A diamond is forever, but also the advertising: De Beers it is going to revive the famous campaign slogan that has become inseparable with the world’s favorite gem. The company is launching a new advertising campaign that will have as slogan the famous “A diamond is forever”, which was coined in 1947. This time the communication, however, will have as target the Millennials, young people born in the last glimpse of the past century. Will be arriving new TV ads, digital communications and materials which to be exhibited in the shops. The new advertising campaign will be ready right for the coming Christmas holidays.
“A diamond is forever” it is a phrase coined in 1947 by copywriter Frances Gerty, and more than 50 years after it was named the best advertising slogan of the 20th century by Advertising Age magazine. According to experts, after half a century, the claim is still effective, even if the communication will be adapted to the tastes of today’s consumers. Federico Graglia
