Pandora Jewelry is launching a global advertising campaign with a focus on empowering women, kicking it off this week with billboards in nine cities including Baltimore, the company's U.S. headquarters.
The Danish company's "Do" campaign will feature Mame Adjei, a former Miss Maryland USA and a runner-up in America's Next Top Model, and shows women embracing jewelry as part of their lifestyle.
The ads aim to change the perception of the brand as a maker only of charm bracelets to one of a jewelry destination, while recognizing women's growing participation in women's rights movements such as International Women's Day, said Charisse Ford, chief marketing officer for Pandora Americas.
Today's consumers "expect you to have a point of view and a voice and enable them as opposed to being a director of them," Ford said. "The Pandora voice is ... all about inspiring women to be true to who they are."
Pandora, which markets itself as high-quality jewelry at affordable prices, sells its charms, bracelets, rings, earrings, necklaces and other pieces in 100 countries.