The Challenge
During uncertain economic times everyone goes back to the basics. And no one understands that more than a renowned establishment like Josephs - a company that specializes in celebrating the basics - of love. Our challenge was to remind couples that Josephs is here, and has been since 1871, to offer assistance when honoring your love.
The Strategy
Our previous campaign messages of "high style" took a subtle shift to focus more on the momentous occasions associated with buying significant jewelry pieces. No matter what happens with the economy, people will still get engaged and people will still honor their anniversaries - because you can't put a price tag on love. True love is worth everything. Knowing this, we joined message of love and value with truly candid photos of real local couples sharing an affectionate "moment."
The Result
Our strategy of moving from a highly visual campaign of style and elegance to one of great emotion and connection proved to be right on track for the times. The campaign has resonated well with employees and customers alike, and continues to strengthen the Josephs brand as being a trusted source for all life's memorable moments and jewelry purchases.