De Beers Group today announced a new marketing campaign called ‘Forever Present’ to increase demand for natural diamonds during the critical holiday gifting season in the United States. The campaign marks the return of the legendary ‘A Diamond is Forever’ motto, which was reintroduced to De Beers‘ category marketing initiatives last year.
Aside from “A diamond is forever,” the ad features a new tagline: “Natural connections deserve natural diamonds.”
This holiday season, the campaign celebrates familial, friendship, and romantic relationships under the premise that ‘natural connections deserve natural diamonds’, making them the ideal choice for celebrating special moments with special people. The campaign underlines the idea that natural diamonds contain emotional significance and allow important memories to be ‘forever present’.
The ad highlights a variety of real-life couples, highlighting remarkable events and crucial milestones worth celebrating with the most important people in our lives, and capturing the true essence of their relationships on screen. The campaign, which features classic jewelry styles such as studs, tennis bracelets, anniversary bands, three-stone rings, and solitaire pendants, appeals to a wide range of U.S. gift-givers.
The campaign, which includes a 60-second short, is based on a “series of relationships,” according to Sally Morrison, De Beers‘ U.S. natural diamond market leader. The campaign will run nationwide in the United States on digital platforms, social media platforms such as Instagram and TikTok, and out-of-home locations such as major airports. To increase its reach and impact, as well as to promote independent jewelry retailers in the United States, the campaign assets will be made available for free to merchants seeking to invest in natural diamond marketing this Christmas season.
Sandrine Conseiller, CEO of De Beers Brands, stated, “De Beers‘ renowned natural diamond category advertisements have impacted demand for natural diamonds for decades. This Christmas season, we’re happy to carry on this tradition by renewing and modernizing one of our most iconic taglines, “A Diamond Is Forever”. With a modern sensibility and amusing colloquial language, this latest ad captures the distinct features of natural diamonds, placing them as the ideal choice for commemorating life’s most treasured milestone.