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Tiffany Ad Campaign Earns Critical Acclaim

The ‘Will You?’ Campaign

World famous jewellery brand Tiffany has launched a new advertising campaign focused on engagement, but it is one featured couple in particular that has caused the ad to go viral.

The campaign features 7 couples at varying stages of their relationship, each accompanied by a short paragraph set as questions, designed to highlight the many differences in relationships. The campaign has gained exposure for the inclusion of a same sex couple. Tiffany spokesperson Linda Buckley says the decision to feature these two models was due to the fact they are genuinely dating.

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This is the first time such a couple has appeared in a Tiffany ad, and the move has been praised by critics and customers alike.

The text alongside reads:

“Will you promise to never stop completing my sentences or singing off-key, which I’m afraid you do often? And will you let today be the first sentence of one long story that never, ever ends?”

In an official statement, the company set out the idea behind the campaign:

“Tiffany is excited to launch our new Will You? engagement campaign, reflecting a modern approach to love and romance. Nowadays, the road to marriage is no longer linear and true love can happen more than once with true love stories coming in a variety of forms. The Tiffany engagement ring is the first sentence of the store that a couple will write together as they create a life that is deeply intimate and exceptional, which is the message we hope to convey through this campaign.”

Of course public opinion on this matter is still unfortunately divided, and some customers say they feel put off by the ad. These voices are definitely the minority however. The vast majority of those asked to comment responded with positive statements supporting both the ad and same sex marriage.

One shopper, by the name of Eileen Romulo, shared her thoughts with CBS:

“If Tiffany’s can make something like this, then maybe the rest of the world can slowly realize these are people and they deserve the same rights that we all have.”

The ad is also perfectly timed, being released at a time when same sex marriage is fresh in the minds of the populace, being recently legalised in 36 American states as well as many countries around the globe.

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However, USC marketing professor Lars Perner suggests that the ad may not have gone down so well if it was produced by a different company:

“It does help to be an upscale brand, upscale community, much more acceptance of the gay and lesbian relationship.”


Not only does the new campaign make an important social statement, it's also an intelligent business move for Tiffany’s. The widespread legalisation of same sex marriage is predicted to see a wave of people from the LGBT community tying the knot, and Tiffany’s may have just secured the market before it truly blossoms.


Sam is an aspiring novelist with a passion for fantasy and crime thrillers. Currently working part time as a content writer, he hopes to one day drop that 'aspiring' prefix. Follow him @SamAtSMF

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Tiffany Ad Campaign Earns Critical Acclaim Reviewed by Sam Bonson on Monday, January 12, 2015 Rating: 5
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