Case Studies
MPCG was retained by House of Tanzanite to rebrand the company as Alberto. The company was primarily recognized in the industry as a manufacturer of tanzanite jewelry. However, they have expanded into other product categories. The company was renamed Alberto in order to place each of their collections under the corporate umbrella.
Goals:
The objective was to build awareness among Alberto’s existing customers and potential new ones of the Alberto name. It was also important for their clients to know that besides Tanzanite, Alberto also manufactures color diamonds and exotic precious and semi-precious gemstone jewelry.
Strategy:
MPCG produced a marketing plan that included creating a cohesive brand image for Alberto Collections. A new logo was designed and a branding guidebook was developed that determined the typeface and corporate colors to be used in their advertising campaigns, collateral materials, corporate communications, website, and commercials. In addition, a TV commercial was created for the cruise ships and retailers.
Results:
Alberto has made inroads and developed new department store accounts and has increased their overall business. Additionally, their consumer ads have garnered greater brand recognition among their present customers and new ones. Overall, their customers have been impressed with their new look and are constantly requesting collateral material from them.
Award winning fine diamond jewelry manufacturer and distributor Shy Creation retained MPCG to assist with the launch of their newest engagement ring, “3 By Shy”.
Goal:
MPCG was tasked with developing compelling creative that would introduce Shy Creation’s newest engagement ring to their retailers. In addition, Shy wanted an opportunity to increase their brand visibility through broadcast media.
Strategy:
MPCG produced a trade ad for the new bridal ring, which included developing a concept and clear advertising message. Additionally, MPCG created an opportunity for the brand to increase their visibility by leveraging our contacts at The Today Show. The agency developed a story centered around a war veteran who wanted to propose to his girlfriend during Valentine’s Day and then pitched it to the Today Show producers. MPCG conducted a national search through various veteran charity organizations as well as vetted various military veterans to find the appropriate veteran. This resulted in The Today Show receiving a completed packaged TV segment.
Results:
MPCG successfully secured an entire segment on The Today Show, with the ring receiving over 15 minutes of highlighted exposure, close-ups, descriptions, and plugs. Additionally, Shy Creation received syndication from The Today Show placement on NBC.com, NBCnews.com, tv guide.com and the todayshow.com.