CGB CLAIM POSSIBLE CAMPAIGN SLOGANS

Concept I: "Make private moments special with the magic of Swarovski" At heart, this concept springs from J.R.R. Tolkien's understanding of "magic," which works its transformative wonders within the world, as distinguished from "enchantment," which produces a kind of "Secondary World."1 The slogan continues the story that began with the "Love at first light campaign" while remaining true to our brand vision of being an internationally famous "multi-category premium brand with a strong positive emotional meaning that amazes and inspires." It derives its appeal from our customers' thirst for enchantment for products and experiences that magically transform life's everyday moments into extraordinary events and special, timeless memories. Dreams belong to the future in fact, they are the future and a power to which we all have access, but over which we have little or no control. Swarovski, the slogan implies, places that power firmly in the consumer's hand. By making DREAMS COME TO LIGHT, it says, Swarovski performs miracles. So much for the future: anything is possible. But what about the past? Heritage has a whole new meaning in the Age of Immediacy: the lightning speed of innovation from one day to the next that emerged along with the Internet has permanently compressed the lifespan of what we call "new." Accordingly, while heritage is as near to consumers' hearts as ever, its reach is no longer measured in years anything that has existed longer than e-mail already carries the credibility of being "historic." As such, pinpointing a heritage with calendar precision (i.e. "since 1895") has the paradoxical effect of making that very heritage seem dated. To avoid this problem while continuing to benefit from the credibility and assurance a brand legacy ensures, the tagline keeps it simple while emphasizing the thing with which our customers most commonly identify us, crystal: "Where crystal began." No other brand no matter how long or rich its history can claim the birthright to crystal. In a cup-de-force of language that by far surpasses the limitations imposed by calendars, the tagline accomplishes the extraordinary: it posits Swarovski beyond history as the timeless, peerless source of amazement and inspiration itself.

DREAMS COME TO LIGHT Swarovski. Where crystal began.

Concept II: "Realize your hidden potential through the world of Swarovski"
1

In contemporary English, the word "magic" is commonly used to refer to both

"enchantment" and "magic" in the Tolkienian sense.

Bradford Reid Goodwin M.A. Copywriter Text & Concepts 1

This concept, too, has magic at its center, but in the sense of what Tolkien calls "enchantment." It paints the Swarovski brand as a gateway to a Secondary world in which the individual realizes his or her deeper potential his or her innermost beauty, or radiance which can take any number of forms, and which he or she can enter and exit, alter or adapt at will or whenever inspired to do so. It alludes to crystal's mystical, multifaceted ability to reimagine and radiate everything reflected in it. In essence, this approach owes much to Eastern thinking (Zen, Taoism, etc.) and as such meshes very nicely with the campaign for the "Nirvana" ring. The logic behind the "non-dated" tagline is as elaborated above.

ENTER RADIANCE. Swarovski. Enchantment is everything.

Bradford Reid Goodwin M.A. Copywriter Text & Concepts 2