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Benetton Brand Relaunch With No Shock

Benetton, the Italian knitwear company, is relaunching its brand with a new ad campaign that ditches shock factor images such as the pope kissing an imam, which once angered the Vatican. John Mollanger, Benetton’s new head of product and marketing, says that the brand is integrating its mission to sell clothes and its advertising campaign “for the first time maybe” to make its message to customers more consistent.

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