CARTIER
CARTIER
Cartier is a French luxury-goods conglomerate that designs, manufactures, distributes, and sells jewelry, leather goods, and watches.
The Love Bracelet (styled L⊝Ve, with the horizontal line inside the letter "O" alluding to the bracelet's locking mechanism) is a piece of jewelry designed in 1969 by Aldo Cipullo and offered to Cartier.
The Love bracelet is designed to be opened only by using a special screwdriver that is supplied with every bracelet. The screwdriver is also available in the form of a necklace, allowing the bracelet to be "locked" onto one person, while the "key" is kept around the neck of another, as a symbol for their commitment to their relationship.
“Here’s Your Cartier.”
Truth: Consumers have limitless options when it comes to high end jewelry and gifting those they love. The Cartier LOVE bracelet has been a timeless piece for decades, with profound origin and symbolism. However, in recent years the collection has lost it’s ties to romance with many consumers purchasing replicas of the piece as luxury-statements.
Strategy: Reconnect the iconic LOVE bracelet with its romantic origins by deploying a series of traditional print ads + video. Remind consumers of the bracelet’s original purpose and why “Here’s your Cartier.” says all that words cannot.
