A Marketing Impression That Last As Long As Its Diamonds

5 Oct

I was talking to my roommate the other day and we were discussing why diamond engagement rings are a must. Why can’t any other stone signify love as a diamond can? What’s wrong with a pearl or a ruby? Are emeralds not nice enough?

Then it hit me. This stipulation on diamond engagement rings is a rest of a marketing campaign done by De Beers Diamonds. During a time where the price of diamonds started to decrease, De Beers reinvented what a diamond means to consumers through their “Last As Long As Your Love” campaign. This changed the meaning of diamonds from luxury to everlasting love. What’s most important is that it stuck in the minds of the public! People are still associating the ideas persistent in their campaign with real life romances everywhere. What an impressive feat.



Check out the campaign for yourself


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