Diesel :strategy of communication in the
Benetton style
Without the shadow of a doubt, the Italian brand does not stop increasing and surpasses the best brand of jeans. Its stategy of communication is to chock in order to limit the media campaign.
In fact, the ads of Diesel consists in making fun of the ads. For exemple, it is recommended to smoke a lot, to become a God of sex…
Anyway, Diesel received a prize in Cannes. So, the brand does not want to change its politics of communication because of its success. The new publicity campaign shows a luxuriant Africa helping an impoverished West.
However, Diesel has to be carreful not to make as the Benetton’s syndrome.
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