Open any magazine and you’ll see countless jewelry ads featuring ridiculously aspirational beauties or celebrities living the lives of the rich and famous. PANDORA, however, began with a different premise: Make fine jewelry available to everyone. There was only one problem. PANDORA’s global tagline, Unforgettable Moments, was leading people to celebrate only their most significant moments — wedding, birth of a baby — and the business was stalling.
At GKV, we saw things a bit differently, too. What makes someone truly unique is not just the big moments in life, but all the little ones as well. So we freed the brand to be about the little moments that define us just as much as big moments.
This also freed the brand to express itself and its relevancy every day via digital banners, videos and microsites, like ‘PANDORA Perfect Gift Finder’ to generate gift ideas by answering simple questions and ‘PANDORA Uniquely Me’ for self-expression and self-gifting ideas.
From 2010 to 2015, the brand grew 670%, to $1.5 billion. Now that’s unforgettable.