"A Diamond is Forever": The Unforgettable De Beers Tagline ...

The tagline forever changed public attitudes about diamonds being reserved only for the rich. And ended up creating a diamond demand by convincing people that ... Back AgencySearch SiteSearch 4A’sMembershipLogInSignUp Resources MemberEssentials 4A'sResearch4A'sSurveys&ReportsAccelerateAccessProgramMemberEssentialsSubmitAResearchRequest AgencyManagement 4A’sBenefitsGroupAdmin&OperationsAgencyFinance&CompensationAgencyManagementOverviewForms&ContractsHumanResourcesJobDescriptionsLegalMedia,Technology&DataProjectManagementRepository BusinessDevelopment AgencySearchBranding&PositioningBusinessDevelopmentOverviewClientAgencyRelationsNewBusiness DisciplineResources AllDisciplineResourcesAdmin&OpsAgencyFinancesCX(CustomerExperience)GovernmentRelationsManagingYourTalentMedia,Tech,andDataProjectManagementResearch&InsightsStrategy&AccountPlanning ManyofourResourcesarefor4A’sMembersOnly.SignInifyou’realreadyamember. Research ResearchServices Askthe4A’sResearchTeamIndustrySurveys&WhitePapersMonthlyResearchWebinarsResearchInsightsNewslettersResearchPracticeAreaOverview Databases BLAST-LOCALAdSpendingBUDDY-DemographicsCreativeAdLibraryFreshPressProQuest IndustryVerticals AutomotiveBanking&FinancialServicesFood&CPGHealthcareHome&GardenRecreation,Entertainment&SportsRestaurantsRetailTechnologiesTravel Topics 4A'sResearchConsumerSurveysAgency&AdvertisingBasicsBrandingConsumersGoingGlobalHolidayInsights+TrendsMediaChannelsMetrics&Effectiveness ManyofourResourcesarefor4A’sMembersOnly.SignInifyou’realreadyamember. Talent Learning&Development CampaignEnlightenmentProgramInstituteofAdvancedAdvertisingStudiesLiveVirtualTrainingOn-DemandTrainingLearningInstituteWorkplaceEnlightenmentCertification(WEC) Talent 4A'sFoundationBeyondthePledgePodcastDEIResourcesDiversity&AgencyInitiativesJobDescriptionsTalentTalkWebinarSeries 4A’sFoundation 365BlackPrintEquity&InclusionCongressHighSchoolProgramsLeftUnsaidPodcastMAIPVanguard ManyofourResourcesarefor4A’sMembersOnly.SignInifyou’realreadyamember. Communities Participate ViewAllCommunitiesViewAllEvents Leadership BoardofDirectorsForums Disciplines Committees Regional Boards&LocalCouncils More MAIPTrustedPartners ManyofourResourcesarefor4A’sMembersOnly.SignInifyou’realreadyamember. Events 4A’sConferences&Events AgencyCommsINFOCUSCXEffect+DecisionsEquity&InclusionCongressJayChiatAwardsMPFStratFestSustainabilitySummit[email protected]ViewAllEvents 4A’sWebinarSeries AgencyCommsINFOCUSBusinessasUnusualBusinessIntelligence&InsightBusinessIntelligence&Insight:VideoVignettesTalentTalkTheCXEffectViewAllWebinars ManyofourResourcesarefor4A’sMembersOnly.SignInifyou’realreadyamember. ThoughtLeadership IndustryUpdates 4A’sIntheNews4A’sSurveys&ReportsAdvocacyinDCMembersintheNewsNews&Views Topics BiasinAdvertisingCOVID-19GuidanceCX(CustomerExperience)Diversity,Equity,&InclusionResourcesFutureofWork-ReturntoOfficeGreenwashingSeriesMedia,Tech,andDataPrivacyCentralSurveys&WhitePapers Initiatives 4A'sCrossIndustryInitiativesAdvertiserProtectionBureauPrivacy.SimplifiedQ&ASoundBitesTheConsciousCreativeMovement Podcasts BeyondthePledgePodcastLeftUnsaidPodcast ManyofourResourcesarefor4A’sMembersOnly.SignInifyou’realreadyamember. Aboutthe4A's AboutUs 4A’sFoundation4A'sMemberCodeofConductBoardofDirectorsDepartmentDirectoryMeetThe4A'sStaffMissionPressKit News 4A’sIntheNewsMembersintheNewsNews&ViewsPartnersintheNews GetinTouch ContactUsHowtoPartnerWithUsJobs@the4A’S Membership AgencyMembershipBenefitsofMembershipDiscountswithMembershipEDUMembershipIncubatorProgramforStart-upsInternationalMembershipMemberTestimonialsPartnerMembershipRequirements ManyofourResourcesarefor4A’sMembersOnly.SignInifyou’realreadyamember. 4A'sMembership chevron-thin-left chevron-thin-right chevron-with-circle-down chevron-with-circle-right cross share spinner2 Diamondshaven’tbeenrarecommoditiessince1870.But,foralongtimetheywereviewedassymbolsofwealth,poweranddecadentromanticdreams—astonetoopreciousandexpensivetoattain,ifyouweren’tpartofthewealthyelite. ThatallchangedwhenthejewelryretailerDeBeersandtheshrewdcreativesatN.W.Ayer&Sonunveiledthebrilliant“ADiamondIsForever”campaign.Thetaglineforeverchangedpublicattitudesaboutdiamondsbeingreservedonlyfortherich.Andendedupcreatingadiamonddemandbyconvincingpeoplethatnomarriageiscompletewithoutadiamondring.In1999,AdAgenamed“ADiamondIsForever”thenumberonesloganofthecentury.