Pamela Anderson is “so over heavy metal,” or that’s what the new Palladium Alliance International slogan says. Promoting Palladium as an alternative to the classic luxurious metals such as gold, silver and platinum, Pamela Anderson is one of three spokeswomen on this new national campaign.
“When Palladium Alliance International decided in March that they wanted to begin to present their message to the consumer market, they realized there was a very low awareness about the metal,” said Brooke Brinkman, Public Relations, Palladium Alliance International.
Discovered in 1803, Palladium is a rare and lustrous silver-white metal. Used in jewelry since 1939, Palladium is one of the lightest, durable precious metals.
Hoping to create awareness as well as drive traffic, Palladium Alliance International created the campaign “I’m so over heavy metal.” The campaign launched in September, featuring photography from world renowned Sante DeOrazio and three high profile celebrities including Pamela Anderson, Kelly Osbourne, and Rose McGowan. These three women were chosen because of their connection to heavy metal. With this campaign, Palladium Alliance International hoped that consumers would see these celebrities with their tag line and be drawn in to the beneficial features of palladium.
“Pamela was chosen because, in addition to her connection to heavy metal, she also has quite a wide audience both male and female. It spread throughout a number of different demographics that were very consistent with those that we had hoped to target,” explains Brinkman.
The campaign has had a tremendous response, says Brinkman, mentioning that Pamela Anderson did specifically well in the digital campaign.
“All three women, in different demographics do well for us. They are absolutely gathering the attention of the consumer who’s interested to know what exactly they’re speaking about,” says Brinkman.
The campaign is fairly tongue in cheek, featuring palladium in a way that also references the celebrities’ pasts.
It sounds like Palladium Alliance International has seriously thought through the benefits of featuring Pamela Anderson in their advertisements. Using her sexy and seductive personality to promote a fashionable accessory sounds like the beginnings of a successful campaign.
In general, Anderson has been off the Canadian radar for some time. Last known for her almost naked PETA ad that was summarily banned in Montreal, Anderson’s new much less scandalous promotion is creating respectable buzz for both the actress and palladium.