The power of a colour, so powerful that it has to be trademarked! Colour No. 1837 on the Pantone Matching System chart, alongside the packaging container on which the color appears as well as the white satin ribbon tied around it are all not commercially available, following a 1998 formal filling. This makes Tiffany & Co’s immaculate brand packaging possibly the most recognizable and most desired retail container in history.
In addition to being named one of the Top 10 Most Iconic Movie Locations by TIME Magazine for Breakfast at Tiffany’s, the luxury retail brand is a prime example of a company’s ability to read the market; change based on consumer needs, and adapt to match the demand in the market. Aspirational brands are known for arriving more than fashionably late to the digital marketing party, but Tiffany & Co is one of the few that have adopted social marketing methods to align with their brand, and have established a way to maintain their elitist ‘exclusivity’, while broadening their reach through digital media.
A leader in the Luxury Retail Market, Tiffany has reached audiences in a refreshing way and is leading the pack of luxury brands using the Internet for marketing. One way the brand is impressing consumers is not just through its gorgeous website touting its elegant diamonds, but by tapping into the sentiment involved in purchasing fine jewelry, particularly engagement rings. I’m a huge fan of campaigns that use the power of emotions to build authentic connections with their audiences. In 2015, Tiffany broke boundaries with their beautiful “Will You” campaign, which celebrated “love in all its forms”, featuring real-life couples. I’ve yet to see something so touching and in tune with the times, celebrating diversity and true love in such a stunning way. According to the brand, the campaign was set to acknowledge the “variety of forms found in modern romance”, and positions their rings as “the first sentence of the story that a couple will write together.” My Heart <3
Last year, Tiffany & Co launched #LoveNotLike, a digital campaign featuring models Pyper America Smith, Fernanda Ly and Imaan Hamman, celebrating the new Return to Tiffany® Love designs. “We live in a social culture of ‘like’, but for Tiffany & Co., ‘like’ is not enough. #LoveNotLike communicates the belief that love, as an attitude, is something to uphold and celebrate,” said Diana Hong, VP of Digital Marketing, Tiffany & Co. According to the brand, the three models were chosen because “they embody the open-hearted, optimistic spirit of the Return to Tiffany Love collection”.
2016 also saw former creative director of American Vogue Grace Coddington, join the jewellery house as a “creative partner”. In her role, Grace worked with global marketing creative director, Toni Lakis to reshape the brand’s fashion advertising, starting off with the short film concept, Legendary Style. The short film directed by R.J. Cutler, director of The September Issue, features portraits of brand ambassadors Elle Fanning, Lupita Nyong’o, Christy Turlington and model Natalie Westling, all handpicked by Coddington, making it the first time in history Tiffany has ever used celebrities in a campaign.
Earlier this year, in yet another surprising move, the brand announced pop sensation, Lady Gaga as the face of its new fashion jewelry collection, Tiffany HardWear. In her role as the Face of the brand’s newest collection, Gaga also starred in a new TV ad where she talks about her love and appreciation for the company throughout a 60-second film in which the pieces are shown for the first time.