Marketing a product depends a lot on how it is positioned. Particularly if it is a high end luxury product, even the association it keeps can make or break the future of a product. It takes a lot to build a high profile brand and any faulty positioning or association can dent the image of the brand. Piaget is a high end Swiss watch and jewelry maker. Their target is a mature and family focused demographic. That’s the segment that contributes the largest number of buyers for them.
To reach this segment they have designed a new Possession marketing campaign. As the face of the campaign they had gone through several names before settling down for Jessica Alba. The classical beauty of Alba was of course a major factor but the important thing that swung the decision in Alba’s favor was that she is known for her dedication as a working Hollywood wife and mother. If you are aiming to appeal to the mature and family oriented audience, Jessica’s image is the most appropriate to get the message across.
Jessica Alba was in the news recently when she announced recently that she is expecting her second child. She shot for the first campaign for Piaget with famed photographer Patrick Demarchelier. Celebrity stylist Brad Goreski teamed up with makeup artist Lauren Andersen and hair stylist Renato Campora to create six different knockout looks for the star. As the campaign is rolled out you will see the star in a chic and casual look in a sweater to a simply stunning look in a black dress. The Possession collection for which Jessica Alba has been chosen as an ambassador; features necklaces, cuffs and other pieces made of white, yellow and rose gold. The campaign showcases some sparkling pieces from the collection. The campaign can be seen on Piaget’s website prior to the release in the print media.