Forevermark, the diamond brand from the De Beers Group of Companies, announced plans to bring into effect again the historic slogan, ‘A Diamond is Forever’. The rebranding will be timed to the Holiday 2015 integrated marketing campaign.
First coined for De Beers in 1947 by copywriter Frances Gerety, ‘A Diamond is Forever’ has influenced popular culture for decades and continues to today. Named “the best advertising slogan of the century” by Advertising Age Magazine, research shows the saying remains relevant to the brand’s key target consumers. This market research revealed the slogan is still associated with timeless love, and commitment, the pillars upon which the Forevermark brand stands. The line equally provides a rational reassurance to consumers.
In an address to the Forevermark partnership, press, and De Beers Group executives, Forevermark CEO Stephen Lussier remarked, “We are thrilled to bring this incredible equity back to Forevermark where it truly belongs. After all, our name is built on the line. But it is not enough to simply bring it back. We need to recharge it with meaning and most importantly fuse it with the Forevermark brand promise.”
The global Forevermark marketing program will begin exclusively in North America in Fall 2015, harnessing the historic power of the ‘A Diamond Is Forever’ slogan, reinforced with the Forevermark brand promise. The integrated marketing campaign will communicate what makes Forevermark distinctly different. It will convey the brand’s passionate pursuit of the world’s most beautiful and responsibly-sourced diamonds—going beyond the 4Cs of cut, color, clarity, and carat weight.
The brand will target consumers seeking diamonds of half a carat and larger. The campaign will debut with a new television commercial, “Forevermark: A Diamond Is Forever”. The fifteen and thirty-second television spots will feature a solitaire diamond engagement ring and will run on broadcast and cable networks. The campaign will also include print and digital media Plans for a launch event in New York City and top media markets will be unveiled closer to date. Mellier continued, “Change isn’t new - it’s as old as time itself. And we all know that in the midst of what is new and different, some things never change. Some things keep us centered and on course,” on the heels of an address given by Forevermark US President Charles Stanley, urging the industry leaders to consider the grave challenges and exciting opportunities facing the diamond industry today.
Stanley remarked, “Change only happens if we challenge our assumptions. This is exactly what we are doing at Forevermark. Challenging our assumptions and taking the required leadership role to make change happen.” Additional images available upon request for editorial use.
