As Marilyn Monroe once sang, "Diamonds are a girl's best friend," and the Joyalukkas jewelry ads are selling a similar idea.
The Joyalukkas jewelry ads want their buyers to think that their diamonds give self-expression. "Nothing expresses me like diamonds" is the tag line of the series of ads. The statement the ads make are ones of luxury, exclusivity and prestige.
Implications - Appeal to a consumer's drive to express their individuality and you will have a very broad consumer base. Everyone wants to be considered special, unique and one-of-a-kind and by marketing your product or service in this way you are fulfilling one of their most intense desires.
Key Themes Behind This Trend
- Individuality Marketing
- Marketing a product or service in a way that appeals to a consumer's need to express their individuality.
- Luxury Advertising
- Creating ads that promote luxury, exclusivity, and prestige in a product or service.
- Self-expression Through Jewelry
- Using jewelry as a means of self-expression.
Where This Applies
- Jewelry Industry
- Jewelry companies can focus on marketing individuality and self-expression through their products.
- Luxury Goods
- Promoting luxury brands can be more successful if they market their products as a means of self-expression.
- Marketing Industry
- Marketing agencies can help companies promote products or services as a way to express individuality.
