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Holiday Ads Give Contrasting Messages

Nov 13, 2016 9:45 AM   By Rapaport News
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RAPAPORT... Forevermark, Tiffany & Co and Kay Jewelers have all released video commercials ahead of the holiday season, showing contrasting approaches to entice consumers.

Forevermark launched its campaign promoting the ‘Ever Us’ two-stone collection, featuring a video that follows a New York couple in their daily interactions. The De Beers brand also provides more information about the fictional couple on its website, including how they met and what they like about each other – mirroring the strategy of targeting millennials employed by the Diamond Producers Association. The commercial, published in a 30-second and a 45-second form, concludes with the slogan “Together we shine twice as bright."

Tiffany’s holiday commercial follows a more traditional model, focusing on the glamour and shine of a diamond and the impact it has on a woman’s world. The minute-long clip focuses on the woman rather than a relationship and features lively music, dancing and plenty of shiny diamonds, lights and snow. Like Forevermark’s effort, it is set in Manhattan.

The video on Tiffany’s Youtube page adds alongside it: “It’s not just what’s inside the Blue Box that sparkles. Suddenly, the whole world lights up and becomes a brighter, more wonderful place.”

Kay Jewelers, which is owned by Signet Jewelers, released a video marketing the 'Ever Us' line, featuring scenes in the life of a couple. It urges viewers to buy "one diamond for your best friend, one diamond for your true love, for the woman who's both."

Last year Cartier also released a holiday commercial.
Tags: advertising, Diamond Producers Association, Forevermark, marketing, Rapaport News, Tiffany, Tiffany & CO.
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