De Beers - "A Diamond is Forever" Campaign

Company: De Beers

Objective: Increase demand for diamonds and position them as a rare and essential symbol of love and commitment.

Target Audience: Young adults, particularly women, in the United States.

Strategy:

1. Created an emotional connection between diamonds and love/commitment.
2. Launched the now-famous "A Diamond is Forever" slogan.
3. Ran a series of ads featuring beautiful, romantic imagery and storytelling.
4. Partnered with jewelers to offer diamond engagement rings as a standard.

Results:

• Diamond sales increased by 55% in the first three years of the campaign.
• The campaign helped establish diamonds as a necessary symbol of engagement and marriage.
• The slogan "A Diamond is Forever" became one of the most recognizable taglines in advertising history.

Key Takeaways:

• Effective marketing can create demand for a product and drive cultural change.
• Emotional storytelling can create a deep connection with consumers.
• Partnering with retailers can help drive sales and adoption.

Source:

• "A Diamond is Forever" by The Advertising Hall of Fame
• "The Diamond Engagement Ring: A Symbol of Love and Commitment" by De Beers
• "The Most Iconic Ad Campaigns of All Time" by AdAge

This case study is a classic example of successful marketing and branding. De Beers' campaign not only increased sales but also created a cultural phenomenon, making diamond engagement rings a staple of modern marriage.