Launching April 3, the campaign
highlights Birks' new strategic brand positioning
MONTREAL, April 4, 2018 /CNW Telbec/ - Birks,
Canada's leading jeweller since
1879, launches its new advertising campaign spotlighting three
Canadian women who have made their mark at the international level
in their respective fields. The all-female team creates the perfect
"Canadian Rhapsody", also the campaign's tag line, speaking to the
modern mindset of self-purchasing women. The campaign features
Birks jewellery including the brand new Birks Pétale collection
launching this spring. It will appear in Canadian media outlets as
of today and will be seen in media across the United Kingdom and the United States in coming weeks.
Birks' new "Canadian Rhapsody" campaign was produced by UK-based
agency TANK. It seeks to highlight the power of independent women
who have found international success while underlining the symbolic
power that the right jewellery can bring to its wearer. Birks
selected Canadian actress Amanda
Brugel and Montreal-born Fashion Editor Caroline Issa as stars of the campaign, with
Canadian photographer Caitlin
Cronenberg behind the lens. Amanda Brugel has been featured in several
television shows and movies (including the TV adaptation of
Margaret Atwood's Handmaid's Tale)
that have given her international recognition. Caroline Issa has been living for several years
in London where she has found
success as the Fashion Director of TANK Magazine; she is also a
street style favourite on the global fashion week circuit.
Acclaimed photographer Caitlin
Cronenberg, who has photographed top talent in Canada and in Hollywood, brought high energy and a fresh
direction to the shoot. The three women share their stories in
original video and behind-the-scenes footage that will bring the
campaign to life across digital platforms using the hashtag
#TheGreatCanadianExport.
"Amanda, Caroline and Caitlin represent the values, beauty and
strength of Canadian women very well, each being accomplished in
their own field, said Jean-Christophe Bédos, President and CEO
at Birks Group Inc. They illustrate perfectly the spirit of
feminine independence that inspires us at Birks," he concludes.
"At Birks, we are committed to our renewed brand positioning and
the evolution of the jewellery customer profile, which is a modern
approach that applies to women of every age and is not
demographic-specific, said Eva
Hartling, Vice President, Birks Brand & Chief Marketing
Officer at Birks Group Inc. "This campaign represents this
shift in mindset and we are excited for this fresh new start for
our company and for the world," she concludes.
The spring campaign includes several new pieces that are
consistent with Birks' product positioning -- creative, high
quality designs at a competitive price point. The new Birks Pétale
line (available in 18kt gold, silver and diamonds) is featured in
the new campaign as well as best-sellers from various collections
such as Birks Iconic, Plaisirs de Birks, Birks Rock &
Pearl Gold, Birks Muse 'Dare To
Dream' and Birks Snowflake.
About Birks Group Inc.
The Birks story began four centuries ago in Sheffield, England. The brand truly came to
life in 1879 when Henry Birks opened
a jewellery boutique in the heart of Montreal, Canada. What began as one man's
dream became an iconic Canadian brand that is now distributed
internationally. Birks collections are inspired by Canadian nature
and the brand's rich heritage, offering classic styles with an edgy
flair. The Company operates 28 stores under the Birks brand in most
major metropolitan markets in Canada. In addition, Birks fine jewellery
collections are available through select Mappin & Webb and
Goldsmiths locations in the UK, in Mayors stores in the US and at
select jewellery retailers across North
America. Visit www.birks.com for more information.
SOURCE Birks Group Inc.