TIFFANY & LADY GAGA - THE KEY TO SUCCESS?
I honestly LOVE this brand! An institution. While men dreamed of Porsche, Tiffany & Co. was the symbol of a woman's dream (cliche but true). But I was shocked when I saw the new campaign featuring Lady Gaga. Rationally it seems to follow an obvious logics. And the video they shot is not bad at all. But it feels so wrong to see the ads, particularly in combination with the elegant, eternal "Some style is legendary" claim. I think it will irritate loyal customers. And will it reach and engage #millenials? Interestingly ALL of the millenials that I tested the ad with replied: "Who is that?". Of course, it's hard to recognize the "new", now serious!? Lady Gaga - an oxymoron. I guess the biggest problem is: lack of coherence & authenticity. It simply does not feel real. Looks like someone lost confidence in the brand's own strength - its creativity & heritage. Tiffany should have the power to re-interpret itself for the millenial generation, on a much deeper level - it already set very successfully trends in the past, with iconic creations. A Lady Gaga won't disguise a crisis of creativity. I very much hope that they will challenge themselves to find an authentic Tiffany-style key for the future.