Fort Franklin Preps Shreve Ads

Fort Franklin’s upcoming campaign for Shreve Crump & Lowe encourages women to purchase Mikimoto pearls rather than wait to receive them as gifts.

A TV spot, titled “The Soiree,” shows two women sizing each other up at a fancy cocktail party. The women—one is wearing pearls, the other is not—exchange polite chatter, but subtitles clue viewers in on what they’re really thinking. The woman without pearls says: “Love your hair. It’s completely fabulous,” but she is actually thinking: “Uh-oh. You’re wearing really nice pearls.” Later, the first woman asks, “So, here with anyone? I’m sure you must be.” Her mounting obsession is revealed in the subtitles: “Who gave you those pearls?”

Print executions show photo-graphs of different Mikimoto pearl items. One ad uses the headline, “Somewhere, under the sea, mermaids are demanding justice.” Another says, “Remarkable enough to bribe your guilt into keeping its mouth shut.”

The tagline used for the past five years by Shreve, “Two floors. And who knows how many stories,” has been retained.

The client spent $2 million on ads in 2000 and approximately $1 million through the first eight months of 2001, per CMR.

“Jewelry advertising has been dominated by male purchasers of gifts for wives and girlfriends,” said Kevin Jenness, the former president of Shreve who continues to act as a marketing consultant for the company and helps to fashion the jeweler’s campaigns. “[But] there has been a shift in the nature of purchasing jewelry. This [campaign] addresses that shift.”

An effort was made “to encourage women to go out and make that [jewelry] purchase and do it in a humorous way,” said Marc Gallucci, president and creative director of Fort Franklin, Boston. “[The ads] are about tapping into what women think.”

In numerous in-terviews with consumers, the Boston client discovered that an increasing number of women are buying jewelry for themselves—and the new campaign attempts to tap into that dynamic, Gallucci said. The campaign targets women aged 40 and over.

The TV component—still in production late last week—will run on local broadcast and cable news programs, as well as on women’s networks such as Lifetime.

Print advertisements will run in The Boston Globe Magazine and elsewhere.