Future Of The Waterford Brand: Crystal Clear?

Waterford, which provides the crystal ball that descends in Times Square every New Year’s Eve, has its own brand resolution for 2010: more sparkle. The ad copy on a new poster for Waterford crystal, starring a pair of champagne flutes, reads: When two people are meant for each other to come together, you can see it. It’s a sparkle that lights up a room. A sparkle that grows brighter with each passing year. The sparkle of a new beginning. The poster could be optimistically referring to Waterford itself, which is undergoing its own “new beginning” and hopes that its $2.5 million ad campaign will result in a very sparkly 2010.