YELLOW IS THE NEW BLUE
April Fool's
What began as a clever April Fool's joke, quickly turned into marketing genius for Tiffany & Co. The social media post garnered 500,000 likes.
Furniture, Fixtures,
& Bags.. OH
MY!
Tiffany & Co. debuted a popup at their Beverly Hills Rodeo Drive store with yellow fixtures, furniture, boxes and bags.
The popup is being used to showcase the Yellow Diamond Collection.
Hope, after a pandemic
Thegoalofthecolorselectionforthis campaignwastosendamessageoflife, hope,optimism,andvitalityfollowingthe pandemcyeartheworldexperienced.
Attracting younger buyers
The canary yellow also gives off an energetic and playful vibe that aims to attract younger buyers. It also perfectly compliments the traditional robin egg blue Tiffany & Co. is known for, which colorexpert Leslie Harrington noted is directly opposite of each other on the colorwheel.
Not for everyone...
While the new color is popular in the West, it may not be well received in Eastern countries such as China. Yellow was a forbidden color in the country's ancient history so a cultural study indicated this could be problematic for Tiffany & Co. to use.
HERE FOR A GOOD TIME, NOT A LONG TIME
While the canary yellow is a solid marketing play for the short-term for Tiffany & Co., there is no plan to keep it around.
https://www.forbes.com/sites/pamdanziger/2021/06/22/lvmh-gives-tiffany--
co-a-colorful-pop-of-yellow-announcing-a-new-day-is-dawning-for-thebrand/?sh=4411373a5853