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RAPAPORT...
The Forevermark diamond brand from the De Beers Group is developing a television commercial for its new ''The Center of My Universe™'' product concept to celebrate ''the woman,'' a unique and beautiful woman who is the central force in ''the man's'' life. Charles Stanley, the president of Forevermark U.S., explains how the concept will be marketed heading into Christmas season 2012. Forevermark will also offer the commercial to its retail partners in multiple lengths to run in local markets on television, in movie theaters, online and in-store. On a national level, Forevermark will feature the spot in a variety of high-impact digital video placements, including Full Episode Players and top network websites. The Center of My Universe product concept provides ''a twist on a classic design,'' according to Stanley -- the halo setting. The Center Of My Universe will create an emotional focus, meaning and relevance around this design motif that is anchored in the strength and brilliance of one central Forevermark diamond.  The Center Of My Universe concept is based on the idea that a woman is the core of her family’s life, keeping the thousands of tiny elements that make up their world in motion. Forevermark has reserved premium commercial placements for jewelers in more than 2,200 movie screens during NCM’s FirstLook pre-show program during the Christmas holiday season. Each theater was carefully chosen for its proximity to Forevermark jewelers, as well as its high attendance and high household income demographics. Forevermark officially launched in the U.S. in the fourth quarter of 2011. Stanley discusses how the diamond brand has achieved its targets so far and addresses how consumers are becoming increasingly aware of where diamonds come from.
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