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De Beers planning to revive ‘A Diamond is Forever’ campaign for Xmas season - 01.06.15

De Beers has announced that it will be reviving its “A Diamond is Forever” campaign in the United States ahead of the end-of-the-year shopping season. However the company is not returning to generic advertising, but will rather use it to promote its brand-name Forevermark diamonds.


The announcement was made the Forevermark CEO, Stephen Lussier, at the JCK Show in Las Vegas.


“We are thrilled to bring this incredible equity back to Forevermark where it truly belongs, Stephen Lussier, Forevermark’s CEO said an event during the JCK Las Vegas show, as quoted by the Rapaport news service. “After all, our name is built on the line [A Diamond is Forever]. 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.”


According to De Beers, the campaign target consumers seeking diamonds of 0.5-carat and larger, and the adjusted slogan will be “Forevermark: A Diamond Is Forever.”  It will feature 15 30-second television spots spotlighting solitaire diamond engagement rings. It will include television ads, print and digital media.


Selected by Advertising Age Magazine as the best advertising slogan of the 20th century, “A Diamond is Forever” was penned in 1947 by Frances Gerety, an NW Ayer copywriter working on the De Beers account in Philadelphia.