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Benetton the world famous clothing producer once again dives into social issues that the United States may not be ready for The Italy based group is well known for their shocking world issue advertisements that only bear the company logo In fact Benettons advertisements traditionally do not feature the clothes it sells only the issues play the lead role After years of controversy over ads such as AIDS war interracial relationships and priests kissing nuns it may be time for Benetton to campaign about something other than controversial social issues like clothesOn January 1 2000 Benettons new advertising campaign wasnt about sweaters or pants but about convicted murderers that are on death row The death row ads feature portraits of American death row inmates in prison uniforms with the slogan Sentenced to Death The ads give the inmates name date of birth crime and expected method of execution Within the campaign inmates also talk about topics ranging from their childhood to their dreams everything except their victims According to CNN victims rights advocates are outraged as well as are the individuals that lost loved ones to the profiled inmates Once again Benetton is faced with another controversy that could perhaps worsen their already poor US market share According to the New York Stock Exchange where The Benetton Group is publicly traded it seems that the company has lost over ten dollars per share since their peak of 50 1516 in January This decrease could be attributed to many things but perhaps the most significant was the February announcement that Sears would immediately pull Benetton designed clothes from all 400 of its stores that had been selling the Benetton USA line The Benetton USA line was specifically designed for Sears when the two companies joined last summer to introduce a new line of juniors kids and mens apparel Troubled by the campaign Sears renegotiated its contract with Benetton to gain the right to preview future
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