About ten years ago, when De Beers first experimented with its branded product

(JCK) - At the exhibition in Las Vegas, JCK Las Vegas 2015, two important news from the marketing of diamonds were announced:

- De Beers will revive its classic slogan "Brilliant is forever" for its Forevermark brand.

- Leading diamond mining companies create the Diamond Producers Association (DPA), intended (in part) to promote diamonds as a category.

Separately, these ads make sense. And together - no.

First of all, it's great that De Beers resurrects the slogan "Brilliant is forever"; It remains one of the most popular slogans in the history of advertising. (According to the legend, it was created at midnight by a copywriter with sleepy eyes, who prayed for the line to come, printed it, then disconnected from fatigue). In the last few years, it has been used by De Beers in its retail network, but it has almost disappeared - a sad fate for one of the most powerful weapons in the arsenal of the industry.

And yet, this slogan was created to promote the product: diamonds. He was invented to promote not the diamond brand, but the whole category of diamonds in general.

About ten years ago, when De Beers first experimented with its branded product, some joked that its new advertising slogan could be "Our Diamonds Are Forever". But, of course, it would not work. The slogan works only when it speaks about all diamonds.

So why not allow the Diamond Manufacturers Association to use it? This organization starts working with a small annual budget of $ 6 million - there are diamonds that are sold at a price higher than this amount - so why not give it impetus by allowing one of the most famous advertising slogans of all time?

In addition, DPA may want to distinguish between natural diamonds and synthetic diamonds. And this slogan is good for this. Natural diamonds were formed billions of years ago. This is an eternity!

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