Evolving an Iconic Love Brand

KAY Jewelers has been part of America’s love stories for over a century. As the brand looked to connect with a new generation, the challenge was evolving an iconic promise—Every Kiss Begins with KAY—to reflect how love shows up today.

Featuring real couples and their unique relationships, the campaign reframes romance as collaborative, expressive, and shaped by everyday moments. Love isn’t treated as a single milestone, but as something built over time.

This evolution positions KAY as the go-to jeweler for a new generation—embracing a bolder, more personal view of love while honoring the brand’s legacy.

 

  • +National broadcast campaign

    +Social content

    +Modular content library

    +Cross-platform digital executions

  • Agency: Zimmerman
    Group Creative Director: Alison Brown
    Creative Director: Biba von Speyr
    Creative Director: Rachel Migliore
    Associate Creative Director: Maria Silva
    Director: Mark Ziebert
    Social Director: Danny Feder
    Photographer: Mark Clennon