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The gold standard of commercials where they gave us credit for the thought process.
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Everyone said nobody ever ran TV commercials for jewelry, so Pandora did it anyway. Heading into Christmas 2008, the stores were overloaded with products and needed customers fast. In six weeks, he spent €17 million on a TV advertising push that lifted Pandora brand awareness from about 41% to 68%. The lesson for any founder building a jewelry brand or scaling a retail business is that sometimes you have to take the chance and spend the money. The thing everyone says has never been done is often
0:23
Everyone said nobody ever ran TV commercials for jewelry, so Pandora did it anyway. Heading into Christmas 2008, the stores were overloaded with products and needed customers fast. In six weeks, he spent €17 million on a TV advertising push that lifted Pandora brand awareness from about 41% to 68%. The lesson for any founder building a jewelry brand or scaling a retail business is that sometimes you have to take the chance and spend the money. The thing everyone says has never been done is often
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