Peter W Beck’s new ‘We Make Love’ campaign has been a “brilliant” success with retailers and consumers.
Officially launched at the JAA International Jewellery Fair in September, the campaign, which features four print ads and two videos promoting the brand’s wedding bands, went live the same weekend.
One of the print ads, titled ‘Be Yourself & Together’ features two gay men wearing wedding rings and embracing as well as images of ‘His & His’ wedding rings and ‘Hers & Hers’ wedding rings.
Two of the other print ads feature heterosexual couples on their wedding nights – in one, captioned ‘There’s one thing that’s not coming off tonight’, the bride is partially undressed while in the other, captioned ‘Soon all he will be wearing is the wedding ring’, the groom is getting undressed.
The fourth ad simply features a bride with the tag line ‘We Make Love’.
One of the videos focuses on the preparation of the wedding ring and the wedding day while the second video highlights “the exact moment when the couple becomes husband and wife, the moment they put the rings on each other’s fingers”.
Peter W Beck marketing manager Laura Sawade said the campaign was produced to drive consumer awareness and demand for the Peter W Beck brand instore.
She said the ‘We Make Love’ tagline, which was conceived by Adelaide’s Kingdom Advertising “shows the connection between the fact that we make our products with love, the couple creates love in their relationship and our wedding rings are a symbol of the love shared between the couple”.
The print ads have been booked into “17 major publications” for the next 12 months while the videos have been virally seeded across YouTube, Google and “relevant wedding websites”.
“We have seen a positive take-up of the campaign from all types of consumers and look forward to this continuing over its lifetime,” said Sawade.