Communication Project - For Tiffany & Co.
Project for strategic branding
Year: 2024
Project Brief:
Our aim was to propose a new marketing strategy/campaign to attract a larger audience whilst keeping their previous target strong.
Role:
Researcher and brand designer.
Concept:
“Gladly Your Mother’s”
This campaign seeks to reframe Tiffany & Co.'s brand narrative by highlighting the deep emotional bonds between mothers and daughters, celebrating love, heritage, and the passing of traditions across generations.
Research:
Tiffany & Co. was founded in 1837 by Charles Lewis Tiffany and John B. Young in New York City, initially offering stationery and luxury goods. In 1853, under Charles Tiffany’s leadership, the company rebranded to focus on fine jewelry, earning Tiffany’s reputation as a global leader in the jewelry industry. Known for its iconic blue box, the brand represents sophistication, exclusivity, and craftsmanship. Tiffany’s target audience includes high-net-worth individuals, young couples, and aspirational customers, with a strong emphasis on emotional connections centered around love, commitment, and milestones.
Old Campaign:
“NOT YOUR MOTHER’S TIFFANY”
Tiffany & Co.'s 2021 "Not Your Mother’s Tiffany" campaign aimed to modernize the brand and attract Millennials and Gen Z by positioning it as fresh and relevant. However, the campaign alienated older loyal customers who felt it dismissed Tiffany’s heritage. While some saw the move as necessary for staying competitive, others criticized it for undermining the brand's legacy.
New Campaign Proposal:
“GLADLY YOUR MOTHER’S”
This campaign aims to reconnect Tiffany & Co. with women of all ages, from young daughters to older mothers, ensuring inclusivity after the backlash from the "Not Your Mother’s Tiffany" campaign. By emphasizing the emotional significance of Tiffany jewelry, the brand seeks to restore customer loyalty and position its pieces as cherished family heirlooms. The narrative highlights jewelry as a symbol of love, strength, and continuity, passed down through generations. Key moments, such as gifting Tiffany jewelry for an 18th birthday or as a "something old and something blue" wedding tradition, reinforce its sentimental value. By expanding the definition of love beyond romance to familial bonds, Tiffany strengthens its legacy and appeals to a multi-generational audience.
By cherishing older generations and their pivotal role in Tiffany’s success, while also engaging younger audiences, this campaign bridges the gap between tradition and modernity. It strengthens family bonds, reinforces the brand’s heritage, and celebrates the enduring values of love and connection.