Professional Jeweler Archive: Striking While Gold Is Hot

August 2001

Precious Metals & Bench

Striking While Gold Is Hot

The World Gold Council unveils a new worldwide consumer marketing campaign this month

Now that yellow gold is au courant in fashion circles again, the World Gold Council has seized the moment to launch an international campaign that captures consumers’ new yearning for warmth and color. In ads that debut this month in consumer lifestyle and fashion magazines, the “Glow With Gold” message encourages readers to rediscover gold’s ancient connection to the warmth of the sun.

Ads begin by featuring a black-and-white photo of a model depicted in the cold, stark, minimalist style of the 1990s. But when readers turn the page, they feast on sun-bathed golden images of women enjoying warmth at the beach and elsewhere in what the ads call a “new kind of cool.” Gold’s new icon, three concentric circles featured here on an image from the new campaign, also evokes the sun. The icon is suggestive of the symbol Renaissance alchemists used for gold and the sun.

The new positioning of gold, developed for WGC by branding agency Wolff Olins and ad agency Bartle Bogle Hegarty, seeks to revive the ancient aura of gold, not its more recent 1980s image of excess. The new message is that gold is spiritual and warm. The campaign also conveys that life is about balance, enrichment and enjoyment of things such as gold. A mother playing with her child on a sun-drenched beach is one example.

The first wave of image ads will be followed by ads that show products. A full public relations campaign is part of the marketing package too. A co-op effort with jewelers who sell higher-end, aspirational gold is in the works for this holiday season. The council feels these market leaders will influence all gold jewelry consumers. Eventually, the organization hopes a critical mass of gold sellers will adopt its new mark to promote gold jewelry around the world.

– by Peggy Jo Donahue

Copyright © 2001 by Bond Communications