Pandora Charms Black Friday "The Art of You" campaign
Published: Saturday 15 October, 2016
"The Art of You" campaign, which replaces the previous "Unforgettable Moments" pitch, showcases the company's range of rings, earrings and necklaces. While Pandora's popular charm bracelets are on display in the ads, there is also new visual emphasis on the company's other sterling silver designs.
"Pandora has deep ties to charm bracelets that memorialize times and people," explained Grey ecd Caitlin Ewing. "What's new here is we're taking that heritage and bringing it into the future, where it's also about self expression, 'the art of you.'"
That heritage is underscored in a TV spot that includes three generations of female Pandora fans. (The new campaign uses actual mothers and young daughters.) In addition to TV, Grey's integrated North American pitch uses print, digital, public relations, social media and in-store efforts.
According to the company, the jewellery market in China is the largest in the world, which in 2015 had a value of RMB607 billion (approximately US$90.24 billion), corresponding to an increase of 7 percent compared to 2014. In the period 2016 to 2021, the Chinese jewellery market is expected to grow with a compound annual growth rate (CAGR) of 6 percent, it added, citing a study by Euromonitor.