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“ A Diamond

Is Forever”


          De Beers Ad
          Campaign:
              Case Study
Diamond Industry: Present
             Scenario
• Global diamond industry is worth around $65
  billion
• U.S. leading consumer of polished diamonds
• Retail sales over $ 30billion despite recession
• 70% of the world’s diamonds cut and polished in
  India
• Export of cut and polished diamonds down by 8
  percent (near about $13024.53 million) in 2010
  as against $14194 in India. Yet fastest growing
  diamond market today.
De Beers: Brief Overview
• Founded in 1888 by Cecil Rhodes, it’s a cartel of 12 companies
  spread across the globe

• Historically owned 85% share of the diamond market.

• Infamous for influencing supply and demand to control prices
 - Purchasing and stockpiling same diamonds as other manufacturer
 - Flooding the market with diamonds similar to their competition that
   refused to join their monopoly

• Diamond Trading Company (DTC) is the sales and distribution arm
  of the De Beers Group
 - Uses DTC as brand name and ForeverMark logo for marketting
  purposes
 - Exclusive De Beers boutiques operate in select countries

• N. W Ayer & Son was De Beer’s primary advertising agency.
  Advertising Age named "A Diamond Is Forever“ best advertising
  slogan of the twentieth century.
• Losing its Grip on the Market
   In 1990s, several events happened:
  - Soviet Union collapsed, weakening partnership
  - Huge Argyle mine in Australia broke off from cartel
  - New mines in Canada discovered
  - Increasing popularity of synthetic diamonds
•Market share fell from 85% to 45%
• The Aftermath
  - Stopped trying to control market and instead focus on
   using its marketing and brand
  - Spent $180M on marketing in 2004
  - Partnered with Louis Vuitton to open retail outlets
• In 2003, earned sales of $5.5B and income of $676M
De Beers’ Marketing Strategy


                           1. To push the idea that diamonds were eternal, forever
                           linked with romance, emotionally valued and a
                           necessary luxury.




2. To strengthen the tradition of the diamond
engagement ring – “make it a psychological
necessity”
De Beers’ multifaceted advertising plan
               included…
• Public Relations
• Direct advertising in print and radio
• Specific radio programs publicizing
  diamond trends
• Weekly service called Hollywood
  Personalities which published stories in
  over 125 leading newspapers with
  descriptions of diamonds worn by major
  celebrities.
• In-film product placement
• Commissioning
  portraits of
  “engaged
  socialites”
• Series of successful
  magazine ads
  featuring works of
  The Great Four –
  Picasso, Derain,
  Dali & Dufy. Other
  artists were Jean
  Hugo, Bernard
  Lamotte
Salvador Dali


                Salvador Dali (1952)
Raoul Dufy
Jean Hugo
Bernard Lamotte
Evolution of
 De Beers’
 print ads

     Late 30’s…
Caroline Edmundson, 1946
Through the 50’s…
1969




  1961
1978




  1970
The ’80s…
1993




   1990
• TV ads of featuring silhouettes against the
  background score by Karl Jenkins (video)
• Later TV ads (video)
• De Beers ads in India (video)
• Ads with De Beers diamonds imposed on
  timeless masterpieces




                                   (Manet)
De Beers rendition of Botticelli’s “Venus”
Other gimmicks
 • To mark its 40th
   year, De Beers
   launched the
   most expensive
   Barbie doll till
   date priced at
   $85,000
   decorated with
   160 diamonds
   and gold (1999)
Recent Ads…




              ‘Right Hand Ring’ campaign to attract
              non-bridal market base (2003)
Viral
Marketting

“The Unending Kiss” (2009)
Analysis
• Long term strategy – to change mindset
  and behaviour pattern of people rather
  than simply driving short term sales
• Ads appeal to emotion rather than the
  product itself
• Despite dire economic situations –
  Depression and the IInd World War – De
  Beers reinterpreted prevailing trends
  rather than fighting them
Bibli(ng)ography




      http://are.berkeley.edu/~sberto/DeBeersDiamondIndustry

 http://www.loosediamonds.pro/79-history-of-the-diamond-ring.html

       http://www.ibiblio.org/stayfree/archives/16/diamonds.html

http://www.coloribus.com/adsarchive/de-beers-unbreakable-kiss-13350905/

  http://www.jewelinfo4u.com/Diamond_Marketing_by_De_Beers.asp
                               Youtube

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De Beers "Diamond Is Forever" ad campaign

  • 1. “ A Diamond Is Forever” De Beers Ad Campaign: Case Study
  • 2. Diamond Industry: Present Scenario • Global diamond industry is worth around $65 billion • U.S. leading consumer of polished diamonds • Retail sales over $ 30billion despite recession • 70% of the world’s diamonds cut and polished in India • Export of cut and polished diamonds down by 8 percent (near about $13024.53 million) in 2010 as against $14194 in India. Yet fastest growing diamond market today.
  • 3. De Beers: Brief Overview • Founded in 1888 by Cecil Rhodes, it’s a cartel of 12 companies spread across the globe • Historically owned 85% share of the diamond market. • Infamous for influencing supply and demand to control prices - Purchasing and stockpiling same diamonds as other manufacturer - Flooding the market with diamonds similar to their competition that refused to join their monopoly • Diamond Trading Company (DTC) is the sales and distribution arm of the De Beers Group - Uses DTC as brand name and ForeverMark logo for marketting purposes - Exclusive De Beers boutiques operate in select countries • N. W Ayer & Son was De Beer’s primary advertising agency. Advertising Age named "A Diamond Is Forever“ best advertising slogan of the twentieth century.
  • 4. • Losing its Grip on the Market In 1990s, several events happened: - Soviet Union collapsed, weakening partnership - Huge Argyle mine in Australia broke off from cartel - New mines in Canada discovered - Increasing popularity of synthetic diamonds •Market share fell from 85% to 45% • The Aftermath - Stopped trying to control market and instead focus on using its marketing and brand - Spent $180M on marketing in 2004 - Partnered with Louis Vuitton to open retail outlets • In 2003, earned sales of $5.5B and income of $676M
  • 5. De Beers’ Marketing Strategy 1. To push the idea that diamonds were eternal, forever linked with romance, emotionally valued and a necessary luxury. 2. To strengthen the tradition of the diamond engagement ring – “make it a psychological necessity”
  • 6. De Beers’ multifaceted advertising plan included… • Public Relations • Direct advertising in print and radio • Specific radio programs publicizing diamond trends • Weekly service called Hollywood Personalities which published stories in over 125 leading newspapers with descriptions of diamonds worn by major celebrities.
  • 7.
  • 9. • Commissioning portraits of “engaged socialites”
  • 10. • Series of successful magazine ads featuring works of The Great Four – Picasso, Derain, Dali & Dufy. Other artists were Jean Hugo, Bernard Lamotte
  • 11. Salvador Dali Salvador Dali (1952)
  • 15. Evolution of De Beers’ print ads Late 30’s…
  • 21. 1993 1990
  • 22. • TV ads of featuring silhouettes against the background score by Karl Jenkins (video) • Later TV ads (video) • De Beers ads in India (video)
  • 23. • Ads with De Beers diamonds imposed on timeless masterpieces (Manet)
  • 24. De Beers rendition of Botticelli’s “Venus”
  • 25. Other gimmicks • To mark its 40th year, De Beers launched the most expensive Barbie doll till date priced at $85,000 decorated with 160 diamonds and gold (1999)
  • 26. Recent Ads… ‘Right Hand Ring’ campaign to attract non-bridal market base (2003)
  • 27.
  • 28.
  • 30. Analysis • Long term strategy – to change mindset and behaviour pattern of people rather than simply driving short term sales • Ads appeal to emotion rather than the product itself • Despite dire economic situations – Depression and the IInd World War – De Beers reinterpreted prevailing trends rather than fighting them
  • 31. Bibli(ng)ography http://are.berkeley.edu/~sberto/DeBeersDiamondIndustry http://www.loosediamonds.pro/79-history-of-the-diamond-ring.html http://www.ibiblio.org/stayfree/archives/16/diamonds.html http://www.coloribus.com/adsarchive/de-beers-unbreakable-kiss-13350905/ http://www.jewelinfo4u.com/Diamond_Marketing_by_De_Beers.asp Youtube