Tiffany & Co. used iconic color to promote ocean conservation

Tiffany & Co. has launched a new marketing campaign that utilizes its iconic Tiffany Blue color for the first time to promote ocean conservation efforts. The "1837 Tiffany Blue Conservation" campaign, initiated in March 2025 and executed by agency L&C in partnership with Pantone, seeks to highlight the company's decades of commitment to protecting marine environments.

The campaign's core concept involves visually associating the brand's well-known hue with striking ocean vistas. The use of the color square and the designation "1837 Blue" over imagery has garnered significant attention, resulting in over 25 million social media impressions. Tiffany has employed its signature blue since 1837, and the color was officially trademarked in 1998, granting the company exclusive rights to its use.

Tiffany was among the first major jewelry brands to cease using coral in its products, a move made in 2002. Since then, the company has awarded over $55 million to marine conservation organizations. These grants have supported the protection of more than 15 million square kilometers of ocean across 30 countries.

According to Gian Carlo Lanfranco, co-founder of L&C, each image featured in the campaign originates from an area of the ocean that Tiffany has helped to protect. The photographs were meticulously selected to find the closest possible matches to the Tiffany Blue shade.