Allison with Benetton and Giunti on new project

United Colors of Benetton and Allison S.p.A. have set up a totally new collaboration with Giunti, the Italian publishing house that specializes in colorful and creative books that encourage children to read and use their imagination.

“Tanti libri da leggere a colori” is a special operation that targets the optical market with the intention of underscoring the importance of reading as a fundamental part of a child’s development.

By buying a pair of Benetton Kids prescription glasses September through November 2011, customers will be given a personal code that can be used on the Amazon.it website to receive a discount on any book in the “Bollicine”, “Leggo io” and “Gru” series by Giunti, in addition to another gift.

The entire operation will be announced in an advertising campaign appearing in major Italian publications and in innovative and colorful materials for opticians’ stores, with leaflets giving information about the advantages of this extraordinary promotion.

United Colors of Benetton will promote this initiative on its own website and its main social networks.