United Colors of Benetton
Portraying the sale as tempting as icecream, Benetton’s window executed at five premium outlets all across the country for the sale season takes a different note than just being a generic display.
For this sale season, Benetton used the theme of ice cream to attract passerby as it appeals to all generations with the display mainly taking on a primary colour combination of red and white. Animesh Ikshit, Head VM & Project, Benetton India, told, “Through the current window, the idea was to make the offer more engaging and inviting for consumers, a bit of storytelling to make it an irresistible offer. Ice cream has a unique potential of transcending through generations, age brackets and gender as one of the most important desert over decades in the urban society. This is Benetton’s honest trial to bring an element of symbolic surprise.”
Red and white combination is synonymous of the end of the season sale while yellow and black addressed to the largest spectrum for better visibility. Brand specific graphic and collateral became important protagonists of the whole visual communication. Materials like bent ply, MDF, wool, mild steel etc were used to create the window display.