Pandora Jewelry Wants to Sell You More Than a Charm Bracelet

Grey's Mother's Day ads sell broader range

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Grey New York is debuting its first work for jewelry marketer Pandora in a Mother's Day effort that encourages consumers to think beyond the brand's signature charm bracelets.

"The Art of You" campaign, which replaces the previous "Unforgettable Moments" pitch, showcases the company's range of rings, earrings and necklaces. While Pandora's popular charm bracelets are on display in the ads, there is also new visual emphasis on the company's other sterling silver designs.  

"Pandora has deep ties to charm bracelets that memorialize times and people," explained Grey ecd Caitlin Ewing.

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