From
Commercial
Relevance
to Cultural
Currency
Global brand platform
Pandora got something right from the get-go. By making jewelry affordable to women worldwide, they have grown from a small shop in Copenhagen to the biggest jewelry company on the planet. Thanks to a single product concept - the Pandora charm - they have turned their customers into collectors and created the most loyal customer base in the category.
But trends change, and a brand that has become synonymous with a product needs to give consumers an incentive to follow them into other categories.
Our advice to Pandora and their agency partner Hjaltelin Stahl was to show the world that their brand was based on
a story that could earn them a place in every jewelry category - a story about the nature of modern femininity.
SS19 spring campaign / Brand platform launch
‘Whatever Feels Natural’
By taking the position that jewelry is ‘what feelings look like’, Pandora could translate its commercial relevance into cultural currency and become the brand that made it affordable for women to bring their depth to the surface. In line with the new paradigm ‘feeling is believing’, we helped Pandora and their agency launch their new brand platform globally in spring 2019. The campaign encouraged women not to let others dictate their style - but do: Whatever Feels Natural’.
