"Not Your Mother's Tiffany"
The above slogan premiered this past December, and the new directors of Tiffany wanted to "class up" the brand in order to justify their $15.1 Billion dollar purchase. Instead it created a backlash on social media...
Here is one commenter's reaction. “I look up to my mom for her elegance and class,” said Victoria Stafford, a 22-year-old consultant in Logan, Utah, who has a heart-shaped Tiffany necklace that matches one her mother owns. “Why would I want to shop at a brand that is degrading her style?”
“As a mum and older woman you're saying you don't need me as a customer anymore” !
There are many interpretations on this campaign. I think it would have worked as one the execs later admitted, if the slogan had read "Not "JUST" Your Mother's Tiffany!
I would like to hear your feelings and interpretations on the slogan! I will follow up with my sentiments and explanations in another post. Thank you!