Argentium
MSL London launched Argentium Silver, the most significant innovation in precious metals since sterling silver was discovered, to international audiences. Stronger, harder and more versatile than traditional silver, Argentium Silver is highly tarnish resistant and can be manufactured without fire-scale.
As a ‘start up’ venture, it was essential that media relations activity focused on establishing and positioning a brand identity for Argentium. At the same time, the campaign had to generate new business leads and make sure Argentium were able to manage their supply and demand. MSL London rolled out a soft launch campaign over a period of three months to gradually introduce Argentium Silver to trade, business and global audiences - including potential partners, designers and users.
In the first wave of activity, MSL London achieved widespread media coverage where Argentium’s key messages were delivered to key opinion formers through publications including; The Times, Jewellery in Britain and The Jeweller in the UK; the South China Morning Post and the HK Trader in Asia; and National Jeweler in North America. Subsequent coverage included The Guardian and The Financial Times.