Charm gets passionate for the holidays

Charm Diamond Centres has launched a new television and radio campaign that emphasizes the retailer’s passion for jewellery. The campaign, developed by Halifax agency Trampoline Branding, began earlier this month and is aimed at holiday season shoppers. The television and radio spots also introduce Charm’s new “Passion,” concept, which emerged from a brand positioning […]

Matt Semansky November 25, 2011

Charm Diamond Centres has launched a new television and radio campaign that emphasizes the retailer’s passion for jewellery.

The campaign, developed by Halifax agency Trampoline Branding, began earlier this month and is aimed at holiday season shoppers. The television and radio spots also introduce Charm’s new “Passion,” concept, which emerged from a brand positioning exercise conducted by Charm and Trampoline during the past few months.

The television spot features footage of a couple interspersed with product shots, with the story of the couple’s relationship built around descriptions of how Charm displays its passion for its work. The spot ends with a presentation of a gift from the man to the woman, with a narrator voicing the words, “Your passion is our passion. This Christmas and always.”

“We knew that it was going to be a retail spot in that it was going to feature products and price points,” said Brad Dykema, creative director at Trampoline. “Our goal was to build a story around the product that would show the customer’s passion together with Charm’s.”

Dykema said the television portion of the campaign is airing in the Atlantic region, while the radio creative is running nationally.

Charm is supporting the campaign with some flyer and out-of-home creative, which Dykema said was developed in-house by the retailer.