Issue #8: De Beers’ “A Diamond is Forever”

The campaign that created the diamond engagement ring as we know it.

-Smirk

De Beers tied diamonds to eternal love, creating a universal standard for engagement. The campaign made a product that was once considered a luxury into a necessity for anyone proposing.

Why it Hit: It tied an emotional story to a product, making it culturally essential.

Execution: Ads featured romantic imagery and the unforgettable tagline, “A Diamond is Forever,” creating a sense of timelessness.

The Result: De Beers didn’t just sell diamonds—they created a cultural tradition.

Smirkface Take: The best marketing turns a product into a story people can’t live without.