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* 65 percent of women want to receive a piece of diamond jewelry for their anniversary.
* Only 6 percent receive one–in fact, diamond anniversary jewelry sales for the past several years have been flat.
But this year the advertising team for the DTC had an insight they think will Tiffany jewellery all that. The problem, they concluded, is not with diamonds it’s with anniversaries.
So the DTC set out to "reinvent" the anniversary–and, naturally, make diamonds the way to commemorate it.
The task required extensive research into consumer attitudes toward anniversaries, including surveys, focus groups, and a hypnotist (yes, a hypnotist). The final conclusion: Men aren’t giving anniversaries the attention they deserve.
"For most men, the anniversary is simply ‘happy anniversary,’" says Lennox. "This campaign is Tiffany 1837 Charm bracelet to make people stop and think about what they actually committed to five, 10, 15, 20 years ago. In meetings, we described it as something like an anniversary intervention."
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The key, the team decided, would be a phrase more exciting than "happy anniversary." The result: "I Forever Do," which is itself a marriage between "I Do" and "A Diamond Is Forever."
Those words don’t come floating off the tongue, and that’s intentional, Lennox says. "It’s a slightly odd phrase. We Tiffany bracelets something that was slightly disruptive, so it would stick in someone’s mind. We had different variations of it, but we kept coming back to ‘I Forever Do.’"
The phrase is considered so important that when manufacturers complained that the campaign put too much emphasis on three-stone jewelry, Lennox said, "We are not focusing on the stones. We are focusing on ‘I Forever Do.’"