is some validity but Let me take hold opinion until I check into it further. Wonderful write-up , thanks and then we want much more! Combined with FeedBurner in addition 123539
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. Second life is literally my second life (pun intended lol). If you would like to see more you can see these Second Life websites and blogs
This was awesome! I would like you to clean up all this spam though
Have you ever heard of second life (sl for short). It is basically a online game where you can do anything you want. sl is literally my second life (pun intended lol). If you want to see more you can see these second life articles and blogs
536750 838347This web site is actually a walk-through it really could be the details you wanted concerning this and didnt know who to inquire about. Glimpse here, and you will absolutely discover it. 381081
Have you ever heard of second life (sl for short). It is basically a online game where you can do anything you want. sl is literally my second life (pun intended lol). If you want to see more you can see these Second Life websites and blogs
Have you ever heard of second life (sl for short). It is basically a online game where you can do anything you want. sl is literally my second life (pun intended lol). If you want to see more you can see these sl articles and blogs
974418 770771Sweet internet site , super style and style , rattling clean and utilize genial . 937169
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. Second life is literally my second life (pun intended lol). If you want to see more you can see these second life articles and blogs
Have you ever heard of second life (sl for short). It is essentially a video game where you can do anything you want. SL is literally my second life (pun intended lol). If you would like to see more you can see these sl websites and blogs
Have you ever heard of second life (sl for short). It is essentially a video game where you can do anything you want. sl is literally my second life (pun intended lol). If you would like to see more you can see these Second Life articles and blogs
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. SL is literally my second life (pun intended lol). If you would like to see more you can see these Second Life authors and blogs
Have you ever heard of second life (sl for short). It is basically a video game where you can do anything you want. sl is literally my second life (pun intended lol). If you would like to see more you can see these sl articles and blogs
Sushi Cat for the theme of this game, once you play it, you will immediately know that the theme is quite cute and this visual theme is a little bit more Japanese. And the reward or payout round of this genre, if to be honest, it can’t be as good as Hip Hop Panda, because this game has bad payout rounds, it’s still not enough. Just cool, but the symbols or other variations of the game are also bad. If you are looking for a game genre of PGSlot, then the team must recommend a game that is in the category of hard games or weird games, because the nature of these games may have a picture. It looks unattractive to play, but in fact, the rewards of the game are quite a lot to choose from. The payout rates are also quite large.
This was great! I would like you to clean up all this spam though
Have you ever heard of second life (sl for short). It is essentially a game where you can do anything you want. Second life is literally my second life (pun intended lol). If you want to see more you can see these second life websites and blogs
This was awesome! I would like you to clean up all this spam though
Have you ever heard of second life (sl for short). It is basically a game where you can do anything you want. sl is literally my second life (pun intended lol). If you would like to see more you can see these sl authors and blogs
920867 144162There is noticeably plenty of funds to comprehend this. I suppose you created specific nice points in functions also. 867091
Have you ever heard of second life (sl for short). It is basically a game where you can do anything you want. sl is literally my second life (pun intended lol). If you want to see more you can see these second life articles and blogs
Have you ever heard of second life (sl for short). It is basically a game where you can do anything you want. sl is literally my second life (pun intended lol). If you want to see more you can see these second life authors and blogs
Have you ever heard of second life (sl for short). It is basically a game where you can do anything you want. SL is literally my second life (pun intended lol). If you would like to see more you can see these sl articles and blogs
I haven’t checked in here for a while because I thought it was getting boring, but the last few posts are good quality so I guess I’ll add you back to my daily bloglist. You deserve it my friend 🙂
I am curious to find out what blog platform you are utilizing?
I’m having some minor security issues with my latest site
and I’d like to find something more secure. Do you have any solutions?
wonderful put up, very informative. I ponder why the other
specialists of this sector do not notice this. You should proceed your writing.
I’m sure, you have a huge readers’ base already!
Hello, Neat post. There’s a problem together with your website in internet explorer, would check this?
IE still is the marketplace chief and a huge part of other folks will miss your excellent writing due to this problem.
I loved as much as you’ll receive carried out right here.
The sketch is tasteful, your authored material stylish.
nonetheless, you command get bought an nervousness over that you
wish be delivering the following. unwell unquestionably come more formerly again since exactly
the same nearly very often inside case you shield this increase.
Great blog here! Also your site loads up very fast!
What web host are you using? Can I get your affiliate
link to your host? I wish my site loaded up as fast as yours lol
After looking over a handful of the blog posts on your website, I honestly like your technique of blogging.
I added it to my bookmark website list and will be checking back soon.
Take a look at my web site too and let me know your opinion.
You need to be a part of a contest for one of the
highest quality blogs on the web. I most certainly
will highly recommend this blog!
I visit everyday some blogs and websites to read posts, however this weblog provides quality based
writing.
166470 210266I cannot thank you fully for the blogposts on your web page. I know you placed a lot of time and effort into all of them and hope you know how considerably I appreciate it. I hope I will do precisely exactly the same for an additional individual at some point. Palm Beach Condos 897165
Have you ever thought about adding a little bit more than just your articles?
I mean, what you say is fundamental and everything.
However imagine if you added some great graphics or videos to give your posts more,
« pop »! Your content is excellent but with images and videos, this site could undeniably
be one of the most beneficial in its niche.
Very good blog!
Thank you for the sharing your knowledge as well as info
its really helpful and also understandable.
What’s Happening I’m new to this, I stumbled upon this I’ve discovered
It absolutely useful and it has aided me
out loads. I am hoping to contribute different users like its aided
me. Great job.
Incredible points. Great arguments. Keep up the
amazing work.
107204 445959Hi there! Someone in my Myspace group shared this site with us so I came to give it a appear. Im definitely loving the info. Im bookmarking and is going to be tweeting this to my followers! Outstanding blog and amazing style and design. 888957
It’s very simple to find out any topic on web as compared to books, as I found this paragraph at this
web page.
I must thank you for the efforts you’ve put in penning this site.
I’m hoping to view the same high-grade content by you in the future as well.
In fact, your creative writing abilities has motivated me to get my own, personal
website now 😉
Hey there! This post couldn’t be written any better! Reading
through this post reminds me of my good old room mate!
He always kept talking about this. I will forward this write-up to him.
Fairly certain he will have a good read. Many thanks for sharing!
This site really has all of the information I needed about this subject and didn’t know who to ask.
Wonderful beat ! I wish to apprentice whilst you amend your
website, how could i subscribe for a blog website? The account helped me a applicable deal.
I were tiny bit familiar of this your broadcast offered vibrant transparent idea
Hmm is anyone else experiencing problems with the pictures on this blog loading?
I’m trying to figure out if its a problem on my end
or if it’s the blog. Any feed-back would be greatly
appreciated.
It’s amazing to pay a visit this site and reading the views of all colleagues on the topic
of this post, while I am also keen of getting knowledge.
Hey! Do you know if they make any plugins to safeguard against hackers?
I’m kinda paranoid about losing everything I’ve worked hard on.
Any tips?
Attractive component of content. I simply stumbled upon your site
and in accession capital to say that I acquire in fact enjoyed
account your blog posts. Any way I will be subscribing to your feeds or even I
fulfillment you get entry to persistently fast.
of course like your web-site however you need to check the spelling on several
of your posts. Several of them are rife with spelling issues and I in finding it very troublesome to inform
the reality nevertheless I will definitely come back again.
I blog quite often and I truly thank you for your information. Your article has really peaked my interest.
I am going to book mark your site and keep checking for new details about once a week.
I opted in for your Feed too.
My brother suggested I might like this blog. He used to be entirely right.
This submit actually made my day. You can not consider just how so much time I had spent for
this info! Thanks!
If you are going for most excellent contents like
I do, only visit this website every day for the reason that it provides feature contents, thanks
constantly i used to read smaller articles which as well
clear their motive, and that is also happening with this paragraph which I am reading now.
I’ve been exploring for a little bit for any high-quality articles or weblog
posts on this kind of house . Exploring in Yahoo I finally stumbled upon this website.
Reading this info So i am glad to show that I’ve an incredibly excellent uncanny feeling I came upon just what I needed.
I most for sure will make sure to don?t disregard this website and
give it a look on a constant basis.
Hey! This is kind of off topic but I need some help from an established blog.
Is it difficult to set up your own blog? I’m not very techincal but
I can figure things out pretty fast. I’m thinking about creating my own but I’m not sure where to start.
Do you have any points or suggestions? Thanks
Hey, I think your blog might be having browser compatibility issues.
When I look at your website in Safari, it looks fine but when opening
in Internet Explorer, it has some overlapping.
I just wanted to give you a quick heads up! Other then that,
amazing blog!
Hey I know this is off topic but I was wondering if you knew of any widgets
I could add to my blog that automatically tweet my newest twitter updates.
I’ve been looking for a plug-in like this for quite
some time and was hoping maybe you would have some experience
with something like this. Please let me know if you run into anything.
I truly enjoy reading your blog and I look forward to your new
updates.
After I initially commented I seem to have clicked the
-Notify me when new comments are added- checkbox and now every time a comment is
added I recieve 4 emails with the same comment. Perhaps there is
an easy method you can remove me from that service? Thanks!
I appreciate, lead to I found just what I was taking
a look for. You’ve ended my 4 day long hunt!
God Bless you man. Have a great day. Bye
When someone writes an post he/she retains the thought of a user
in his/her brain that how a user can understand it. Therefore
that’s why this post is perfect. Thanks!
Hi there, just wanted to tell you, I liked this post.
It was funny. Keep on posting!
It’s nearly impossible to find knowledgeable people about this subject, however, you seem like you know what you’re talking
about! Thanks