United Colors of Benetton is a global fashion brand based in Ponzano Veneto, Italy, founded in 1965. The Benetton Group has a network of approximately 5,000 stores worldwide.
Benetton is known for its sports sponsorships, and for its "United Colors" advertising campaign. In 1982, Benetton hired Oliviero Toscani as creative director, which led to a change in advertising focus towards raising awareness for various issues worldwide.
In 1989, Toscani refocused Benetton's advertising strategy under the "United Colors of Benetton" campaign.
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