(NEENAH, Wis.) – Jewelers Mutual, the only insurer specializing exclusively in jewelry insurance in the U.S. and Canada for more than 100 years, has announced the launch of a new ad campaign for consumers as well as the jewelry industry.
The campaign called “For All Its Worth,” features in its consumer advertising real couples reflecting on their love story together, and the many moments leading up to and behind their engagement rings.
A 60-second video shows a newly engaged young man and his fiancée reflecting on the moments they’ve spent together – at a photo booth, restaurant, on a long drive, or a weekend spent watching a movie. “It’s the memories we’ve made. And the ones we still need to. So, yeah, it’s definitely more than a ring,” the young man concludes.
“The campaign is driven by emotion and gets at the heart of the incredible sentimental value jewelry holds,” says Jewelers Mutual Chief Marketing Officer Trina Woldt. “It’s about protecting the bond that exists and the moments that you’ve shared.”
The consumer campaign spans online video, print, digital, and radio with the overarching theme extending to the jewelry trade with creative geared toward jewelry businesses, manufacturers and wholesalers.
Also created was a 60-second video for the jewelry industry, as a first-hand glimpse at the powerful relationship between a jeweler and their clients. The video shows a real jeweler preparing for the business day and welcoming a real, soon-to-be-engaged couple as they pick out a symbol of their love. The young woman smiles as she looks at her new ring, the jeweler adds, “This is my life’s work, and this is part of their life story. It’s more than jewelry. It always is. It’s all worth protecting.”
“Showing the genuine passion shared with the jeweler and client is so important,” said Woldt, “That relationship is what sets our industry apart from others.”
The “For All Its Worth” campaign is part of a larger effort, aligning Jewelers Mutual’s personal jewelry insurance with the Jewelers Mutual brand and an updated logo featuring ‘Since 1913.’ “Our rich history of being founded by jewelers, for jewelers, continues to help shape our future and we proudly embrace it across both divisions of the company,” said Woldt.
“Our connection with the industry, our jewelers and those who wear jewelry is powerful and truly special. All of us have a shared passion for jewelry and realize the impact it has in our lives.”