Tiffany & Co. goes blue for ocean preservation

Blue is one of the most soothing colors, a calming hue that connects sea and sky. But in a new campaign, blue is also a color that sounds a global alarm.

The iconic colour known as Tiffany Blue has been an integral part of Tiffany & Co.’s legacy for nearly two centuries. From the packaging to iconic movies, Tiffany Blue has become synonymous with the brand’s identity. And since 1998, Tiffany Blue has been registered as a color trademark by Tiffany. In 2001, it was standardised as a custom colour created by Pantone, “1837 Blue,” exclusively for Tiffany and not publicly available.

Independent agency L&C worked with The Tiffany & Co. Foundation, now in its 25th year, to bring that signature blue to a cause supporting the biggest blue on the planet—the vast oceans of the world. 1837 Blue now takes on a new purpose to raise awareness of The Tiffany & Co. Foundation’s Ocean conservancy efforts with the “1837 Tiffany Blue Conservation” campaign. In partnership with Pantone, the Tiffany & Co. campaign leverages one of the brand’s most recognisable assets as a driver for ocean preservation awareness.

L&C wondered if something as emblematic as that color could take on a new purpose and help raise awareness for the foundation’s ocean conservation efforts, so it set out to bring that blue to the purpose-led campaign. 

The campaign showcases oceans in Africa, Australia and the Caribbean, where a similar shade of Tiffany Blue is naturally found. The oceans are also where marine life is at risk and those bright blue colors are fading due to climate change. The campaign urges consumers to explore the positive impact of The Tiffany & Co. Foundation’s efforts and reinforces the brand’s commitment to helping to protect 30% of the world’s oceans by 2030.

The campaign’s hero film highlights the bluest oceans, tying those blues to Tiffany Blue and its symbol of love in all its forms. The film puts out hope that the color can be a symbol of love for the planet. It also states that The Tiffany & Co. Foundation has awarded over $100 million to over 170 organisations across more than 50 countries to support seascapes and landscapes around the globe.

“Pantone is proud to partner with Tiffany & Co. in this meaningful initiative, using this powerful colour to drive awareness about ocean conservation,” said Laurie Pressman, vice president of the Pantone Color Institute. 

The film also showcases out-of-home placements in locations such as Times Square, and at Tiffany & Co.’s flagship store, The Landmark, inviting people to discover more about the Foundation’s impactful work. The Times Square placement stands out with its azure brightness and signature Pantone square. The campaign also extends to social media.

“Through this campaign, we are extending those expressions of love not only to each other but also to our planet. We want to remind people of the issues affecting the oceans, and what our foundation is doing to help,” said Hector Muelas, chief brand creative officer, Tiffany & Co., and director, The Tiffany & Co. Foundation.

Lanfranco said that the images and footage used in the campaign are based on actual research from The Tiffany & Co. Foundation, showcasing ocean locations the foundation has been helping to preserve. 

“These real images from these locations were then transformed into executions placed on stunning OOH locations. The Pantone colour is called ‘1837 Blue,’ a nod to the House’s founding year,” said Lanfranco.

L&C is no stranger to purpose campaigns that move the needle. The agency took home the Creative Business Transformation Grand Prix Lion at Cannes in 2022 for Dole’s Piñatex project, an initiative that used pineapple leaves to create a vegan leather used by brands such as H&M and Nike.