London—The new global marketing campaign De Beers Group teased in Las Vegas earlier this year is here.
The campaign centers on a statement most often uttered at weddings—“I do”—but expands it to mean more: a personal pledge to achieve your own goals, to stand up for yourself, and to fight for your beliefs for the next generation.
And it encourages, of course, celebrating these achievements with a piece of diamond jewelry.
“I Do” continues down the same path De Beers started on in 2017, when it launched the Forevermark “Tribute” collection and its accompanying marketing campaign, which aimed to relay the idea that diamonds could be exchanged for a wide range of life events—not just engagements or milestone anniversaries—or even purchased as a gift to oneself.
But this new campaign is different, in a couple respects.
Firstly, it is the first campaign to use the De Beers name and the iconic “A Diamond Is Forever” tagline together since the 1990s.
Secondly, it incorporates jewelry from both De Beers Jewellers and De Beers Forevermark, furthering the company’s goal of bringing all its operations under the De Beers brand, and having consumers view the brand as one that does good for people and the planet.
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De Beers is in the midst of “Building Forever,” an ambitious set of goals that puts environmental protection, diversity, and ethics at the forefront of the company’s operations.
While the new campaign is not overtly political or activist in nature, the feeling of “I do” subtly aligns with the company’s stated goals and its latest research, which showed consumers care about sustainability and are willing to pay more for diamonds that “do good.”
Shot by photographer and director Jonas Lindstroem, “I do” is set mainly outside and showcases the beauty of nature.
It also features a diverse cast of actors and types of relationships, including an archetype rarely seen in jewelry advertising: the single person.
“Today we see a new generation of consumers who wish to communicate a wider commitment: a commitment to their own personal development, to their friendships, to their families, to society, and to the natural world,” De Beers Group CEO Bruce Cleaver said.
“The meaning of ‘I do’ has expanded and it’s more relevant than ever—and diamonds have a broader spectrum of meaning than ever before.”
WATCH: The 30-Second Cut for De Beers Forevermark
“I do” launched Monday and will continue through 2022, De Beers said.
In the U.S., the campaign will include: streaming and online video; digital display and programmatic; print; paid search and paid social; and out-of-home (billboards, bus stops, etc.) in 19 cities across the U.S. and Canada.
While the campaign’s 60-second video includes jewelry from both De Beers Jewellers and De Beers Forevermark, there is a 30-second spot and print ads dedicated to the diamond brand, all of which will be available for co-op by jewelers who carry De Beers Forevermark.