Every Christmas season, Kay Jewelers releases a commercial that is supposed to represent a moment of pure, unaltered bliss for women: After a year of hard work and playing the diligent wife, the go-getter at work, the dinner maker, the errand runner, and the all-around problem solver, she is rewarded with a beautiful piece of jewelry — what a prize! The woman smiles, thanks her loving family, and everyone is happy. Most importantly, she knows she is loved. In the next clip, she is wearing the jewelry, gives her husband or boyfriend a kiss, and the musical jingle plays as their lips touch: Every kiss begins with Kay.
Kay Jewelers has been making commercials for Valentine’s Day, Mother’s Day, and Christmas for years — and every one follows a variation of this formula. Each commercial ends with the beaming, grateful woman wearing the jewelry, and leaning in for the big kiss with her husband or boyfriend while the jingle begins to play. This is one of the most important parts of their brand’s image. The tune is simple, memorable, and short. While very few commercials use musical jingles anymore, Kay’s still works — which is precisely why they haven’t changed it for so many years. It has become such an integral part of the brand that people recognize the company from the moment they hear the first few notes.
Aside from the effective jingle, Kay Jewelers uses another method of appealing to their customers. By showing a husband or boyfriend engaging in a simple, loving gesture like giving his partner a heartfelt gift on Christmas, a tradition is born. Kay Jewelers takes care to show that beautiful gifts like gem-encrusted necklaces, diamond rings, and gold bracelets are affordable, even for families. It also shows that a woman will appreciate something selected from Kay. So of course, with everyone so pleased, it makes sense that it could also be a wonderful tradition for years to come.
Kay Jewelers also uses mini-stories to evoke our tender emotions. They carefully align the customers that use their products as protagonists. When a boyfriend or husband presents his personal gift from Kay, he believes he has given a priceless, timeless gift to the woman. And when she inevitably accepts it, she accepts not only the gorgeous jewelry, but also the gesture that comes with it. She accepts his love, and both parties feel good about the transaction. This makes us, as consumers, want to recreate that feeling for ourselves.
So by combining mini-narratives, holiday traditions, good feelings, and jingles, Kay Jewelers has created an unmistakable image for themselves that has transcended other competitors’ marketing techniques. Everyone knows what a Kay commercial is like, and hundreds of thousands of women receive gifts from their stores every Christmas. All of the time-tested advertising techniques I touched upon have made Kay the number one retailer of jewelry worldwide. The simplicity of their brand resonates with millions of normal folks who are looking to give or receive something special. Of course, there’s a whole other camp of people who avoid Kay Jewelers precisely because of these advertising elements, too — but that certainly won’t stop Kay Jewelers from releasing another commercial, or from changing their formula. Just wait until Valentine’s Day.