Earle Palmer Brown is continuing its branding effort for Helzberg
Diamonds with its first holiday marketing blitz for the client.
The jewelry retailer's effort, by EPB in Philadelphia, is running in radio, outdoor and cinema media. Outdoor ads show either diamond rings or earrings set against black backgrounds, each with a single line of copy. They target male, gift-giving consumers with such lines as "Is she dreaming of a white Christmas?" and "Mommy will definitely be seen kissing Santa."
Mike Drazen, chief creative officer at the shop, a division of EPB Communications, New York, said the creative team did not want the ads to "reek of sentimentality. We wanted the work to be disarming and witty in a very observational way."
The North Kansas City, Mo., retailer has more than 200 stores nationwide and has been a client since 1997.
Drazen said the bulk of Helzberg's annual $10 million media spend is implemented during the holidays.