(PCM) Nearly all of us are familiar with the popular catchphrase “A diamond is forever”, as it won over the hearts of women (and the wallets of men) since it was first introduced creating one of the most successful ad campaigns of all time for jewelry company De Beers.
The “A diamond is forever” slogan originated with a 1948 ad campaign created by De Beers and suddenly the modern day engagement ring as we know it today was born. Prior to De Beers campaign diamond rings were not synonymous with marriage or engagement mainly because people were unable to afford to high cost of diamonds.
In the late 1930’s the price of diamonds began to drop and De Beers took full advantage of this to market their diamond engagement rings. The “A diamond is forever” slogan was created by a copywriter named Frances Gerety at Philadelphia agency NW Ayer in 1947. Those four little words created a brand slogan that would become one of the most recognizable of all time. The slogan has made an appearance in every De Beer’s ad since 1948 and continues to be their slogan to this day.
The power of advertising is an amazing thing! Looking around at anyone who is currently engaged, you would be hard-pressed to find anyone whose ring does not contain a diamond. The De Beers ad campaign completely changed the way that our culture looked a marriage and engagement and created a new tradition that has withstood the test of time.