Consumers have been viewing white gold as interchangeable with platinum. In order to find a place where platinum could resonate emotionally with the consumer, we sought to understand how love has evolved in the modern age.
Today’s love celebrates achieving a level of comfort with yourself and your partner. You recognize and respect each other and are entirely familiar. It is romance without artifice, an intimate friendship.
A new positioning direction and campaign equates platinum with today’s conception of love.