Ready for some cause marketing gone very, very
wrong? In support of a United Nations campaign addressing violence
against women, Italian clothing company (and ubiquitous U.S. mall
store) United Colors of Benetton has staged what’s essentially a
sexy stoning—with a twist! Instead of pelting the “fragile beautiful woman“, as Forbes
describes her, with rocks, our angry band of ambiguous-ethnicity
men are actually just dramatically showering her with
flowers!
The aim, according to United Colors of Benetton, is to
“promote gender equality” and “remind the world that women should
no longer have to put up with discomfort, suffering or a life of
misery.” (Discomfort?)
“We chose the flower, not the stone,” Erik Ravelo, head of
social engagement campaigns for Benetton Group’s communications
research center, told Marketing Daily. Isn’t that so sweet? But,
you know… most stoning victims don’t get that choice. And filming
a whimsical, sexualized, dreamlike version of violence against
women seems a lot more like trivializing and capitalizing on their
misery than making a statement or a difference.
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