Jul 16, 2004

Greater China: Jeweller taps into women's passion

GREATER CHINA: Just Gold-Just Diamond has kicked off a US$3 million TV-led advertising campaign, supported by print, outdoor and POS. The Leo Burnett-developed campaign uses the theme 'The religion of beauty' as a communication platform. According to Burnett group brand director Ruby Lee: "The brand evolved from 'True women' in the '90s to the recent 'Women's privileges'. Women's devotion to beauty is so intense that it could be likened to a religion.

By endowing the brand with a mesmerising, religious glamour, the new TVC elevates Just Gold-Just Diamond to the status of an international brand, rather than a local jeweller.

In Hong Kong and China, the brand competes with the likes of Chow Tai Fook and Chow Sang Sang, while in Taiwan, its major competitors are Golden Life, J Code and Emperor Diamond.

Just Gold-Just Diamond brand manager William Hui said By positioning ourselves in China as a non-local brand,...

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