How Benetton moved from shockvertising to be ‘never shocking’

As fashion brand United Colors of Benetton introduces a new creative platform and marketing strategy to strengthen its brand identity, The Drum takes a look at the evolution of the once provocative and politically charged brand.
From its early beginnings in 1965, Benneton’s marketing strategy was to challenge social norms, using shocking images to champion issues that affect humanity. From images of the Pope kissing Ahmed el-Tayeb, imam of Egypt's al-Azhar Mosque, to a picture of an HIV-po