Print Advertisement
Cartier Children's Jewelry Line
CREATIVE BRIEF
Client: Cartier
Product or service: a new line of jewelry aimed for children
Creative: print advertisement
Product overview: The jewelry market is getting more competitive with time in that of which there isn’t one brand that is primarily chosen. Today, there are many different jewelry companies thus making it hard to set one brand apart from the rest. Cartier is used to competing with brands like Tiffany & Co., Bulgari and David Yurman but now many luxury brand goods like Louis Vuitton are launching their own fine jewelry ranges. This is a print advertisement for Cartier to introduce a new product line of children’s jewelry to the company’s existing collections in hopes of gaining a larger audience, reaching audiences that Cartier is not currently reaching and to set themselves apart from their competitors.
Creative objective: The goal for this print advertisement is to introduce and raise awareness of Cartier’s launch of children jewelry. It will focus on making Cartier more relevant to a younger audience ultimately making a stronger, all around brand. This new product line will allow Cartier to keep the older, affluent audience they already aim to serve but include a younger demographic. Thus, the advertisement will concentrate on changing people’s current perception of the brand which is that it is elegant, classic and luxurious and mainly appropriate for established, older individuals. We want people to see Cartier in a new light which is that it can be seen as young, fresh and fashionable as well.
Positioning: Jewelry companies such as Bulgari and David Yurman are becoming more and more relevant in the jewelry market and a “must have” brand for fashionable, young adults. Not only are the brands that exclusively sell jewelry a threat but other brands like Louis Vuitton and Chanel are incorporating their own jewelry lines. We have found a weak point in Cartier’s competitors in that they do not currently have a children’s line of jewelry. The pieces in Cartier’s new line will include Cartier’s signature pieces for children but also add jewelry that hasn’t been seen before. Furthermore, the consumers purchasing the products from the new line will most likely be young adults with children so the advertisement needs to be positioned in magazines that they would read and pay most attention to. This addition to Cartier will relay a message to the younger generation that if young children can wear Cartier, so can someone in their early and late twenties.
Brand character: Currently, the consumers of Cartier products are wealthy, upper class individuals in the age range of 35-50. They are successful and desire luxury. The consumer is timeless, classic, and elegant. The consumers that will buy products from Cartier after the new line of children’s jewelry will be the new generation of wealthy individuals in their 20’s or early 30’s that have children or teenagers as well as the young, fashionable adults that are keeping up with the hottest trends in the fashion world. They will value both the classic and timeless aspects of products as well as the desire to be up to date with the most popular products in the market today.
Target market and Audience: This print advertisement of the new addition to Cartier’s product line will aim to reach a younger generation including new parents that are both successful and wealthy and have expensive but up to date taste but also young adults that are fashionable trendsetters. Cartier is a global jewelry company so the product line will be sold throughout Europe and North America. Since the product line will be an addition to the collections already sold at Cartier, the company won’t lose the audience they already aim to serve but it will allow others, younger people, that don’t particularly see Cartier as a brand for them as one that is a must have. The younger audience will purchase these pieces for their children or themselves and the older audience will purchase these pieces for their grandchildren.
Current perception: The brand Cartier is luxurious, prestigious, and makes quality, timeless products. People believe the price of Cartier jewelry isn’t suitable for children or young adults because of the prestige linked to their brand. Young adults do not feel the Cartier brand is relevant to their lifestyle since it’s seen as classic and expensive. They also see Cartier as less relevant to other high-end fashion brands like David Yurman, Bulgari, Louis Vuitton, Dior, and Chanel. This product line will incorporate Cartier’s signature product lines but also include different pieces that they only provide for children from ages 1-15 years old. The goal of the print advertisement is so that people become aware of all that Cartier has to offer and more. We want people to see these pieces and believe they will and can purchase a product from Cartier and that it isn’t just for the old crowd.
Desired perception: The print advertisement for Cartier’s new jewelry line aims to not only set the brand Cartier apart from their competitors Bulgari and David Yurman, but also so that younger individuals see Cartier in a new light. The addition of a children’s line will aim to change people’s perspectives that prestigious and expensive jewelry is only for adults but also for young people too. The products in the new line will still stay within Cartier’s brand essence but the prices will be less than those for adults.
Reason for believing: Cartier gave a survey to 150 young adults at New York Fashion Week. 100 respondents participated onsite on the streets of New York City and at events & venues, while 50 additional young adults from across the U.S. completed an online survey. Questions included things like do you buy luxury items, are you familiar with Cartier, and have you purchased anything from Cartier. The results showed that many young people know Cartier but don’t purchase their products. Going a step further, a focus group can be done with young adults in the early and late twenties age range to explore what they find appealing about jewelry brands, what they think of Cartier, and what can possibly be done so that they will purchase Cartier products. The focus group can allow for us to gain perspective on what can be incorporated in the print advertisement for their new line to get people of this age group’s attention as well as which magazines are read by those of that demographic.
Desired behavior: After the print advertisement, I would like to see if there is an increase in young adults that visit Cartier stores. Also, I would like to see if the products were purchased from the new line after the launch of the print advertisement and if there was an increase in sales. This will help to determine if this line was a successful addition to Cartier and if indeed a younger crowd started to come into Cartier stores more often.
Special requests: Clients can have special engravings in their children’s pieces such as their baptismal date or birth date. Also, if many people coming in like and want the new pieces exclusively sold from the line, Cartier can take this into consideration and use the ideas for the new line and add them to the adult product lines.
Mandatories: The print advertisement will be consistent with all of the other Cartier print advertisements in that the color and logo will be the same but it will display the products differently. Cartier usually doesn’t have spokes people wearing their products but in this, there can be a group of younger people from toddlers to teenagers where they are showcasing the new products. Where the advertisement is placed will also make a huge difference in accomplishing our goal.
Budget: There will be a budget for the print advertisement. It will be based off of the percentage of Cartier’s sales.