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SBD/21/Sponsorships Advertising Marketing
BENETTON HITS AIR WITH SPORTS-SYSTEM ADS; IPO COMING NEXT
Published July 21, 1995
Benetton, parent of Prince Sports Group, launched its first ad for the company's SportsSystem division, which sells skis, ski boots, snowboards, tennis racquets, in-line skates and sports apparel. The campaign, created by Olivier Toscani, Creative Dir for Benetton Group, runs with the theme, "Do You Play Life?" The costs is estimated at $27M and the campaign will run through summer of '96 (AD AGE ONLINE, 7/21). Benetton is planning a public offering in '97 (GOLF SHOP OPERATIONS PRO REPORT, 7/21).