Benetton has always done this since their inception. Their whole ethos is supposedly around the idea of 'United' colors of skin around the world and tolerance and respect for diversity.
Their product is purposefully missing from their advertisements. They are hoping that by developing a brand that stands for something, their product would become one of its attributes. And when people buy their clothes, they are also buying into what the brand stands for.
The company publishes Colors magazine, which goes even farther with its political and social commentary. They highlight campaigns around the world working in conjunction with the UN and various aid agencies to build information and awareness about a variety of social issues such as famine, Aids and poverty.
I think they're a really interesting company, sure they are trying to make a buck, every company is, but at least they try to stand for something and create discussion and controversy through their communication and they do generally practice what they preach, which instantly makes them stand head and shoulders above most fashion labels and brands.
(ps. sorry for my lack of U's, i've been living in America, they don't believe in the use of the letter U)
(pps. yes. I do work for a branding agency
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