De Beers Relies On Classic Tag: 'Diamonds Are Forever'
- by Fern Siegel , December 2, 2024
De Beers Group thinks life should sparkle.
That's why its new marketing campaign "Forever Present" believes natural diamonds are an enduring gift. The work, by Arnold, returns to the jeweler's previous tagline: "A Diamond is Forever."
The campaign celebrates various relationships — romantic, friendship, familial — and suggests "natural connections deserve natural diamonds," underscoring a diamond's lasting impact. Classic designs, including studs, tennis bracelets, anniversary bands, three-stone rings and solitaire pendants, are highlighted.
Creative runs across digital platforms, social media, including Instagram and TikTok, and out-of-home, including major airports. The work is also free to retailers investing in natural diamond marketing during the holiday season.
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"As ad nerds, we’re big fans of De Beers' iconic work. So, for us, this wasn't just about opening their audience to all diamond gift-givers. It was about helping everyone see that the people and moments that bring value to your life should be celebrated with something valuable that lasts forever — a natural diamond," said Donnell Johnson, SVP group creative director at Arnold.
The "Forever Present campaign follows the recent "Worth the Wait" campaign, a collaboration between De Beers Group and Signet Jewelers that focused on soon-to-be-engaged millennial and Gen Z audiences.
Founded in 1888, De Beers is among the world's largest diamond suppliers by volume.
"Diamonds Are Forever" is now a category boost.
As it relies on the copy to emphasize "natural" vs created. (why all companies need to sell both)
But push too hard on "natural" and De Beers butts up against ecology...where the selling of diamonds that are mined & land destructive is not natural. Natural state is in the ground.
"Natural" is also not sustainable... a slowly formed element of earth that is mined exponentially faster than created.
"Forever" is also a consumption issue... as diamonds out live any human. Resale inventory will never get smaller, only larger. (another reason for companies to sell the continuum... new natural & made, resale, remade)
AI wont always be positive review of Natural:
"Diamond mining releases chemicals into the environment that can cause a number of environmental issues, including:
--Greenhouse gases: The energy sources used to power diamond mines, such as electricity, diesel, and hydrocarbons, release harmful carbons into the air. These chemicals can contribute to climate change and smog.
--Toxic substances: Mine waste can contain toxic substances like arsenic, mercury, and cadmium, which can be harmful to public health and wildlife.
--Other environmental impacts: Mining can also cause erosion, sinkholes, and loss of biodiversity."