To mark the launch of its new, first-ever 18k-gold plated sterling silver jewelry collection, Pandora enlisted singer and mother Ciara as its Ambassador. I’m really impressed with the direction of Ciara’s brand and this Pandora endorsement couldn’t be a better fit. “We’re in a time where, as women, we’re coming together stronger than ever and discovering our voices and collectively encouraging each other to be more bold, confident, fearless, and to really be who you are,” she said when the deal was announced last month. “I feel like I am a part of history right now because it is the first time Pandora has done this type of collection. I’ve been a huge fan of the brand for years, since I was growing up. For me, I felt honoured that they chose me.”
Additionally, the brand partnered with Vogue Magazine and It Girl Hailey Baldwin for an exclusive snoop inside her sprawling Spring 2018 wardrobe. The creativity around the creation of content to bring awareness to the cool new evolution for the much-loved Danish jewelry house had me captivated and wanting to run to the nearest Pandora store.
In a brilliant and creative move, an Australian agency created “The hive,” a five-metre installation that uses light, sound and scent to replicate a working beehive. “We wanted to bring the Pandora Shine campaign to life in a way that engages all the senses. The Pandora Shine collection, in 18k gold-plated sterling silver, is themed around honeybees. The Pandora Hive is the perfect way to introduce our new accessible high-quality golden jewellery to the Australian market in an innovative and fun way,” Glenda Wolman, vice president of marketing for Pandora in Australia and New Zealand. “The Hive is designed to attract customers inside in the same way that pollen attracts a bee, with an alluring visual impact and a meadow fragrance used to entice customers inside. It is intended to appeal to Pandora’s growing customer base, from Generation Z customers who may be encountering the brand for the first time, to millennials who have bought Pandora products before.”
Each time a brand with local footing drops a campaign globally, I wait in anticipation, to see how it will be translated for the South African market. It still saddens me that SA creatives still think hosting a glitzy event is still the best way to get a message across. To officially join in on the global roll out, Pandora SA decided to host celebrities and socialites at a “Touch of Gold” themed event, hosted by media personality, Pearl Modiadie. Leading up to the event, influencers including Tshepi Vundla and KNaomi alongside Top Billing host Ayanda Thabethe shared teasers of the new shine campaign on their Instagram pages. Of course, two weeks after the launch, the event is forgotten, resulting in minimal engagement for the campaign. What an uninspiring way to usher in a new dawn for the brand.