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Bemin Diamonds & Co.

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  • 1. Bemin Diamonds Clients: Carrie Baffes Kacy Parenti Agency: Katelyn Brown Christina Alexander Diana Croll
  • 2. 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
  • 3. “ 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
  • 4. 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.
  • 5.
    • 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
  • 6. “ 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
  • 7. 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" - Kin Marketing Manager, and proud owner of a Fancy Yellow Adia Diamond
  • 8.
    • 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
  • 9. 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
  • 10.
    • 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
  • 11. Historical Connections
            • PEPSI
            • HARLEY-DAVIDSON
  • 12.  

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