American Swiss, new brand, new campaign

(L - R): Hannes van Wyk, Jeannie D and Katlego Maboe

Adrienne Kleinman, MD of the company, stated, "It's tempting not to change a winning formula especially when the company has achieved a market share of close to 25%. But in order to stay at the top, you must change. We want a look that will capture the hearts of a new market but at the same time resonate with our current market.

"The dynamic new look takes the form of strong black and white photography and clever copy lines. The strength of the elements enables us to bring the message across in an impactful way. It's a move from one face to many," added Jo Thomas, creative director, The Jupiter Drawing Room.

Web campaign

The web campaign, tagged as 'I am American Swiss' is on the website, its Facebook page and a dedicated mini-site, giving users an opportunity to make a statement about who they are by selecting the jewellery that reflects them.

Users then recruit their "promoters" through Facebook and Twitter channels to help them campaign for votes. Although judges make the final decision, the most popular entrants will be assessed to become one of the two winners of R25,000 of jewellery.

Developed together with Techsys Informatics, a web based agency in Cape Town specializing in e-marketing and web development solutions, director Andrew Walmsey commented, "We are thrilled to be working on a campaign where the digital component is fully integrated into the marketing strategy. American Swiss is really pushing boundaries in this area."

"We believe that the recipe for success is to be able to connect with our customer on all platforms. The digital platform has become an integral part of our marketing strategy and enabled us to further strengthen the American Swiss brand. The I am digital campaign is another exciting opportunity to interact with our current customer and potential ones" concluded Kleinman.

The campaign launches officially on the 10 May. For sneak peak opportunities go to www.iamericanswiss.co.za.