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Diamond Brands Shun Traditional Holiday Ads

Tiffany and Signet campaigns emphasize experiences and diverse relationships.
Dec 5, 2018 8:26 AM   By Leah Meirovich
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RAPAPORT... Diamond advertising has well and truly departed from traditional styles, this year’s holiday commercials suggest. Gone are the days of the De Beers campaigns targeting men buying a diamond for his fiancée.

The major retailers have taken a much more experimental approach, with Tiffany & Co. creating an eccentric video that features actress Zoë Kravitz, while Signet Jewelers’ brands have focused on experiences and diverse relationships.

Tiffany’s new Alice in Wonderland-themed campaign is generating positive buzz among viewers on YouTube. In the video, Kravitz appears as a Tiffany salesperson drawn from her shift in the store into a quirky world containing an underground Tiffany workshop. It features cameos from models Naomi Campbell, Xiao Wen Ju, Karen Elson and Maye Musk, and showcases the brand’s Paper Flowers and Tiffany True collections, as well as established lines such as Tiffany Keys.

YouTube users primarily responded positively to the video — which racked up nearly 8 million views — calling it “brilliant” and “super impressive.”

“There’s something genius about this,” commented YouTube user Crystal Ward. “The contemporary vs. the fantastic. Luxury vs. edge. All balanced together.”

“Yaaaaaasssssssssssssss!” added Johanna Kanae, another user. “To everything. This commercial is the stuff!”

Instagram users agreed, commending the company on the “absolute treat” the video was, and for its reinvention, saying it was “an entire new Tiffany’s, but the same.”

Facebook users, however, had mixed feedback for the luxury brand’s new offerings. The same video received 138,000 views on that social media outlet, with generally positive commentary. However, users weren’t too sure about the company’s holiday window video, which features a Tiffany robot showing off some breakdancing moves.

“Please bring traditional Tiffany back,” wrote Facebook user Jonna Mcgrath Rowe. “Your new trashed jewelry is awful and is this a disgrace (sic) ad campaign.”



Signet subsidiary Kay Jewelers has put out four ads that take a more modern approach to relationships. One depicts a man asking permission to marry the woman he loves, and only at the end is it clear that it’s not her father he’s talking to. Another video by the brand highlights couples sharing experiences such as road trips and visits to the movies. View the Kay videos here.

Jared, another Signet chain, spotlights the many different types of relationships in which love flourishes in today’s diverse society. Its campaign, “Dare to Be Devoted,” zooms in on same-sex couples, biracial relationships and women proposing to men.



Meanwhile, De Beers stuck with its Forevermark campaign from last year, and the Tribute collection focused on female self-purchasing. The campaign began November 5 and will appear on ABC, NBC and CBS television, as well as in CBS’s and Fox’s NFL football coverage each Sunday in December, De Beers said.



Image: Zoë Kravitz starring in Tiffany’s holiday ad campaign. (Tiffany & Co.)
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Tags: ABC, brand’s Paper Flowers, CBS, De Beers, Forevermark, Jared, kay, Kay Jewelers, Leah Meirovich, NBC, Rapaport News, retail, retailers, Signet, Signet Jewelers, Tiffany, Tiffany & CO., Tiffany Keys, Tiffany True, Tribute Collection, Zoë Kravitz
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