De Beers Group recently announced that it would be making a “major investment” in advertising in an attempt to give extra weight to its diamond branding. The advertisement campaign has been scheduled for the Christmas-New Year season.
One of the campaigns from De Beers that is already announced is titled, “It’s a Long Journey to Become the One” and will be promoting the company’s Forever mark brand. The overall message of the campaign will be to highlight the “rigorous selection process” that goes behind every Forever mark diamond. The Christmas-New Year campaign will include short film-style television commercials, print advertisements apart from social media campaigns with the hashtag #TheOne.
The company has also planned another separate campaign called “Seize the Day”. The idea behind this campaign is to increase the consumer demand for diamond jewelry over the Christmas season. In this campaign, De Beers will be featuring “classic” diamond products, such as solitaire rings and necklaces.
According to several jewelers, the sustained advertising campaigns by De Beers have helped the company keep the interest of Americans in diamonds which have resulted in sustained sales, even when sales are shrinking in two of Asia’s biggest markets.
0 CommentsWrite Comments