Forevermark is bringing back “A Diamond is Forever”

If Your a Frog

Ever watch Mad Men? If you did, you definitely know Peggy; the character which poses as the aspiring female workaholic making big strides in a predominantly male industry. She continuously came up with amazing “creative” ads for her clients. Well, let it be known that Peggy’s character is actually based on Frances Gerety. Ms Gerety came up with one of the world’s most famous advertising campaigns: De Beers’ “A Diamond is Forever”.

Gerety wrote copy for the De Beers account from 1943 to 1970. She came up with “A Diamond is Forever” in 1947; but the slogan lived on long after her retirement.

Many of us remember the “silhouette” ads, where two people’s silhouettes are shown in a moment where an engagement ring is slipped onto the silhouette’s finger. One of these classic ads is shown below.

THe Mood is Set

The slogan was shown in every De Beers ad since 1948, and in 1999, two weeks before Ms Gerety passed on, Advertising Age named “A Diamond is Forever” the Slogan of the Century. Now you know where Peggy gets her gusto!

Now De Beers is represented by the Forevermark brand. Forevermark promises the most socially responsible, ethical diamonds on the planet. They promise the absolute best diamond quality from the most equitable sources, every step of the way. They understand that people care about where a diamond is from, where its been, and that it has made someone happy every step of the way; from start to finger.

As a celebration of this acheivement, De Beers has decided to re-introduce “A Diamond is Forever”. And why not!? Everyone wants to see what the next generation of a generations old ad campaign will tell us.

 

Like Chevy re-introducing the Camaro or Dodge bringing back the Charger, De Beers is bringing back a classic in the best of ways. Because like diamonds, good ideas last forever.

With this, we’re also proud to announce that Forevermark will be making it’s way to La Mine d’Or this fall, and everyone’s invited.

Kind regards,

The La Mine d’Or Family

de beers


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