Bemin DiamondsClients:

Carrie BaffesKacy Parenti

Agency:Katelyn Brown

Christina AlexanderDiana Croll

Our Company

• Largest maker and distributor of man-made diamonds

• Identical quality, appearance and make-up to natural diamonds

• Inspired to provide an alternative diamond outlet as a result of the Civil Wars in Africa over the natural diamond supply

• “Bemin” is Afrikaans word for LOVE

“Diamonds are a Girl’s Best Friend”

• For centuries, diamonds have been a symbol for:– Love– Excellence– Purification– Strength– Beauty

• Most common gem to be put into engagement and wedding rings

• Representation of endless love

The Diamond Market

• Approximately 130 million carats of natural diamonds are mined every year, valuing $9 billion

• Natural supply of diamonds is highly concentrated-- 49% come from central and southern Africa

• Between 1998 and 2003, 3.3 million people were killed in the Democratic Republic of the Congo by rebel troops who were fighting over the control of diamond mines.

• Our diamonds are outstanding creations of nature, science and human involvement

• Identical to mined diamonds in every way. Grown under strict conditions and cut to the highest standards in the diamond industry, our diamonds come in a wide variety of colors and cuts

• Our synthetic diamonds are grown from a sliver of a natural diamond and bathed in carbon to create a rough diamond that is then shaped and polished to perfection

• We proudly produce these diamonds as a high-value, lower cost alternative to natural diamonds

Synthetic Diamonds

“A Diamond is Forever”

• Owns 40% of the world diamond production• Very successful tagline to discourage resale of older

diamonds in secondary markets• Recognized the diamond as a symbol of love and

commitment making it the most popular stone for engagement or wedding rings

• Increased desire for diamonds• Along with their successful tagline, DeBeers has produced

several campaigns to further their popularity

Adia:Laboratory Created Diamonds

• Located in Battle Creek, Michigan

• They produce environmentally friendly and conflict-free diamonds

• The first company to bring laboratory created diamonds to the jewelry scene

• Produce blue, yellow, as well as white (clear) diamonds

"I'm an eco-loving, tree hugging, bling-loving gal"

- KinMarketing Manager,and proud owner of aFancy Yellow Adia Diamond

• Marriage/Engagement

• Men are typically in charge of buying rings for engagement, but women have some say

• Natural or Synthetic: a diamond is a diamond

• We would like to see bright colors and emphasis on the diamond and it’s beauty in our ads

Original Advertising Objectives

Agency Proposal

•Target Market: Women, ages 25-35

•IS A REAL DIAMOND

•Emphasizing humanitarian aspect of synthetic diamonds

•Cheaper to produce, however not a main focus of campaign

•Client proposed to emphasize engagement rings; our agency decided to broaden the market by generalizing to other special occasions

•Mostly a print campaign in magazines such as Women’s Health, Elle, Brides (as well as other bridal magazines), Marie Claire, National Geographic

•Evoke emotion

• Humanitarian populist world– “Iconic brands function like cultural activists, encouraging people

to think differently about themselves. The most powerful iconic brands are prescient, addressing the leading edges of cultural change” (Holt, 9).

• Truth and relevancy

• Combining Holt and Garfield

• “The question is: what have we experienced? What in the [ad] relates back on us in a way that resonates inside us? How does it relate to our understanding of our universe, of our society, or simply of ourselves? In short, how is it relevant?” (Garfield, 36)

Influences from Holt & Garfield

Historical Connections

PEPSI

HARLEY-DAVIDSON