De Beers unveils new international marketing campaign

De Beers has introduced a brand new international marketing campaign to mark a “new chapter” within the firm’s 133 yr lengthy historical past. 

The brand new marketing campaign is centred across the assertion ‘I do.’ to “emphasise the significance” of this dedication to “ourselves, to at least one one other and the broader world”. 

The marketing campaign includes a vary of diamond jewelry from throughout its two Homes, De Beers Jewellers and De Beers Forevermark, as “symbols of those guarantees”. The diamonds might be worn by prospects as talismans individually and collectively.

The multi-channel marketing campaign is shot primarily outside, in forests, in open fields and by the ocean. De Beers stated the marketing campaign “embraces range in its casting, each through {couples} and people, and within the commitments it represents throughout quite a lot of vignettes”. 

Messaging for the marketing campaign is centred round matters together with “staying true to oneself, not compromising, combating for one’s beliefs and celebrating nature”.

Bruce Cleaver, CEO of De Beers Group, stated: “At the moment we see a brand new technology of shoppers who want to talk a wider dedication: a dedication to their very own private growth, to their friendships, to their households, to society, and to the pure world.

“The that means of ‘I do.’ has expanded and it’s extra related than ever – and diamonds have a broader spectrum of that means than ever earlier than. With our new ‘one De Beers’ imaginative and prescient, which encapsulates the essence of our model’s goal and permits shoppers to work together with it in new methods, we see an thrilling alternative to form the way forward for diamonds.” 

Celine Assimon, CEO of De Beers Jewellers and De Beers Forevermark, stated: “The launch of the marketing campaign marks a turning level for De Beers, and paves the best way for our ongoing dedication to being a purpose-driven firm. 

“We lead by instance, committing to making a optimistic impression within the locations the place our diamonds are discovered, and for the those who join with them alongside their journey.”

Written by colin

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