Forevermark Bringing Back ‘A Diamond is Forever’ Slogan

(IDEX Online News) – Forevermark, the diamond brand from De Beers, announced at JCK Las Vegas that it is reviving the historic slogan “A Diamond is Forever” in time for the 2015 holiday season.

The global Forevermark marketing program will begin in North America this fall. The brand will target consumers seeking diamonds of 0.5 carats and above. The new integrated campaign will debut with a television commercial, “Forevermark: A Diamond Is Forever”. The 15- and 30-second television spots will feature a solitaire diamond engagement ring and will run on broadcast and cable networks.

In his address announcing the re-launch, Forevermark CEO Stephen Lussier said the company was “thrilled to bring this incredible equity back to Forevermark where it truly belongs. After all, our name is built on the line.  But it is not enough to simply bring it back. We need to recharge it with meaning and most importantly fuse it with the Forevermark brand promise.”

“A Diamond is Forever” was coined for De Beers by copywriter Frances Gerety in 1947. The tagline was named “the best advertising slogan of the century” by Advertising Age Magazine.