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De Beers Stays With ‘A Diamond Is Forever’ for 2024 Holiday Campaign
“Forever Present” highlights gifting opportunities for natural diamonds, celebrating familial, friendship, and romantic relationships.
De Beers Group’s 2024 holiday campaign features the iconic tagline “A Diamond Is Forever” to drive demand for natural diamonds over the key holiday gifting season in the United States.
London—De Beers Group launched its U.S. holiday marketing campaign last week, a campaign that combines a classic tagline with modern elements in an effort to convince consumers to celebrate with natural diamonds.
“Forever Present” uses the “A Diamond Is Forever” tagline first penned by Frances Gerety in 1947 and reintroduced in 2023 after being put on the shelf for 15 years.
The campaign is meant to increase demand for natural diamonds this holiday season by reinforcing the belief that, “natural diamonds are a stone of emotional value that enable precious memories to remain ‘forever present,’” De Beers said.
Throughout the campaign, an array of gifting opportunities for natural diamonds are highlighted, celebrating familial, friendship, and romantic relationships because “natural connections deserve natural diamonds.”
“De Beers’ iconic natural diamond category campaigns have shaped desire for natural diamonds over many decades. We’re proud to build on this tradition by reviving and refreshing one of our most legendary taglines ‘A Diamond Is Forever’ this holiday season,” De Beers Brands CEO Sandrine Conseiller said.
“With a modern sensibility and playful colloquial language, this latest campaign encapsulates the unique qualities of natural diamonds, positioning them as the perfect choice for celebrating life’s most cherished milestones.”
“Forever Present” uses the “A Diamond Is Forever” tagline first penned by Frances Gerety in 1947 and reintroduced in 2023 after being put on the shelf for 15 years.
The campaign is meant to increase demand for natural diamonds this holiday season by reinforcing the belief that, “natural diamonds are a stone of emotional value that enable precious memories to remain ‘forever present,’” De Beers said.
Throughout the campaign, an array of gifting opportunities for natural diamonds are highlighted, celebrating familial, friendship, and romantic relationships because “natural connections deserve natural diamonds.”
“De Beers’ iconic natural diamond category campaigns have shaped desire for natural diamonds over many decades. We’re proud to build on this tradition by reviving and refreshing one of our most legendary taglines ‘A Diamond Is Forever’ this holiday season,” De Beers Brands CEO Sandrine Conseiller said.
“With a modern sensibility and playful colloquial language, this latest campaign encapsulates the unique qualities of natural diamonds, positioning them as the perfect choice for celebrating life’s most cherished milestones.”
Real-life diverse couples of all ages are seen in the campaign, showing the moments and key milestones in life worth celebrating.
Aside from couples marking an engagement with a diamond, gifts are exchanged between couples celebrating the birth of a baby, couples who are still dating, friends, fathers and daughters, and people buying jewelry for themselves.
Classic jewelry designs are featured, including studs, tennis bracelets, anniversary bands, three-stone rings, and solitaire pendants.
The “Forever Present” holiday campaign follows De Beers and Signet Jewelers’ collaborative campaign that launched last month titled, “Worth the Wait,” focusing on soon-to-be-engaged millennial and Gen Z consumers.
The campaign will run nationally across digital platforms, social media, and out-of-home, including major airports.
It will be featured on the @Adiamondisforever account on Instagram and TikTok.
De Beers is enhancing its reach, impact, and support of U.S. independent jewelry retailers by offering the assets for this campaign free of charge for retailers that plan on investing in natural diamond marketing this holiday season, said the company.
Interested retailers can learn more about the “Forever Present” campaign and how to participate on the A Diamond Is Forever marketing website through Promoboxx.
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