De Beers has launched a new marketing campaign, “Forever Present,” to boost demand for natural diamonds during the US holiday gifting season.
The campaign, which reintroduces the iconic “A Diamond is Forever” tagline, highlights the emotional value of natural diamonds in celebrating milestone moments. It focuses on a wide range of gifting opportunities for family, friends and romantic partners, the company said Friday.
Featuring diverse couples including romantic partnerships, a parent and child, best friends, and self-love, the campaign showcases unforgettable moments captured with natural diamonds in classic jewelry pieces like tennis bracelets, anniversary bands and solitaire pendants. The ad will appear across digital platforms, social media and out-of-home placements such as major airports.
De Beers is offering the use of the campaign assets free of charge to US jewelry retailers planning to invest in natural-diamond marketing this season, it noted.
“We’re proud to build on this tradition by reviving and refreshing one of our most legendary taglines, ‘A Diamond Is Forever,’ this holiday season,” said De Beers Brands CEO Sandrine Conseiller. “With a modern sensibility and playful colloquial language, this latest campaign encapsulates the unique qualities of natural diamonds, positioning them as the perfect choice for celebrating life’s most cherished milestones”.
The “Forever Present” campaign follows De Beers’ recent collaboration with Signet Jewelers on the “Worth the Wait” initiative, aimed at soon-to-be-engaged Millennial and Gen Z consumers.
You can watch the full video here:
Image: A still from the Forever Present holiday marketing campaign. (De Beers/Arnold Worldwide)
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