Ben Bridge Jewelers Looks to Millenials
As the fifth generation of the Ben Bridge Jeweller family looks to the future of the 104-year-old company, it has selected Seattle-based creative agency DNA to help tailor and evolve its communication to a new audience of consumers.
Ben Bridge is known throughout the Western United States for its exceptional jewellery and personal service. The company is focused on developing exclusive collections targeted to younger consumers and has challenged DNA to help communicate the virtues of the brand to both new and existing customers.
Ben Bridge selected DNA after a national search for a creative and branding partner.
“It is an exciting time in the history of Ben Bridge as we continue to evolve our brand to make it relevant to today’s consumer,” explained Marc Bridge, great-great grandson of the company’s founder. “We felt DNA understood what we are trying to build and could help us communicate our unique value proposition. We believe our century-long commitment to caring, personal service and crafting jewelry of enduring quality is deeply relevant to today’s consumers. We needed help sharing that message with consumers in today’s frenetic media world.”
DNA has deep insight into the millennial market specifically as it relates to the affluent sector. This understanding will contribute to the strategy and marketing initiatives that are being developed.
“There are 16 million affluent millennials in the US making them a powerful target audience for Ben Bridge,” explained Chris Witherspoon, Managing Director of DNA. “We know that they want highly personalized service and that they care about the values of a company, not just what it offers. Ben Bridge’s local focus, family values and entrepreneurial spirit are important attributes to this audience and offers us new ways to tell the Ben Bridge story.”
New marketing and advertising initiatives will roll out for the fourth quarter of 2016.