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Forevermark’s new campaign centers on ‘Promise’
Forevermark’s new advertising campaign, called “Promise,” will run both digitally and in print, targeting affluent men and women who already are married or in the market to do so.
New York--Forevermark’s new advertising campaign, called “Promise,” will run both digitally and in print, targeting affluent men and women who already are married or in the market to do so.
The campaign includes a television commercial, print ads featuring four different couples each with their own promise, digital executions and a social media presence.
Beginning Wednesday, the digital ads will feature 15- and 30-second versions of the 60-second film embedded here, which was directed and choreographed by Benjamin Millepied, known for directing the dancing in Black Swan and, later, marrying its star Natalie Portman. The film tells the story of a young couple in love and the promises they make to each other.
The brand’s TV ads featuring these short spots will begin airing in November.
The ads will showcase the Forevermark diamond in classic, diamond-centric designs, the De Beers brand said, and will aim to inspire consumers to find their own Forevermark diamond in their perfect design on the brand’s new website, which launches this month.
The creative will be available for tagging by authorized retailers.
The Promise campaign “will focus on the core of what Forevermark is,” the brand said.
“This campaign will connect emotionally with our consumers and reinforce the fact that Forevermark is a diamond brand, available in any piece of jewelry, creating demand for a broader range of piece types featuring Forevermark diamond,” said Forevermark U.S. President Charles Stanley.
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