Professional Jeweler Archive: PGI Fall Ads Debut

November 2003

Precious Metals/News


PGI Fall Ads Debut

New colors, brand mark and tag line highlight the placements


The Platinum Guild International launched a U.S. consumer ad campaign in October incorporating all its new worldwide branding motifs. The campaign is running in magazines such as Bride’s, Elle, Harper’s Bazaar, In Style, Marie Claire, Town & Country and Vogue.

Speaking directly to the bridal market, its chief consumer target in the U.S., PGI created ads depicting happy couples in a romantic seaside locale accompanied by still-life photos of jewelry from a variety of platinum manufacturers.

The ads hope to link the new PGI trademark shade of blue and new tagline “Pure • Rare • Eternal” with couples’ relationships.

Water is the other predominent theme, incorporated because focus groups strongly linked the basic element with the purity of platinum. “Water is also a symbol of life, new beginnings and strength, values that translate into a great relationship,” syas Huw Daniel, president of PGI-USA.

The ads also include a national consumer promotion with Style.com for a chance to win a trip for two to Sardinia, Italy, the romantic island where the campaign was shot.

An ad from the new PGI campaign featuring jewelry by Tacori.

Copyright © 2003 by Bond Communications