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Benetton dares customers to shop in underwear

Published on .

VILNIUS, Lithuania -- Notorious worldwide for its daring ad campaigns, Benetton has come up with a new shock tactic marketing stunt in Lithuania's capital Vilnius.

To mark the launch of the company's summer collection in Lithuania, the Italian company is offering consumers "10 minutes of pure joy." However, the offer is restricted to shoppers willing to visit the company's stores in Vilnius dressed only in their underwear.

Those courageous enough to brave Lithuania's spring winter of snow and slush to take advantage of the offer, will receive a free pair of Benetton jeans.

"We are expecting a huge crowd to turn out, more to watch than to undress, and we are expecting to give away hundreds of pairs of free jeans today," says Benetton spokesman Karlus Minvicius. "Lithuanians do not tend to be as self-conscious about their bodies as may happen elsewhere in Europe."

Copyright April 1997, Crain Communications Inc.

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