SBD / 21 / BENETTON HITS AIR WITH SPORTS-SYSTEM ADS; IPO COMING NEXT

SBD/21/Sponsorships Advertising Marketing

BENETTON HITS AIR WITH SPORTS-SYSTEM ADS; IPO COMING NEXT

Published July 21, 1995

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     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).
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