A Diamond is Forever

This De Beers slogan was awarded the most recognized and effective advertising campaign of the 20th century.

Here is a brief timeline of De Beers marketing strategies

19th century: mining in Africa

early 20th century: sale to nobility/upper class of Europe

1920s: influx of diamonds, prices decrease

De Beers: dominating De Beers: dominating diamonds since 1888diamonds since 1888

1930s-1940s: Campaign #11930s-1940s: Campaign #1

Targets men as savvy consumers.Targets men as savvy consumers.

1930s-1940s: Campaign #11930s-1940s: Campaign #1

Targets women by presenting Targets women by presenting diamonds as poetic and romantic by diamonds as poetic and romantic by relating them to art.relating them to art.

1930s-1940s: Campaign #11930s-1940s: Campaign #1

Targets traditionalists by Targets traditionalists by incorporating images of churches.incorporating images of churches.

diamonds = legitimacydiamonds = legitimacy

1950s: Campaign #21950s: Campaign #2

Diamonds are a girl’s best friend.Diamonds are a girl’s best friend.

diamonds = glamourdiamonds = glamour

1960s-1980s: Campaign #21960s-1980s: Campaign #2

Postwar:Postwar: Targets Japanese businessmen and young Targets Japanese businessmen and young

women.women. Exploitation of Soviet diamonds = Exploitation of Soviet diamonds =

anniversaryanniversary rings and rings and pastpast//presentpresent/future rings/future rings..

1990s: Campaign #31990s: Campaign #3

Targets women with the right hand Targets women with the right hand ring.ring.

2000s: Campaign #42000s: Campaign #4

Targets men with humour.Targets men with humour.