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The world’s largest mass-market jewellery brand, Pandora, has unveiled its 2024 marketing campaign, a continuation of the Be Love project.
The Be Love campaign was launched earlier this year, featuring a range of artists, actresses, and musicians. The holiday campaign will feature Pamela Anderson, Chloe, and Halle Bailey, as well as models Agyness Deyn and Jocelyn Corona.
Erin Matson, vice president of marketing for Pandora North America, said the campaign encourages thinking beyond traditional gifting.
“Our ambassadors are public figures who uphold the shared idea of love in all forms, and who value quality, beauty and sustainability in their jewellery,” Matson said.
“Icon Pamela Anderson embodies self-love and serves as a powerful force in today’s society, reminding us that gifting to others can also be an act that makes you feel good, too. Meanwhile, the dynamic sister duo of Chloe and Halle Bailey perfectly represents the essence of this campaign, which celebrates the bonds we share with our loved ones.”
Among the new releases as part of the campaign are customisable engravable heart charms and bow motifs, classic pave tennis bracelets and various new styles using a blend of mixed metals.
“This collection is all about themes of light and love, so we wanted these celestial-inspired designs and iconic symbols of holiday magic and love, like the Be Love Heart, to really shine through within the campaign imagery,” Matson continued.
“The bow items are not only on trend but are also a playful holiday symbol. We carefully curated this collection to showcase our pieces made from sterling silver, 14-carat gold, hand-blown Murano glass and lab-grown diamonds.”
In August, Pandora predicted a revenue increase of between 9 and 12 per cent for this financial year.
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