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Benetton If you ask someone what they think of when the word “Benetton” is mentioned, they might describe some rather extreme images or they may just describe colorful clothes worn by colorful people. In either description, a successful association has been made between the United Colors of Benetton clothing ad campaigns and their public. Despite Benetton's current flourishing aspiration to branch out into selling things other than their typical knitwear, the visuals engrained in most of our minds such as nuns kissing priests or multi-ethnic teenagers on parade, might forever be associated with the brand. This, however, has not been by chance. Founder, Luciano Benetton has been quoted saying “The purpose of advertising is not to sell more. It's to do with institutional publicity, whose aim is to communicate the company's values…” Not all would agree with Benetton’s statement though, mainly some American marketers who insist that the most important aspect of any ad is the product being sold. Yet, Benetton’s history and advertising infamy may speak for itself in interpreting the role the ads have played for the company. A true family business, Benetton started when Italian native Luciano Benetton decided