Tiffany is running a new ad campaign called “Not Your Mother’s Tiffany.” This campaign isn’t an original idea since Oldsmobile did this with their “Not Your Father’s Oldsmobile.” – that campaign only ended up reinforcing the positioning that Oldsmobile was for older people. Hint- their name has the word OLD in it and, they offended older consumers.
But what is Tiffany thinking about with their effort? With ads/videos running on Instagram and Twitter and posters with hip-looking women, their message was clear. Dumb.
Show Me Don’t Tell Me
The strategy behind the campaign makes sense to try and make Tiffany’s hip to a new audience. I don’t have any problem with that concept. The issue is that they don’t need to say the strategy out loud –show me in visuals. Consumers will get the message. You don’t need to scream –
“Hey old, loyal women who have been shopping at Tiffany’s for decades, go home and get lost. We want younger women. “
Responses from Followers
On Instagram, there were scores of women who wrote things like these two posts:
“As a mother who has spent the last 15 months working from home and homeschooling my daughters at the same time, I feel offended by your campaign. Mothers worldwide have been hit particularly hard by the pandemic—I am not sure this is [the] right moment to diminish us (it never is). If it didn’t hurt my husband, I would take off my Tiffany’s wedding band and my Tiffany’s engagement ring right now,” Instagram user @drea_steiner
“As a mum and older woman, you’re saying you don’t need me as a customer anymore,” @mexwinder
Hip Burn
Every brand needs to renew and refresh itself as its consumers age. But a smart strategy should be seen in the ads, not stated so bluntly.
If I were directing this creative, I’d remove the tagline and make this an image campaign with the Tiffany logo. There is no reason to tell me what to think; the visuals convey the key strategic message. Show me, don’t tell me is a mistake marketers frequently make in communications.
I wonder what Audrey would think about all of this.
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Everything about this pivot is wrong. It cares nothing for the heritage or identity of the brand, is tone deaf to the current economy, and shows no clear reason for being that would unite people to their cause. Someone talked themselves into thinking this was a good play, but my money says it’s a one-way ticket to nowhere.
Agree. Someone thought Oldsmobile was an apt model for this strategy. Illustrates the critical importance of understanding the heritage of your brand and the mindset of consumers.