Headlines

Tiffany’s New Advertising Campaign Inspired by Legal Spat With Costco

Published

8 years ago

March 2, 2016

INSTORE Staff

The jewelry maker is taking a different marketing angle.

The recently launched advertising campaign from Tiffany & Co. highlights the 130th anniversary of its notable “Tiffany” ring setting – the same setting that’s the subject of a lawsuit that the jewelry maker filed against Costco in 2013, CultureMap Houston writes.

The article says that the lawsuit originates from when Tiffany found rings in a display case at a California Costco “labeled with the word ‘Tiffany’ and discovered that a salesperson at the store there referred to them as such.” Costco defended itself by asserting that “Tiffany” is a generic term for a type of setting, but a U.S. District Court in Manhattan ruled that the discount chain knowingly infringed on Tiffany’s intellectual property. Now, Tiffany is trumpeting quality in its latest ads, which depict the “hard work of its top gemologist, as well as the specialists who set and polish the diamonds.”

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