De Beers Revives 'A Diamond is Forever'
November 27, 24
(IDEX Online) - De Beers has again revived its 'A Diamond is Forever' tagline.
Its new holiday campaign for the US is entitled 'Forever Present', with a nod to the iconic 1947 slogan.
Forever Present focuses on diverse relationships, with an emphasis on the celebration of milestone moments and emotional connections, under the premise that 'natural connections deserve natural diamonds'.
The campaign will run across digital platforms, social media and major airports in the US and is aimed at "a broad audience of US gift-givers".
It follows the launch of its Worth the Wait campaign last month, a collaboration with Signet Jewelers addressing the challenges faced by Zillennials (30 to 35-year-olds) finding themselves, and then finding the right partner for an enduring connection.
Sandrine Conseiller, CEO of De Beers Brands, said: "De Beers' iconic natural diamond category campaigns have shaped desire for natural diamonds over many decades.
"We're proud to build on this tradition by reviving and refreshing one of our most legendary taglines 'A Diamond Is Forever' this holiday season."
De Beers last used "A Diamond is Forever" in a global ad campaign in 2021.
Pic courtesy De Beers.