One of the most popular and successful advertising campaigns was "The United Colors of Benetton.
The advertising philosophy of United Colors of Benetton is based on Luciano Benetton’s belief that ‘communication should not be commissioned from outside the company, but conceived from within its heart.’
From that assumption stems the advertising strategy of a brand that has aimed, for over 20 years, to create “value” by capitalizing on an image.
A company that emphasizes value and chooses to create value is no longer communicating with the consumer but with the individual.
“All the colors of the world” was one of the first slogans to appear in Benetton ads, and was later altered to “United Colors of Benetton.” The concept of united colors was such a strong one that for the first time in its history, the company adopted the slogan as its actual logo.
This is the Newcastle Sea Baths, Australia, at dawn