The phrase that Advertising Age named "Slogan of the Century" in 1999 is set to make its mark on this century.
Forevermark announced it is rebooting "A Diamond is Forever" for an integrated holiday campaign, due out this fall. The De Beers Group's diamond brand was launched in 2008.
The phrase has been part of popular culture for decades, used in every single De Beers engagement ad for years, including the "Shadows" campaign of the 1990s. Today, the phrase still appears on the De Beers web site.
Copywriter Frances Gerety came up with the famous phrase in 1947 for De Beers, and a successful campaign using the slogan drove diamond sales and solidified the gem's reputation as the best and only way to announce your betrothal and love.
Forevermark's holiday campaign, aimed at both engaged and married women, will target consumers seeking diamonds of half a carat and larger. In addition to print and digital media, marketing efforts will include a commercial called "Forevermark: A Diamond Is Forever" and a launch event in New York.