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De Beers to Re-Launch 'A Diamond is Forever' Campaign
May 29, 2015 4:12 PM
By Avi Krawitz
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RAPAPORT... De Beers has announced plans to re-launch its iconic “A Diamond is Forever” campaign in time for the 2015 U.S. holiday season.
“We are thrilled to bring this incredible equity back to Forevermark where it truly belongs, Stephen Lussier, Forevermark’s CEO, said at an event during the JCK Las Vegas show. “After all, our name is built on the line. But it is not enough to simply bring it back. We need to recharge it with meaning and most importantly fuse it with the Forevermark brand promise.”
The campaign will be run by Forevermark, De Beers diamond jewelry brand, and will begin exclusively in North America in Fall 2015. The company explained that the campaign will harness the "A Diamond Is Forever" slogan, reinforced with the Forevermark brand promise.
The brand will target consumers seeking diamonds of 0.5-carat and larger and will debut with a new television commercial, “Forevermark: A Diamond Is Forever.”
The fifteen- and thirty-second television spots will feature a solitaire diamond engagement ring and will run on broadcast and cable networks and the campaign will include print and digital media, the company explained.
“A Diamond is Forever” was first coined for De Beers in 1947 by copywriter Frances Gerety and grew in stature to eventually be named “the best advertising slogan of the century” by Advertising Age Magazine. Research shows the saying remains relevant to the brand’s key target consumers, De Beers noted, adding that the research revealed the slogan is still associated with timeless love, and commitment, the pillars upon which the Forevermark brand stands.
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Tags:
Avi Krawitz, De Beers, diamonds, Forevermark, Jewelry, Rapaport
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