Some say television\u2019s audience reinvigorated when color came onto the scene. Oura is looking for a Pleasantville<\/em> moment of its own.<\/p>\n The wearable fitness tech company recently debuted the Oura Ring 4 Ceramic, which is available in four new colors and made from zirconia ceramic, a departure from the brand\u2019s existing metal-forward colors. The product drop also comes alongside new multi-ring support capabilities, along with a new charging case, and additional health features.<\/p>\n To announce it all to the world, Oura rolled out a campaign across social media, traditional TV and CTV, and OOH activations in New York, LA, London, Berlin, and Helsinki, along with a series of \u201cvignettes\u201d called \u201cRing True to You\u201d that focus on a message of self-expression. It\u2019s all aimed at grabbing Gen Z and millennial consumers, which Oura CMO Doug Sweeny says marks a pivot from the brand\u2019s previous focus on men and older customers.<\/p>\n \u201cWe wanted to get out of the clich\u00e9s of \u2018young people doing yoga\u2019 and [avoid] the tropes,\u201d Sweeny told Marketing Brew. \u201cWe wanted to broaden it up and talk about really living your best life.\u201d<\/p>\n Oura\u2019s \u201cRing True to You\u201d ad spot and the accompanying vignettes feature the new ring being worn by young people in a variety of scenarios, including a handshake between friends, drumming on a desk, and completing a new outfit. Rather than position the ring in what might be a more expected healthcare or athletic setting, Sweeny said that showing the product off in everyday life was a way to stand out from Oura\u2019s previous approach.<\/p>\nShow it off<\/h2>\n