A Diamond is Forever: The Campaign That Changed Everything

This week, we're throwing it back to 1947, a year that changed the world of diamonds forever. 

Back then, the diamond market wasn't what it is today. Despite diamonds not being particularly rare since the 1870s, they were still viewed as unattainable symbols of wealth and power. De Beers saw an opportunity to reshape this perception. Enter Frances Gerety, a young copywriter from N.W. Ayer & Son, who penned the timeless slogan "A diamond is forever."

Suddenly, diamonds weren't just for the rich—they were for anyone looking to make a lifelong commitment. The campaign's brilliance was in its emotional appeal—it wasn't just about buying a diamond, but about investing in a timeless symbol of enduring love.

In 1940, only 10% of first-time brides received a diamond engagement ring. By 1990, that number had jumped to 80%. De Beers' diamond sales in the U.S. grew from $23 million in 1939 to a staggering $2.1 billion by 1979. Their ad budget also saw a significant increase, from $200,000 to $10 million annually during the same period.

In 1999, Advertising Age named “A Diamond Is Forever” the number one slogan of the century, cementing its legacy as one of the most impactful advertising campaigns of all time.

For marketers, the "A diamond is forever" campaign is a brilliant example of how powerful a well-crafted message can be. It's all about connecting that product to a deeply felt human experience. De Beers showed us that by tapping into universal emotions, you can create a lasting impact that resonates across generations.

So, as you think about your next marketing move, remember the lesson from De Beers. A compelling story that resonates emotionally with your audience can truly make your message timeless. In a world filled with fleeting trends, aim to create something that will endure—just like a diamond. See what we did there?