De Beers unravels new diamond campaign
A new campaign from diamond giant De Beers endeavours to boost demand for diamonds entering the Christmas period.
Launched with the assistance of De Beers' marketing arm, the Diamond Trading Company (DTC), the Everlon Diamond Knot Collection is based on the Hercules knot, an ancient symbol of strength, secured by a diamond at its centre.
The campaign plays on the idea that the only thing stronger than a diamond is love itself.
"It is a tribute to the enduring strength of love," read a De Beers statement. A website, print ads and a high-production TV commercial also comprise the campaign.
According to the company, in a recently concluded survey of American consumers, 61 percent of females and 58 percent of males expressed interest in acquiring an Everlon piece.
"These findings met or exceeded benchmarks set by past best-selling diamond jewelry concepts, including the three-stone (Past, Present, Future) and Journey concepts," De Beers said in the release.
Additional research in June 2009 revealed that seven out of 10 women think "diamond jewelry is the most romantic gift a man can give a woman." Seven out of 10 women also agreed that even though they are on a tight budget, they would be happily surprised if men bought them diamonds.
De Beers created the Everlon name, product logo and core collection of Everlon jewelry pieces. On behalf of De Beers, JWT developed the creative materials to be used in the campaign.
The Diamond Trading Company, the rough diamond sales and distribution arm of the De Beers Group, sorts, values and sells approximately 40% of the world’s rough diamonds by value. Currently the DTC has a combination of wholly-owned and joint venture operations in South Africa (DTCSA), Botswana (DTCB), Namibia (NDTC) and the United Kingdom (DTC).
Diamonds sold by the DTC are sourced primarily from De Beers’ own mining operations in South Africa and Canada, and through its joint venture partnerships with the governments of Botswana, and Namibia.
Posted October 01, 2009