De Beers is planning a $20 million relaunch of its iconic 'A Diamond is Forever' advertisement campaign to stimulate demand for natural diamonds among US and Chinese consumers during the 2023 holiday season.
It said in a press release that this category investment will complement its present brand activities and reintroduce its successful "Seize the Day" campaign, updated to reflect the aspirations and values of a new generation of end customers.
The $20 million investment, according to De Beers, will support a broad media mix in the two countries to target end clients with an energising "just in time" message for the holiday gift-giving season.
The campaign will utilise print, out-of-home, and digital media, as well as extensively invest in influencer-created content, to convey the primary benefits of natural diamonds.
“For more than 75 years, ‘A Diamond is Forever’ has perfectly encapsulated the symbolic promise of a natural diamond,” said De Beers chief brand officer David Prager.
“Through our category investments in both traditional media and influencer-created content, we will reintroduce the highly successful ‘Seize the Day’ campaign, modernised for a new generation.”
De Beers chief executive Al Cook said that by investing in the campaign before the holiday season, they hope to help the industry, increase customer demand, and demonstrate their faith in the future of the diamond dream.
Mathew Nyaungwa, Editor in Chief of the African Bureau, Rough&Polished
