Pandora Bets Your Horoscope Sells More Charms Than Your Love Life Does

Pandora's newest jewelry line takes its cues from ancient coins rather than hearts and charms bracelets. The Talisman Collection, designed by Pandora's in-house Creative Studio, includes zodiac-sign charms, reversible rings, necklaces, and bracelets built around nature motifs, and it is rolling out through a global out-of-home campaign that agency Jack Nimble has now localized for Australia and New Zealand.

Rather than simply running Pandora's international assets as-is, Jack Nimble rebuilt the campaign around Australians' well-documented obsession with horoscopes, framing the zodiac charms as something shoppers "recognize and relate to, not just read." The agency kept Pandora's signature pink for brand consistency while creating channel-specific billboard assets for the nationwide rollout, with Dentsu handling media buying.

"We're proud of the result and excited to see how audiences connect with the campaign," said Jack Nimble managing partner James McInnes, adding that the agency was "incredibly excited to be working with a globally recognized brand like Pandora." It is one of only a handful of Pandora's global campaigns to get a local makeover, a sign the brand is leaning harder into regional specificity as it heads into its biggest sales quarter of the year.

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Source: B&T

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →