• by Sarah Mahoney  @mahoney_sarah, April 8, 2025

Tiffany & Co.’s iconic blue is the kind of brand asset that turns other companies green with envy. Now, the Tiffany & Co. Foundation is hoping that signature shade can help turn the tide on ocean awareness, highlighting the company’s decades-long commitment to marine health.

The “1837 Tiffany Blue Conservation” campaign, created in partnership with color authority Pantone and agency L&C, connects the brand’s beloved blue with the blues of endangered marine ecosystems. The effort is part of Tiffany’s broader environmental mission: to protect 30% of the world’s oceans by 2030.

“The impetus for the campaign came from a simple realization,” says Annika Dubrall, director and head of global sustainability and philanthropy at Tiffany & Co. “It just so happened that a similar shade of blue to Tiffany Blue is found naturally in a lot of the ocean where marine life is at risk and where Tiffany & Co. Foundation grantees are working to protect and restore ocean habitats,” she tells Marketing Daily.

Tiffany has long treated the hue as a precious asset, trademarked since 1998 and formalized into a Pantone custom color in 2001. “The color isn’t available to others -- it’s precious,” says Dubrall. “And the ocean is precious as well, and needs our protection.”

While some conservation campaigns focus on distressing imagery—ocean trash or entangled sea creatures—Tiffany is opting for something lovelier. “Tiffany & Co. has always been about love and optimism,” she says. “So it feels right that our campaign around oceans also center on love and optimism.”

The campaign aims to inspire action, not despair. “We tried to keep the messaging very succinct and the image very arresting,” she adds, noting that the imagery highlights real geographies where Tiffany & Co. Foundation grantees are engaged in restoration efforts.

It also builds on the company’s history in ocean philanthropy. “More than 20 years ago, we made the decision to stop putting coral into our jewelry, and we encouraged other jewelry maisons to do the same,” she says. “Our very first grant was in coral reef conservation, and that work has continued ever since.”

And while environmental issues may be fading from the headlines and political debates in the U.S., Tiffany is leaning into its global identity. “The oceans literally unite us,” Dubrall says. “Many people point out that really, it’s all one ocean. We want to engage with the public to create a ripple effect.”