About Love, Queen B, & Basquiat
Breakfast at Tiffany's
When I started learning English, I started watching movies that were classics. My favorites became from Casablanca to now Breakfast at Tiffany's. However, Audrey Hepburn became one of my favorite actors to learn more about, watch her movies, understand her history and moves, and become my role model. Those movies also made me fall in love with cities like New York and brands like Tiffany's. When thinking about Tiffany's, everyone thinks of blue boxes and diamonds. I think of New York and Audrey. This October 5th becomes the 60th anniversary of Breakfast at Tiffany's. My personal history and feelings had generated my loyalty towards the brand when giving something unique or meaningful.
Tiffany & Co
When you think about Tiffany's, your mind automatically will go to engagement, love, diamond, and blue boxes. But do you know its history? How it became so powerfully the jewelry store of the most prestigious and iconic designs? Tiffany & Co was founded in 1837 by Charles Tiffany but didn't become recognized until the administration under his son Louis Tiffany in the 1920s creating the blue color box. They gain recognition by not negotiating prices and setting their standards high by accepting cash and becoming trendsetters, industry leaders, and high-end jewelry makers from being mentioned in movies to being in titles and appearing on movie sets. Their marketing strategies have been the "purple cow" of jewelers. Now, this being the 60th anniversary of Breakfast at Tiffany's movie, the brand launched their campaign "about love."
About Love
About Love by Tiffany & Co is a campaign to celebrate love featuring Beyoncé and Jay-Z, aka The Carter's, one of this era's most iconic pop power couples. I believe this campaign is the declaration of everything Tiffany stands for: high class, tastefulness, artistic, and most of all, still relevant. Tiffany & Co always have kept their marketing in the same wavelengths, continually refined and classy. This campaign demonstrates the quality of strategists and marketing directors, but most importantly, the company's quality. "About Love" is genius, using queen B to promote the "king of diamonds." This campaign was spot on as the desired target market for women between the ages of 20 to 50s, mainly focusing on millennials. Millennials are living in times of nostalgia, remembering the 90s and the early 2000s. So, who is more iconic than Beyonce? Along with appealing to the older audiences by using a timeless movie as Breakfast at Tiffany's.
I first heard of this campaign because all the fuzz was buzzing about the unseen Basquiat in the couple in the back. Then while watching a youtube video of mornings with Vogue, the commercial pop-up between videos. It captivated my attention and reminding me of my loyalty to the brand. This video is Beyonce wearing Breakfast at Tiffany's iconic dress and hairstyle. Along with wearing the iconic yellow diamond worn before by the one and only Audrey Hepburn. After watching the video and reading everything I could find about the Basquiat Theory.
According to Hypebeast said that close friends of the artist were upset because of Jean Basquiat. They claim that his beliefs and values did not match the company's use as a media outlet or for a campaign, along with them not sure that Basquiat made the paint for Tiffany's. Even if Jay-Z cannot do wrong most of the time, according to his fandom, honoring him wearing his hairstyle while appearing next to one of his paints has created controversy. However, even if this was the intention, he was an incredible artist. His never-seen paint is fantastic.
Then after a couple of days, looking at magazines for an assignment, I saw them on the back of the Vogue Magazine cover. I got the feeling they were everywhere, keeping their same style across all platforms. From the videos to their social media posts, magazine ads, and most of all, the impression they gave me. They have always been a strategic company, carefully placing every single piece like a puzzle. I believe everything in this campaign is either sharable, talkable, and a topic of discussion. Controversy or not, people are talking about it. Because it is Tiffany's because they are Beyoncé and Jay-Z and because it's a never-seen Basquiat piece of art, most of all, this company, after more than a hundred years, is and will keep being iconic, relevant, classy, and well expensive.
