The brief
A venture capitalist wished to acquire the dormant Fabergé brand from Unilever with a view to launching an exclusive range of fine diamonds bearing the prestigious brand name. They were seeking potential investors in the concept.
Our approach
Our first proposal was a programme of market research to order to accurately determine the current value of the Fabergé brand: a key starting point for our client’s negotiations with Unilever. We organised and managed focus groups to which we invited key opinion-formers. Together we reviewed the brand values of other luxury brands and compared them with the heritage inherent in ‘Fabergé’.
Secondly, we provided our clients and potential investors with a blueprint for an international, multiple media campaign to successfully launch the new diamond brand in its key target markets, addressing jewellery consumers, suppliers and retailers.
The result
Our client successfully acquired the Fabergé brand and is now marketing its diamond range throughout the world.