De Beers' diamond brand Forevermark has presented in Las Vegas a new holiday campaign in 2014 for sightholders and retailers.
A new campaign called "Promise" (Promise) aims to allocate Forevermark diamonds among other diamonds.
"The campaign will allow us to build an emotional connection with consumers and emphasize the fact that Forevermark is a brand of diamonds that can be sent to any piece of jewelry that will create demand for a wider range of products with Forevermark diamonds," said Forevermark President Charles Stanley (Charles Stanley), according to IdexOnline.
CEO Forevermark Stephen Lussier (Stephen Lussier) noted that the new advertising campaign is aimed at associating Forevermark's promise with the hopes and emotional obligations of consumers.
"Forevemark wants to help consumers believe in the power of promises. If the Forevermark brand provides a place for the emotional sphere of consumers, it will be able to sell itself, "added Lussier.