Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Pandora targets wider audience with new ‘DO’ campaign

International jewellery brand Pandora has launched its new multifaceted advertising campaign targeting the active, socially responsible customer.

The S/S17 campaign, which officially launched today (March 16) “aims to empower women to take action and be true to who they are and what they want to DO”.

The campaign is a change in direction for the jewellery brand with the new lifestyle imagery capturing ‘moments in time’. Lifestyle shots, such as a mother and child playing together or friends having fun will be replicated across all Pandora stores and its digital platforms from this month.

In addition, the campaign will promote the brand’s aims to reduce its environmental impact and consider what its designs are made from.

A statement released today from Pandora said: “As well as providing a fresh aesthetic, the campaign is also a chance to tell the world what we DO. From crafting hand-finished, high quality products to being socially responsible.’

As part of the ‘DO’ campaign, the brand’s new TV advertisement, which officially launches today, will feature entrepreneur and America’s Next Top Model contestant Mamé Adjei.

Senior vice president and chief marketing officer at Pandora Minna Philipson explained: “Pandora is a brand rooted in transparency for more than 30 years, offering authenticity and dedication in our actions for bettering ourselves and others. The DO campaign and our new collections celebrate and bring this ethos to the forefront, ensuring that together we are doing what is true to us.”

Stephen Fairchild senior vice president and chief creative officer at Pandora added: “Spring/summer 2017 products are bright, versatile and strong, like women. Each piece stands for something positive that women can admire and believe in, in terms of roots, actions and aesthetics. What they choose says something about them.”

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions.

Links may be included in your comments but HTML is not permitted.

Comments that promote commercial services without adding substantively to the discussion will be removed.