• Brandweek, Wednesday, February 1, 2006 11:31 AM

A diamond may be forever, but it's also a pretty good choice for Valentine's Day. At least that's what the Diamond Trading Company wants male consumers to think. The firm is introducing its first marketing effort in five years that ties the purchase of a diamond to Feb. 14. "After learning that 70 percent of diamond right-hand rings are purchased as gifts, we decided to position them as gifts of love for the first time, to build awareness for them with men," said Erin Johnson of JWT, New York, the company's ad agency. "Of course, many women will continue buying them for themselves. The product appeals to a huge range of consumers, from unconventional single women to traditional married women and everyone in between." The creative concept plays to the idea that any man can be a dashing, romantic hero with a gift of a diamond. The effort will run during the two weeks leading up to Valentine's Day, with significant media focused during the key Valentine's Day rush--the last five days.

Read the whole story at Brandweek »