Luxury jeweler Birks has launched a print campaign introducing a new tagline that reminds Canadians it can help mark special occasions.
The effort from Montreal agency Sid Lee includes three executions, each focusing on a particular milestone and the “where the memories start” tagline.
“This campaign is all about showing strong emotions – the love, joy and excitement one feels when they are celebrating a key milestone with an item of Birks jewellery,” said Eva Hartling, director of public relations and events for Birks.
For the past few years, print advertising from Birks has consisted of only copy and a product shot. This time around the jeweler decided to reintroduce models to the campaign to help “tell a story” and “introduce more emotion,” said Hartling.
Also included in the ad is Birks’ iconic blue box, which Hartling said has become a symbol of celebration over the years.
“During our consumer research we’ve heard over and over how Canadians have an emotional connection with the Birks Blue Box, the emotion they feel when they receive one, or decide to purchase something themselves to celebrate a key achievement or important moment,” she said.
The first leg of the campaign is running in the October issue of female-focused fashion magazines such as Flare, Elle Canada, Elle Québec, Clin d’oeil and Fashion.
“Fashion magazines are still a key reference for consumers looking to purchase luxury items, including jewellery,” said Hartling. “Print is about being inspired, flipping through the pages of a glossy publication… ensuring our brand and product are always top of mind.”
