The little blue box – when marketing is a gamble

We all dream of a diamond ring from Tiffany’s and if the Australian Open is anything to go by, perhaps a pair of diamond earrings.

This is a luxury brand for women around the world transcends all others is terms of brand dominance, style and elegance.

Last week, they took a marketing gamble that may not have paid off in its entirety.

They sponsored Maria Sharapova, the 14th seed Women’s Tennis Player that is not only a great tennis player, but a fashion icon and many a mens fantasy.

She has poise, confidence and style that we have all come to love and adore. Watching her play tennis in her skimpy outfits with Nike stamped all over it showing off her athletic body and putting her picture perfect face on millions of television screens worldwide – is something we have all come to appreciate.

As she wins touraments, the public and her fellow Russians adore her even more. I know I do. I would love to be her just for one day!

So much is her following that Tiffany’s banked on it. They designed earrings for her to wear during the Australian Open hoping for the worldwide coverage that every sponsor of this tennis great has come to expect.

Except for a little known Maira Kirilenko, a fellow Russian, decided to put an ‘ace’ in the works. She beat the tennis sweetheart, seeing Sharapova crash out of the Australian Open in the first round 6-7 6-3 6-4.

No, more little blue box for Sharapova, at least this time.

Sponsoring an elite player usually means a ’sure thing’ but who would have predicted that Sharapova would crash so early? Maybe Tiffany’s should think about Serena Williams although she probably isn’t quite their style.

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