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Episode 8: Diamond Industry Update With David Bonaparte & Ronnie VanderLindenThe industry veterans join the podcast to discuss diamond marketing, the FTC Jewelry Guides, and lobbying for lower tariffs.
MajorsMar 29, 2016
Hearts On Fire’s holiday ad blitz
In response to retailers’ requests for more advertising, Hearts On Fire is providing jewelers with more than 25 commercials to choose from this holiday season.
Boston--Hearts On Fire has released the first four television commercials for its new Ignite Something campaign, and two dozen more are set to roll out at next week’s Hearts On Fire University in Las Vegas.
Hearts On Fire gave a preview of the print ads when it announced details of the campaign over the summer.
Late last week, the Boston-based diamond brand followed up with the debut of 60-second video that will live online only. There also are four shorter versions of the video, two 15-second and two 30-second, cut for airing on TV as commercial.
Hearts On Fire’s Vice President of Marketing Kristin Suppelsa said next week at HOFU, the brand will present its retailers with 25 more versions of the commercial, produced in association with a company called 3rd Strand.
There also are a total of seven different print ads for Ignite Something, four focusing on fashion and three on bridal.
All advertising in the campaign, including the 60-second online-only video, is available for co-op, allowing retailers to select a mix of online and on-air ads that will work in their market. In addition, Hearts On Fire will have its own campaign going, buying airtime and spots online to run its ads.
In what is a first for the company, Hearts On Fire features a same-sex couple in the Ignite Something video, making it the second major player in the jewelry industry to do so this year. Tiffany & Co. featured a gay couple in its “Will You?” campaign unveiled in early 2015 which, as with Hearts On Fire, was a first for the brand.
Suppelsa said the campaign is aimed at millennials and reflects what the world, and consumers, look like today. It also is designed to celebrate the diversity of love.
“To us,” she said, “it was just sort of natural.”
She pointed out that the lesbian couple in the video is just one of the elements that make it a departure from traditional jewelry commercials.
There’s also a couple stripping down to their swimsuits and jumping into the water together; a non-traditional-looking bride taking
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the mic at her own wedding and another playing the drums; a woman wearing a snowman’s head dancing with a man (she gets noticed, said Suppelsa); as well as an older couple.
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