Challenge: Reposition a baby boomer product for a millenial audience
ADVE 709 - Creative Strategies
Challenge: Revitalize a brand that suffers from campaign fatigue
Kay Jewelers has been using the tagline "Every kiss begins with Kay" since the 1960's. To this day, it is a staple in their brand identity making them instantly recognizable. Another issue that they are suffering from is the stagnating marriage rate; this puts a damper in their main revenue stream: engagement rings.
After much research, consumers are expressing that they believe jewelry is a gift that you receive from a loved one on special occasions. This deck proposes to reposition jewelry as a treat for hard working professionals to themselves.