Who is unaware of the four iconic words that made diamond an essential as a symbol of love “A diamond is forever”? this catchy phrase was awarded as the no.1 slogan of the century in 1999 by AdAge. This slogan convinced the people of the entire world that marriages without diamonds were incomplete. And yet, everyone feels compelled to buy diamonds for their loved ones anyway. After almost 70 years later of its origin, this phrase has become a worldwide sentiment and most popular brand slogan of all time. let’s get to know a little bit more about this evergreen quote.
The tagline was written by copywriter Frances Gerety in the year 1947, who wrote advertisements for De Beers from 1943 to 1968. Frances used to work for Philadelphia agency NW Ayer. This ad contributed to the exemplary success of De Beers advertising. The URL www.adiamondisforever.com still reroutes you to De Beers website. According to an article published in a top newspaper in New York, this tagline is being used by the brand since 1948 till date. This phrase helped De Beers boost their diamond sale which had fallen as a result of the Great Depression (the Great Depression was the worst economic downturn in the history of the industrialized world, lasting from 1929 to 1939).
The slogan did exactly the same what the brand had expected from it. It captured all the sentiments of the public. It says the diamond is eternal and enduring just like your love for each other. Whereas, discouraged people from reselling their diamonds which automatically increased the new sale of the gem. The company very smartly marketed the values surrounding love, romance, engagement, and marriage.
Although diamonds can be scattered, discolored, or broken, the concept of eternal love was very cleverly captured in this ad. This advertisement is still successful in connecting thousands of brides.