Benetton’s universal communication has accompanied the Group's global expansion. When companies export around the world, they normally adapt their advertising to suit different areas. Benetton chooses a single, universal message that is valid for all: beyond borders, skin colour and language.
In the early 1990s, corporate campaigns were developed that represented a new approach to communication: no products, just civil, social and political themes, which every wise advertising executive of the time would have been careful to avoid. This is because here too, Benetton strives to cover new ground, look ahead, experiment and anticipate the times.
By choosing social themes, actively promoting freedom of speech and giving visibility to humanitarian causes, which otherwise would not have been communicated on a global scale, Benetton has given meaning and value to its own brand, building a lasting dialogue with customers – with people – across the world.