[Alex Murphy]

I’m not sure exactly why Benetton thought this would be a good advertising campaign, or what they were advertising, but I’d say it’s not working.

Oh look! Catholics are talking about the Benneton brand and product line on a wholly unrelated political message board!

You can't buy market penetration like that with just money. I'd say it's working exactly as they had planned.

[clockwise]

Only if it causes people to actually purchase the brand.

If it causes people to avoid or boycott, what has the company accomplished?

[Campion]

You can't buy market penetration like that with just money

That's only free publicity, Alex, not market penetration.

I don't think anyone in my immediate family has ever bought anything from Benetton, and they've just ensured that they won't be buying anything from them for a long time to come. That's the opposite of market penetration.