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.