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Palladium Campaign Hitting this Fall

We’ve talked about the many wonders of palladium in the past. It’s durable, light-weight, with a remarkable luster. Palladium is considered a sister-metal to platinum. though palladium is a relative newcomer in the jewelry market. Several celebrities have joined up with Palladium Alliance International to co-create a campaign extolling its virtues.

Toledo, Ohio–Palladium Alliance International (PAI) is partnering up with celebrities Pamela Anderson, Kelly Osbourne and Rose McGowan for a new campaign to promote the metal’s use in fine jewelry.

“The campaign, which will launch nationally in September, is a play on the attributes of palladium,” said Ellen Fruchtman, president of Fruchtman Marketing, which developed and is launching the campaign for PAI.

Former Baywatch star and humanitarian Pamela Anderson, E! Fashion Police host Kelly Osbourne and Charmed TV actress Rose McGowan will be featured in a series of ads that will extol the virtues of palladium jewelry.

The campaign will appear in publications including Cosmopolitan, InStyle, Glamour, W, and Elle. The PAI campaign is the largest for palladium and highlights intrinsic qualities of the metal as those matching the desires of an active, busy consumer.

In addition to print, the campaign will include extensive digital and social media aspects.

“The campaign has a lot of legs and is very consumer and media friendly,” Fruchtman said. “The celebrities we have selected are recognizable, and the headline associated with the campaign will be attention-getting.”

One of the lightest precious metals, palladium has been used in jewelry since about 1939, and is naturally white, durable and pure.

Source: National Jeweler

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