The report shows that couples are searching for vintage and antique rings, gold jewelry, pearls, and colorful pieces.
Cutting-edge cross promotion
An above-average price tag is the only thing Tourneau watches and Honora pearl jewelry seem to have in common with Fage Total yogurt. But that was enough for Fage's advertising agency, Ogilvy New York, to approach the brands with a...
An above-average price tag is the only thing Tourneau watches and Honora pearl jewelry seem to have in common with Fage Total yogurt. But that was enough for Fage's advertising agency, Ogilvy New York, to approach the brands with a unique creative concept that ties the products together.
I use the term "tie" loosely since the watch, earrings and pearls were actually dunked in Fage's extra dense and creamy yogurt for a series of print ads, according to a recent article on NYTimes.com. A watch or earrings and a strand of pearls appear on one page, and the facing page shows the product's impression in the yogurt along with an image of a container and overturned spoon both filled with Fage Total.
The company that sells "Ridiculously Thick Yogurt," according to the tagline that appears in the ad series, thinks the campaign will attract a younger market. Ogilvy giving away samples on the Hampton Luxury Liner bus, which journeys to New York's playground for the rich and famous, will go a long way to wooing that market as well.
Unlike the brands sharing the layout, Fage is a newbie at courting the U.S. upscale market, so the cross-promotional campaign could introduce the company to a new customer base. Not to mention, the ads are groundbreaking considering traditional yogurt ads try to appeal to health- or weight-conscious consumers. It's possible the campaign may prove to be more beneficial to Fage than Tourneau and Honora. Nonetheless, I like it.
*Photo courtesy of The New York Times Co.
The Latest
He’s remembered as a “font of passion,” leaving behind a legacy of dedication to his craft and community.
The first one will take place next month during the Jewelers of Louisiana’s and Mississippi Jewelers Association’s conventions.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
The redesigned boutique features interactive displays and a workshop space for hands-on learning about watchmaking.
There is a willingness to comply with new government-mandated regulations, with an insistence that they should be practical and realistic.
A combination of factors is driving growth in the industry despite the precipitous drop in prices across the board.
Ho Brothers offers scalable solutions for the future of custom jewelry.
The zone’s modernization will enhance and increase India’s jewelry manufacturing capabilities while aiding small and mid-sized businesses.
By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.
The company plans to invest $25 million in marketing initiatives to boost awareness around its namesake and licensed brands.
Optimism about the current state of the economy was offset by anxiety around inflation and the political environment.
The former WJA executive director is MFM’s new managing director.
DDG encourages retailers to educate customers on the positive impact of purchasing natural diamonds.
Highlighting the most iconic Tiffany collections, it’s inspired by the company’s late window designer, Gene Moore.
Jen Cullen Williams and Duvall O’Steen explore how jewelers can save time and money by using AI to analyze engagement and create content.
The retailer previously turned down an $8.4 billion offer in 2018.
The Florida store’s owner Miguel Gonzalez is retiring.
The lab stresses the importance of accurate identification, as the difference in price is “substantial.”
The brand also plans to expand its retail footprint from 138 to 200 stores over the next three years.
One is reserved for a NAJA member, the other for a non-member.
Longtime employees Carie Lehrke and Megan Mattice have received promotions.
Three guests joined National Jeweler and Jewelers of America to discuss trending time periods, spotting reproductions, and more.
Chris Clipper and Robert Lepere join the company with 50 years of combined experience.
The trendy, metallic earrings wink at classic spring colors.
JSA said a man and woman pulled the safe out of an Oakland jewelry store but couldn’t quite get it into their van.
The miner’s March auction generated $19 million.