WHY TIFFANY WAS MEAN TO MY MUM
You'll say, “we've got nothing in common, no common ground to start from - and we're falling apart.” And I said, “what about re-branding Tiffany’s?” She said, “I think my Mom used to shop there – and as I recall we both kinda liked it.” And I said, “Well, that’s one thing we’ve got”.
And if you’re like me, you’re already tapping your toe to the 1995 one-hit wonder from Deep Blue Something. That’s salience that is. Pop culture referencing pop culture that references a brand. It’s the holy grail of advertising. But 1995 was some time ago. So how can Tiffany’s jump back into the zeitgeist?
Turns out they did what fashion brands do best – they made a statement. And the internet got cross.
“Not your Mother’s Tiffany’s.”
Founded in 1837, Tiffany’s is a luxury jewellery brand. It’s done okay over the years and was recently sold to LVMH (the luxury everything company) for several billion dollars. Fast-forward to today and it was time to ‘reposition’.
Gone are the celebrities, the familiar blue and the ‘black and white’ backgrounds. Instead we see energy, attitude and the provocative announcement that “It’s not your Mother’s Tiffany.”
Cue outrage: some mothers won’t have it.
“As a mother who has spent the last 15 months working from home and homeschooling my daughters at the same time I feel really offended by your campaign.” Tweeted one.
“As a mum and older woman you're saying you don't need me as a customer anymore,” threatened another. And hundreds more.
And then the advertising experts piled on. “For a brand as iconic as Tiffany, I would have expected a more unique way to appeal to a Millennial and Gen Z buyer,” said one Creative Director.
“It’s too easy.” explained another, ‘We’re not old-fashioned! No, really we’re not!’ It’s like they’re apologising for the previous 184 years.”
Seems like everyone has an opinion.
But does the work work?
It already has. Whether or not this particular burst of activity will drive instant sales is up for grabs. But Tiffany’s is being talked about again. And those conversations prompt memories and song lyrics and emotional connections with that time you bought that thing and wrapped up that little blue box and put it under a tree for someone special. Those are the connections that sell jewellery.
Brand building godfather, Byron Sharp, would chalk it up as a win. He reckons you only need to win two things to grow a brand – mental availability (headspace to think about it) and physical availability (somewhere to buy it). Tiffany’s have the digital and retail footprint covered. Now they’re in the zeitgeist – with attitude.
And what about the haters?
Haters gonna hate, right? Taylor Swift is the expert on that. But what people say and what they do are two different things. Social outrage is swift and opinionated. Specific actions are rare – well outside the margin of error.
More importantly, the campaign isn’t designed to alienate older women. It’s designed to attract them. If you say “mother” to a mother they think of their mother. But when they think fashion, they think young. Just about anyone over 18 aspires to look and feel younger. It’s a trillion dollar truism. So Tiffany’s aren’t narrowing their market to a new demographic, they’re broadening it out to anyone who wants to feel good wearing their jewellery.
Will some stay offended? Sure. But far more ‘mothers’ will be drawn into the new Tiffany conversation than those who choose to be upset. And let’s be honest, “Just like your Nana used to wear.” is a far less appealing call to action for a fashion brand.
Fashion is about feels – and future.
While advertising reflects culture. High fashion defines it. So Tiffany’s have done what fashion brands are born to do. They’ve started a conversation, and refocussed the feels. Fancy jewellery isn’t just for old people any more – it’s for everyone.
And fashion brands are all about selling a feeling. Now you can feel good, whatever your age, just by unboxing that little blue treasure. And if a short-term Tiffany’s tiff and an edgy new focus sells a few more earrings and watches, that’s a bonus.
That’s what I reckon, what do you think?
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