Pandora launches ‘DO’ campaign encouraging women to live ‘authentically’
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Pandora launches ‘DO’ campaign encouraging women to live ‘authentically’

Danish jeweler Pandora is hoping to connect with women the world over through its new marketing campaign, simply titled ‘DO’. The message behind the campaign is one of authentic living. The company is hoping to encourage women to be honest about who they are and what life means to them, and inspire strength and determination.

According to the company’s press release:

“Through this, Pandora jewelry enables women to express their style, celebrate their life and relive a feeling. Women should feel proud to wear Pandora jewelry, as not only a style statement, but a symbol of something “bigger”.”

You can check out an ad – ‘Craft of You’ – for the new campaign below:

According to Minna Philipson, senior vice president and chief marketing officer at Pandora:

“Pandora is a brand rooted in transparency, offering authenticity and dedication in our actions for bettering ourselves and others. The DO campaign and our new collection celebrate and bring this ethos to the forefront, ensuring that together, we are doing what is true to us.”

Pandora’s chief creative officer, Stephen Fairchild, adds:

"Our Spring/Summer 2017 collection pieces are bright, versatile and strong like women. Each piece of jewelry 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."


Dominion holds Pandora in its Global Trends Luxury Fund.

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