Pandora and Simmons Jewelry Co. Link Up in Dazzling New Lifestyle Campaign

OAKLAND, Calif. and NEW YORK, Nov. 30, 2010 /PRNewswire/ -- In a match-up that is both sophisticated and a little bit rock n' roll, Pandora, the leading personalized radio service, and Simmons Jewelry Co., today announce an exclusive launch of an advertising campaign for the Russell Simmons Men's Steel Collection. The campaign, dubbed "Answering Machine," will feature the voice of Russell Simmons and female fans, in a fifteen-second audio spot, as well as companion banners on the Pandora website.

Pandora brings Simmons Jewelry Co. to the key audience of men and women, ages 20-45. The 30-day campaign will first appear exclusively on Pandora, and will later be edited for distribution in select broadcast radio markets.

"My Steel jewelry collection for men is all about masculinity, confidence and strength. Pandora makes my message ring with tens of millions of women and men across America," said Russell Simmons, CEO of Simmons Jewelry Co.

"We feel that jewelry can be an important element that communicates style and the essence of who you are. Pandora connects people to music in much the same way. It was a natural fit to combine the two," said Celeste Lee, Senior Vice President of Marketing, Simmons Jewelry Co.

"Pandora has the key ability to connect brands with audiences who are deeply engaged. We know that listeners lean-forward into the Pandora music experience, creating a unique opportunity for a lifestyle brand like Simmons Jewelry Co. to connect with an audience fully tuned in to their message," described Tim Westergren, Pandora Founder and Chief Strategy Officer

"Simmons Jewelry Co. wanted to utilize our targeted advertising platform and sizable user-base to bring the Steel Collection to an engaged, receptive audience. We were delighted that Mr. Simmons himself recorded the advertisement. His participation will really make the campaign resonate and it perfectly highlights the creative edge that our listeners expect and that our advertising partners find so valuable from Pandora," said Brian Mikalis, Vice President of Sales, Pandora

Pandora has more than 65 million registered users who listen to their personalized radio stations through more than 200 devices, including PCs, smartphones, the iPad and in-home connected devices such as televisions, BluRay players, table-top radios and digital media players.

About Pandora

Pandora gives people music they love anytime, anywhere, through connected devices. Personalized stations launch instantly with the input of a single "seed" – a favorite artist, song or genre.  The Music Genome Project®, a deeply detailed, hand-built musical taxonomy, powers Pandora's personalization – using musicological "DNA" and constant listener feedback to craft personalized stations from a growing collection of hundreds of thousands of recordings. Tens of millions of people in the U.S. turn on Pandora to hear music they love.  www.pandora.com

About Simmons Jewelry Co.

The Company is emerging as an industry leader and design innovator in all jewelry categories. SHR & Simmons Jewelry Group manufactures and markets a variety of jewelry brands including; Simmons Jewelry Co. Steel Collection, Kimora Lee Simmons for Hello Kitty Fine Jewelry and Watches, Hello Kitty by Simmons Jewelry Co., and SpongeBob SquarePants by Simmons Jewelry Co.  These brands and others can be found in premier jewelry and department stores.  For more information, please visit www.simmonsjewelryco.com.

SOURCE Pandora