New CEO is looking to reach a broader audience and revive the brand. His strategy: inclusive ads, edgier marketing and more robin’s-egg blue
According to the U.S. Census Bureau, 48% of American households are married, down from 78% in 1950.
.. “They are reaching different people,” said Paul Lejuez, a Citi managing director. “That is a big difference from the Tiffany of old. It’s no longer the stereotypical beautiful couple.”
.. “Their latest campaign is shocking,” said Ina Mamaliga, a 27-year-old freelance copywriter in New York. “It’s really cool, but it’s not their style. Before, they didn’t need to show off so much.”
.. recruited Lady Gaga to star in a series of ads; and tested some same-sex marriage marketing before he was ousted last year.
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One of the new CEO’s first tasks was making greater use of Tiffany’s signature blue. “The color has been one of the areas where the company has been a bit conservative to the point that we underused it,” Mr. Bogliolo said.