(jckonline.com) - De Beers is bringing back its classic “A Diamond Is Forever” slogan for a new global ad campaign, which execs call one of its most ambitious in years. However, unlike past “Forever” campaigns, which promoted the entire industry, the new “I Do” ads will tout only De Beers and its brands. It’s all part of the diamond giant’s new strategy, which takes its historically siloed marketing initiatives—including jewelry brand Forevemark, now called De Beers Forevermark; the De Beers Jewelers retail chain; and its still-being-tested code of origin — and puts them under one overarching brand umbrella.
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