TRANSFORMING A LEGACY BRAND
For over 100 years, America has known every kiss begins with KAY. We’re making that statement true for generations to come with a bold ad campaign that’s as personal, playful and vibrant as the love they’ve co-created. After all, love isn’t found, it’s created.
87% Ad Recall • Perception +19% • Relevance +17% • Consideration +19%
Holiday :15s
Wedding :15s
Gifting :15s
Evolution
Legacy brands can easily become irrelevant to new audiences if they don’t evolve in ways that resonate. This campaign captures KAY’s signature proposal moment through a refreshing lens that embodies the relaxed, uncomplicated energy newer generations aspire to.
This successful campaign resulted in highest ad recall, beating out sister banners and all competition within the jewelry category.
Brand BVP