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Tiffany Runs With April Fool’s Joke, Again
The jeweler turned its TiffCoin cryptocurrency joke into a real 18-karat gold coin.
Tiffany & Co. once again turned an April Fool’s Day joke into a marketing move, calling attention to its new TiffCoin by introducing it as cryptocurrency on April 1. (Photo courtesy Tiffany & Co./@alexarnault)
New York—Tiffany & Co. is making a tradition of turning April Fool’s Day jokes into serious marketing plays.
This year on April 1, the LVMH-owned company tweeted about the launch of TiffCoin, its own cryptocurrency, complete with exclusive product launches, NFT releases, and invite-only events for coin holders.
This year on April 1, the LVMH-owned company tweeted about the launch of TiffCoin, its own cryptocurrency, complete with exclusive product launches, NFT releases, and invite-only events for coin holders.
We’re launching our own cryptocurrency called TiffCoin—with exclusive product launches, NFT releases and invite-only events for top TiffCoin holders! Get some gold in your wallet with #TiffCoin: https://t.co/TlSZiB2xVM #TiffanyAndCo pic.twitter.com/9CsxqyizQc
— Tiffany & Co. (@TiffanyAndCo) April 1, 2022
The next day, Tiffany admitted TiffCoin was only a joke. Well, sort of.
The TiffCoin is real, but it’s not cryptocurrency. The company released 499 physical 18-karat gold coins, individually numbered and engraved with a Tiffany “T.”
The coins were made available for purchase online for 24 hours only, from April 2 to 3, to customers in the United States, Canada, the U.K. and Australia.
The limited-edition coins are a callback to “Tiffany Money,” silver and gold coins that could be exchanged for Tiffany jewelry once upon a time.
Retailing for $9,999, the coins can’t be spent, but will give holders access to exclusive Tiffany events.
Last April Fool’s Day, Tiffany announced it would be changing its iconic color from Tiffany Blue to Tiffany Yellow.
It didn’t really abandon Tiffany Blue, but it did later launch a new marketing campaign around Tiffany Yellow.
The company temporarily remodeled its Rodeo Drive location in California with yellow furniture, fixtures, and yellow jewelry boxes and shopping bags.
There was even a “Yellow Diamond Café” within the store and an exhibit of yellow diamonds, including the famous 128.54-carat Tiffany Diamond.
Since acquiring the company in 2021, owner LVMH has been looking to revamp the storied jewelry brand, drawing in younger customers via new marketing tactics.
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