When Tiffany & Co launched their #NotYourMothersTiffany campaign, it was met with backlash.
The heritage brand is clearly trying to attract a younger clientele with this campaign by appearing cool and fresh – supposedly unlike a middle-aged woman, and distanced from their elegant Audrey Hepburn style glamour.
On one hand, people felt the slogan alienated Tiffany’s core audience (perhaps achieving their aim) but some also felt it was tone deaf given the luxury cost of Tiffany pieces, which are out of reach for many millennials and Gen Z shoppers.
A post on the company’s Twitter account reads: ‘Who you calling old fashioned?’ – others say: ‘Uncool, you say? Tell us more’ and ‘This ain’t no old school’, so despite the criticism, the brand are still pushing this narrative hard.
One Twitter user responded that the rebranding is ‘falling so flat… who do they think can afford/is buying Tiffany?? worst researched ad campaign possible’, with echoes of this…
