March 6th, 2012
The Cartier brand has a lot to be proud of after 165 years, and their recent short film is no exception. Not only is it gorgeous and a testament to luxury goods branding but it is unusually strategically sound for a category where often we get lost in beauty (and why not?). So what’s the big fuss about, pussy cat? Well, lets just take a look at the targeting and product equity both handled in the most subtle yet clever and engaging fashion.
As one accompanies the cat on its journey around the world, starting from his post in a Cartier boutique in Paris, we can’t help but notice the three key countries he visits are the most important emerging luxury markets — Russia, China and India. Yes he witnesses some very important events along the way, literally brushing with royalty — the creation of the Great Wall (via an ornate gold dragon — get it?) and the palatial and also well adorned Taj Mahal, but there is a clear credence played to these ever increasingly essential markets.
Then there is the the use of the product both as in placement (on the Czars fiancees finger and Shalon Hallow’s wrist), but also using key brand equity pieces like the iconic wedding rings, gold bracelets and watch facing, all used as brilliant executional devices and clever means of telling the story of the 165 year journey.
Of course he ends up back in Paris where our journey concludes by him deftly brushing by a gorgeous Shalon Hallow and then into the signature red box but not before the “big cat” like voice over mildly roars Cartier. Happy Birthday Cartier!