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Article: BACCARAT RESHAPES ITS IMAGE: WOOS THE YOUNG AND RESTLESS.
- Article from:
- HFN The Weekly Newspaper for the Home Furnishing Network
- Article date:
- August 10, 1998
- Author:
CopyrightCOPYRIGHT 1998 MacFadden Communications Group LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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NEW AD CAMPAIGN PROMISES TO BE EDGY; TO SURPRISE, BUT NOT SHOCK
NEW YORK-In an effort to attract new, young and fashionable customers, Baccarat will launch a worldwide advertising campaign in September that it promises will be evocative, intriguing, even "edgy."
"We wanted to surprise, without shocking people," explained Baccarat president Jean-Luc Negre, who said the time is right for the centuries-old French crystal company to adjust its image.
Baccarat is not just about stemware, he said, it's also about luxury. The ad campaign is designed to create an awareness, particularly among young people, of Baccarat's luxury items -- its vases, its jewelry, ...