Beyoncé is not young. Not sure what they were trying to portray in the campaign. No I’m not an ageist. But there are better ways of appealing to younger generation than dissing their parents. I’m in my early forties and moved on from Tiffany but my teenager loves the classic Tiffany blue feels. The Campaign was unnecessary.
New ad Campaign not your mother’s Tiffany
- Thread starter bergafer3
- Start date
In my humble opinion, Tiffany did not ask Beyonce to be in an ad. It was the other way around. I think Jay-Z insisted on an ad with Beyonce wearing the Tiffany necklace.
The ad made zero sense... everything about it was wrong, and it was so opposite of the Not Your Mother's campaign which just rolled out a bit earlier. The timing was completely off, almost as if TIffany had to rush to get the Beyonce ad out.
To me, everything about the ad had Jay-Z's fingerprints all over it. I can see him having a lot of input to it.
Yes, they are a cute couple, but they are also publicity hogs.
Here's what I think... Lady Gaga wore the Tiffany diamond and got so much publicity. Beyonce got jealous and wanted the same.
If you recall, Jay-Z recently sold his champagne brand, Armand de Brignac, to LVMH. Price was about $600M. I would bet as part of that deal, Jay-Z said to LVMH, "get my wife in an ad, and let her wear the Tiffany diamond, otherwise, no deal."
I can totally see Jay-Z doing that.
Every Tiffany ad has always tried to sell something... DBTY (Christy Turlington), silver pieces (Not Your Mother's), etc... The whole point of Tiffany ads is to enable you to want to buy that item, the DBTY, or the silver cuff bracelet.
This Beyonce ad is selling Beyonce, nothing else.
Anyway, that's my little theory.
The ad made zero sense... everything about it was wrong, and it was so opposite of the Not Your Mother's campaign which just rolled out a bit earlier. The timing was completely off, almost as if TIffany had to rush to get the Beyonce ad out.
To me, everything about the ad had Jay-Z's fingerprints all over it. I can see him having a lot of input to it.
Yes, they are a cute couple, but they are also publicity hogs.
Here's what I think... Lady Gaga wore the Tiffany diamond and got so much publicity. Beyonce got jealous and wanted the same.
If you recall, Jay-Z recently sold his champagne brand, Armand de Brignac, to LVMH. Price was about $600M. I would bet as part of that deal, Jay-Z said to LVMH, "get my wife in an ad, and let her wear the Tiffany diamond, otherwise, no deal."
I can totally see Jay-Z doing that.
Every Tiffany ad has always tried to sell something... DBTY (Christy Turlington), silver pieces (Not Your Mother's), etc... The whole point of Tiffany ads is to enable you to want to buy that item, the DBTY, or the silver cuff bracelet.
This Beyonce ad is selling Beyonce, nothing else.
Anyway, that's my little theory.
I understand where you’re coming from - and thanks for taking the time to explain. From my experience, ad campaigns are often not isolated. They are gateways - they provide some stepping stones into the general direction the brand is taking or the values they’re embracing as a whole. So the campaign could’ve started with just the few young women, but I think it’s also worth analyzing their choices and campaigns since, which is why I’ve mentioned Beyonce, Blackpink, etc. It can resonate to one woman, but repulse the other. Either way, they sure are finding a new way to define their brand in these times and among their competition, and with it, their pieces.
Since we're on the topic! Business of Fashion just released this article: https://www.businessoffashion.com/opinions/luxury/lvmhs-tiffany-is-on-the-right-track - covering the "shock and awe" ads, effect of LVMH takeover and managerial overhaul, and introduction of new pieces! Pretty interesting!
This was awesome!
I received my medium fleur de lis key for a milestone birthday so this completely resonates with me.
What I find ridiculous about this is, Jay-Z is old enough to be a grandfather and yet he's in a campaign titled; "Not Your Mothers Tiffany".
Maybe it should have been called, " This is Your Grandfathers Tiffany".
Maybe it should have been called, " This is Your Grandfathers Tiffany".
I understand the want/need to market to a younger crowd but I am starting to become more intolerant of the execution of their marketing and advertising.
Sad because I did have fond memories related to Tiffany when I was younger and I have a lovely SA.
I may have one more piece coming in but after that, I am uncertain about buying more in the future…
Sad because I did have fond memories related to Tiffany when I was younger and I have a lovely SA.
I may have one more piece coming in but after that, I am uncertain about buying more in the future…
That's really bad. I don't mean, pearl-clutching bad, but just really stupid, not clever or edgy, definitely not punk rock, just...why???
I think Cartier ads/marketing is the best, btw.
Here's more:
www.tiffany.com
Rule #58: "Don’t tell your grandmother but in our opinion, the straighter the spine, the more boring the time."
"RULE #23. Your phone should always eat first and selfies should be snapped on all occasions. Don’t waste your best-looking years acting stuck up."
I think Cartier ads/marketing is the best, btw.
Here's more:
Table Manners—Holiday Hosting | Tiffany & Co.
Any good host knows to turn to Tiffany’s Table Manners for proper etiquette and this year, there is a new set of rules. This is not the time to behave.
Rule #58: "Don’t tell your grandmother but in our opinion, the straighter the spine, the more boring the time."
"RULE #23. Your phone should always eat first and selfies should be snapped on all occasions. Don’t waste your best-looking years acting stuck up."
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I think the entire how to host Thanksgiving video is cringeworthy.
Their advertising campaign is seeming to go from bad to worse...what's next? 
LVMH is behaving like a petulant teenager looking for attention, apparently irritated by the 184 years of Tiffany heritage. Sigh...
LVMH is behaving like a petulant teenager looking for attention, apparently irritated by the 184 years of Tiffany heritage. Sigh...
From the WSJ:
Under LVMH, Tiffany is raising prices on silver and in some instances pairing it with other precious metals and stones. Prices on certain collections are up 7% to 13% from 2020, according to the company. Increases are bigger for some items, such as a “Return to Tiffany” silver charm bracelet—$425, versus $300 a year ago. Some of the increases reflect the rising cost of raw materials, the company said.
“They are OK with losing some consumers,” said Erwan Rambourg, the head of consumer and retail research at HSBC. “They want to compete with Cartier, not with Zales.”
www.wsj.com
Then why are some of the new ads like the Thanksgiving table featuring slovenly people being rude?
As for the botched ad campaign:
A campaign unveiled in July with the tagline “Not Your Mother’s Tiffany” that features young, hip-looking models created a backlash on social media by customers who felt the slogan was insulting.
“I look up to my mom for her elegance and class,” said Victoria Stafford, a 22-year-old consultant in Logan, Utah, who has a heart-shaped Tiffany necklace that matches one her mother owns. “Why would I want to shop at a brand that is degrading her style?”
Mr. Ledru said the intended message was more along the lines of, “Not Just Your Mother’s Tiffany,” in the hopes of reaching a broader audience. “We knew there would be a strong dialogue,” he said. “We’re ready for that.”
Well then why didn't they just use that as the new tagline?!
Under LVMH, Tiffany is raising prices on silver and in some instances pairing it with other precious metals and stones. Prices on certain collections are up 7% to 13% from 2020, according to the company. Increases are bigger for some items, such as a “Return to Tiffany” silver charm bracelet—$425, versus $300 a year ago. Some of the increases reflect the rising cost of raw materials, the company said.
“They are OK with losing some consumers,” said Erwan Rambourg, the head of consumer and retail research at HSBC. “They want to compete with Cartier, not with Zales.”
Tiffany’s New French Owner Brings a Makeover—and a Culture Clash
LVMH aims to heighten the jeweler’s allure to elites abroad while preserving what makes it popular in America.
www.wsj.com
Then why are some of the new ads like the Thanksgiving table featuring slovenly people being rude?
As for the botched ad campaign:
A campaign unveiled in July with the tagline “Not Your Mother’s Tiffany” that features young, hip-looking models created a backlash on social media by customers who felt the slogan was insulting.
“I look up to my mom for her elegance and class,” said Victoria Stafford, a 22-year-old consultant in Logan, Utah, who has a heart-shaped Tiffany necklace that matches one her mother owns. “Why would I want to shop at a brand that is degrading her style?”
Mr. Ledru said the intended message was more along the lines of, “Not Just Your Mother’s Tiffany,” in the hopes of reaching a broader audience. “We knew there would be a strong dialogue,” he said. “We’re ready for that.”
Well then why didn't they just use that as the new tagline?!
From the WSJ:
Under LVMH, Tiffany is raising prices on silver and in some instances pairing it with other precious metals and stones. Prices on certain collections are up 7% to 13% from 2020, according to the company. Increases are bigger for some items, such as a “Return to Tiffany” silver charm bracelet—$425, versus $300 a year ago. Some of the increases reflect the rising cost of raw materials, the company said.
“They are OK with losing some consumers,” said Erwan Rambourg, the head of consumer and retail research at HSBC. “They want to compete with Cartier, not with Zales.”
Tiffany’s New French Owner Brings a Makeover—and a Culture Clash
LVMH aims to heighten the jeweler’s allure to elites abroad while preserving what makes it popular in America.
Then why are some of the new ads like the Thanksgiving table featuring slovenly people being rude?
As for the botched ad campaign:
A campaign unveiled in July with the tagline “Not Your Mother’s Tiffany” that features young, hip-looking models created a backlash on social media by customers who felt the slogan was insulting.
“I look up to my mom for her elegance and class,” said Victoria Stafford, a 22-year-old consultant in Logan, Utah, who has a heart-shaped Tiffany necklace that matches one her mother owns. “Why would I want to shop at a brand that is degrading her style?”
Mr. Ledru said the intended message was more along the lines of, “Not Just Your Mother’s Tiffany,” in the hopes of reaching a broader audience. “We knew there would be a strong dialogue,” he said. “We’re ready for that.”
Well then why didn't they just use that as the new tagline?!
They're backpedaling.