Forevermark, the diamond brand from the De Beers Group of Companies, recently celebrated the relaunch of the slogan “A Diamond is Forever” with a new brand campaign, “It’s A Long Journey to Become the One,” in Greater China and Asia Pacific this December.
The campaign reveals Forevermark’s rigorous selection process in the pursuit of fine-quality diamonds. According to the brand, less than 1 percent of the world’s diamonds are worthy of the Forevermark inscription. The unique inscription is an assurance that every Forevermark diamond meets exceptional standards of beauty, rarity and is responsibly sourced, it added.
The campaign also marks the celebration of the relaunch of the legendary slogan “A Diamond is Forever.” Bringing back the legacy of the historic slogan, the campaign gives the line new meaning and relevance to today’s consumer. The line reflects ones aspiration in pursuing the best through their life, for themselves and their beloved ones.
Forevermark CEO Stephen Lussier said, “Forevermark’s name is built on the line ‘A Diamond is Forever,’ and we are proud to bring this incredible equity back. This campaign invigorates it with a new meaning: As an innovative brand, Forevermark entrusts its history to embrace its future.”
“Our dedication to sourcing and inscribing only the most beautiful diamond is brought to life through this new campaign. Forevermark diamonds are truly precious and can be cherished forever,” Lussier continued.
Developed by advertising agency J. Walter Thompson Italy, the new campaign embodies one’s endeavour and pursuit for the best. A metaphor playing on the parallel between mankind and diamonds is being elaborated, bringing the diamond journey to life through a story. Forevermark said the campaign challenges classic diamond advertising – embodying diamonds through mankind.
The “It’s A Long Journey to Become the One” integrated marketing campaign will commence in December and continue to 2017. The campaign comprises of television commercials, print advertisements, digital, outdoor video and cinema pre-rolls, supported by digital and social media elements. The campaign will run in Hong Kong, Singapore, Malaysia and over 59 cities in China.
Riding on the festive peak sales season and to commemorate the relaunch of the slogan “A Diamond is Forever,” Forevermark will be introducing a new diamond jewellery collection which is called “Endlea” in December.