De Beers Launched a Refreshingly Positive Campaign in 2021
Niko Pajkovic — March 24, 2022 — Marketing
References: canada.debeersgroup & jewellermagazine
At the tail end of 2021, the iconic diamond company De Beers launched a particularly noteworthy global campaign, reviving its signature 'A Diamond Is Forever' slogan. However, unlike its past promotional efforts, the new campaign focused on the importance of human relations and inclusivity and served to announce the brand's revamped commitments to sustainable and responsible practices.
The headlining element of the new campaign was a minute-long ad spot called 'I Do,' which featured footage of a diverse range of couples embracing one another as a narrator recited encouraging words such as "'I Do' is loving and celebrating yourself in every possible way." No doubt, in comparison to old-school diamond ring ads, De Beers' positivity-focused campaign arrives like a breath of fresh air.
“It’s a far more diverse and inclusive campaign that you’ve seen from us before and, frankly, that you’ve seen any diamond jewellery brand. It understands the diamond dream is for everyone,” said David Prager, De Beers executive vice president and chief brand officer.
Image Credit: De Beers
The headlining element of the new campaign was a minute-long ad spot called 'I Do,' which featured footage of a diverse range of couples embracing one another as a narrator recited encouraging words such as "'I Do' is loving and celebrating yourself in every possible way." No doubt, in comparison to old-school diamond ring ads, De Beers' positivity-focused campaign arrives like a breath of fresh air.
“It’s a far more diverse and inclusive campaign that you’ve seen from us before and, frankly, that you’ve seen any diamond jewellery brand. It understands the diamond dream is for everyone,” said David Prager, De Beers executive vice president and chief brand officer.
Image Credit: De Beers
Trend Themes
1. Inclusivity-focused Jewelry Campaigns - Jewelry companies can seize the opportunity to showcase diversity and inclusion in their promotional campaigns, appealing to wider audiences and enhancing brand reputation.
2. Sustainable and Responsible Practices in the Diamond Industry - Diamond companies can improve their sustainability and social responsibility practices as consumers become more conscious of the impact of their purchases.
3. Positive and Empowering Imagery in Advertising - Brands can differentiate themselves from traditional promotional efforts by incorporating positive and empowering messages in their ads, resonating with consumers and creating a desirable brand image.
Industry Implications
1. Jewelry - Jewelry companies can enhance their brand perception and appeal to wider audiences by promoting diversity and inclusivity in their marketing campaigns.
2. Diamond Mining and Trading - Diamond companies can attract socially conscious consumers and improve brand reputation by implementing sustainable and responsible practices in their operations.
3. Advertising and Marketing - Brands can differentiate themselves and create positive brand perception by incorporating empowering and inclusive messaging in their advertising campaigns.
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