Cartier Love Bracelet

The iconic Cartier Love Bracelet, designed in the 1960s, has been a symbol of love and commitment for decades. To breathe new life into this classic design, Cartier North America sought to introduce a contemporary variant, the Love Charity Bracelet, which features knotted silk in various colors.

Challenge

The primary challenge was to create a launch campaign that would generate excitement and awareness around the new Love Charity Bracelet while appealing to Cartier's discerning target demographic.

1. Talent Engagement: We enlisted renowned talents, such as DJ Paul Sevigny, to create a memorable and captivating atmosphere at the launch events.
2. Event Coordination: We collaborated with Cartier's team to coordinate talent that would resonate with the target audience and generate buzz around the new bracelet. A-list celebrities attending the events include Sarah Jessica Parker, Usher, Eva Mendes, Salma Hayek, Scarlett Johansson, Ashley Judd, Spike Lee, and Janet Jackson, to further amplify the bracelet's visibility and appeal.

To ensure a successful launch, Cartier partnered with AMW, leveraging our expertise in event planning and talent management.

Our approach involved:

1. Memorable Events: The launch events, featuring our exclusive talent, provided unforgettable experiences for attendees, creating lasting impressions and positive associations with the new bracelet.
2. Celebrity Endorsement: The involvement of A-list celebrities generated significant media coverage and lent prestige to the Love Charity Bracelet, elevating its status in the market.
3. Widespread Coverage: The launch campaign garnered extensive media attention both nationally and internationally, showcasing the Love Charity Bracelet as a modern and desirable interpretation of Cartier's iconic design.

The comprehensive launch strategy led to exceptional results for Cartier's Love Charity Bracelet:

By leveraging our expertise in event planning and talent management, we successfully supported Cartier in introducing the Love Charity Bracelet to the market. The memorable launch events, celebrity endorsements, and widespread media coverage helped establish the new bracelet as a sought-after and fashionable accessory, staying true to the classic design's legacy of love and commitment.