Advertising high end products without compromising status is a delicate game
http://news-info.wustl.edu/tips/page/normal/8910.html
Extract: Appealing to the luxury consumer is a tricky balancing act. A product needs to compare favorably with its direct competitors, but it can't appear too similar to other items in the firm's product line. According to a business professor at Washington University in St. Louis, it's important for firms to use an advertising strategy that utilizes image-oriented appeals to differentiate its premium products from the rest. Premium products need to be positioned beyond the claim of "higher quality" alone.
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