Diamond sales were steadily declining. Prior to De Beers campaign diamond rings were not synonymous with marriage or engagement mainly because people were unable to afford to high cost of diamonds. The copywriter behind "A Diamond Is Forever" passed away in 1999, and N.W. Looking around at anyone who is currently engaged, you would be hard-pressed to find anyone whose ring does not contain a diamond. With De Beers now in possession of vast resources of diamonds, they needed to find a way to sell the diamonds. In 1948, a young copywriter for the N.W. https://blog.hubspot.com/marketing/diamond-de-beers-marketing-campaign
The slogan has made an appearance in every De Beer’s ad since 1948 and continues to be their slogan to this day.The power of advertising is an amazing thing! A highly successful advertising campaign connects with consumers on a personal/emotional level and stands the test of time, sometimes becoming iconic like “A Diamond is Forever”.But how did this campaign create a cultural norm?
By weaving this message into popular culture, “A Diamond is Forever” spread like wildfire and was so widely accepted that it became a symbol of romance. https://worldofpopculture.com/de-beers-really-successful-ad-campaign-time The “A diamond is forever” slogan was created by a copywriter named Frances Gerety at Philadelphia agency NW Ayer in 1947. “A Diamond is Forever” has appeared in every De Beers engagement ad since 1948, and De Beers continues to be the biggest provider of diamonds to jewelers across the world. In the late 1930’s the price of diamonds began to drop and De Beers took full advantage of this to market their diamond engagement rings.
Ayer &… FOR DEBEERS, A GREAT SLOGAN IS FOREVER | Ad Age Young women, in turn, needed convincing that their time dating would end in a diamond.
To do so, they had to drive up demand. Those four little words created a brand slogan that would become one of the most recognizable of all time. The Diamonds Are Forever Slogan. The folks at Ayer had their objective, to persuade young men that diamonds and only diamonds could be synonymous with romance. A Diamond is Forever is a marketing slogan that most people are familiar with.
That the measure of their love was tied directly with the size of the diamond and its quality. This iconic phrase was penned by a marketing agency for DeBeers in 1948 in response to slackening diamond sales in the United States. “A Diamond is Forever”, but was it always? Read on to learn how De Beers became the diamond industry leader. De Beers is still a major player in the diamond industry, though it's not as dominant as it once was. In 1939, Sir Ernest Oppenheimer of the South African diamond mining company DeBeers asked N.W. Ayer advertising agency named Frances Gerety scribbled down this iconic, award-winning phrase we attribute to the 20th century. Their ads (now televised as well as in print) tell the same stories Frances Gerety spun decades ago. The De Beers ad campaign completely changed the way that our culture looked a marriage and engagement and created a new tradition that has withstood the test of time.The “A diamond is forever” slogan originated with a 1948 ad campaign created by De Beers and suddenly the modern day engagement ring as we know it today was born. The brief itself for De Beers, a leader in the diamond trade industry, was to encompass and express the physical and […]
(PCM) Nearly all of us are familiar with the popular catchphrase “A diamond is forever”, as it won over the hearts of women (and the wallets of men) since it was first introduced creating one of the most successful ad campaigns of all time for jewelry company De Beers.