Forevermark Unveils Promise Campaign in Las Vegas

(IDEX Online News) – Forevermark, the diamond brand from De Beers, unveiled its holiday 2014 campaign to Sightholders and retailers in Las Vegas this morning (Thursday).

Named “Promise,” the new campaign is aimed at differentiating the brand from other diamonds. “The campaign will connect emotionally with our consumers and reinforce the fact that Forevermark is a diamond brand, available in any piece of jewelry, creating demand for a broader range of piece types featuring Forevermark diamonds,” said Forevermark US president Charles Stanley.

Forevermark CEO Stephen Lussier said it will focus on the diamond itself. “We are linking the Forevermark promise with consumers’ emotional promises… Forevemark wants to help consumers believe in the power of a promise. If the Forevermark brand can own this emotional territory, the brand will sell itself,” he said.

The campaign, which is launching in national US media in the fourth quarter, will include TV, print ads and social media, features four couples with four promises. The advertising will showcase the Forevermark diamond in classic, diamond-centric designs and will drive viewers to find their own Forevermark diamond the new Forevermark website, which is launching in October.

The television commercial was directed by dancer and choreographer Benjamin Millepied, who is known for his work in the movie Black Swan. In addition, it features music composed by Nicholas Britell, who recently composed several songs for the film 12 Years A Slave.