First Penned in 1947, ‘A Diamond Is Forever’ Returns in Holiday 2024 Campaign

Back in 1947, De Beers introduced the world to “A Diamond Is Forever,” a slogan penned by N.W. Ayer copywriter Frances Gerety when she was 31 years old. That four-word tagline has inspired literature, music, a James Bond flick, and earned in 1999 the title of the best advertising slogan of the 20th century by Advertising Age magazine.

On Friday, the De Beers Group announced that it is reviving the iconic slogan for its current “Forever Present” campaign, which promotes a wide array of gifting opportunities for natural diamonds this holiday season.

The campaign celebrates familial, friendship and romantic relationships under the premise that “natural connections deserve natural diamonds.” The ads will drive home the notion that natural diamonds are the ideal choice for celebrating special moments with special people.

“De Beers’ iconic natural diamond category campaigns have shaped desire for natural diamonds over many decades,” said Sandrine Conseiller, CEO of De Beers Brands. “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. With a modern sensibility and playful colloquial language, this latest campaign encapsulates the unique qualities of natural diamonds.”

Starring in the ads are diverse real-life couples who mark the unforgettable moments and key milestones in their lives with natural diamond jewelry. These include a dating couple, a father-daughter duo and new parents with their baby. One of the ads features a self-purchaser under the headline “Forever me, myself and I.”

Showcasing classic jewelry designs, including studs, tennis bracelets, anniversary bands, three-stone rings and solitaire pendants, the campaign speaks to a broad audience of US gift-givers.

The campaign emphasizes why natural diamonds are a store of emotional value that enable precious memories to remain “forever present.”

The ads will be seen throughout the US on digital platforms, as well as on Instagram, TikTok and out-of-home venues, such as major airports.

The South Africa-based De Beers Group represents the interests of diamond exploration, diamond mining, diamond retail, diamond trading and diamond manufacturing. Among its many responsibilities is elevating the position of diamonds in the hyper-competitive luxury goods market. De Beers operates in 35 countries, including Botswana, Canada, Namibia and South Africa.

Credits: Images courtesy of Arnold Worldwide.