The story behind the famous slogan : A diamond is forever

You have probably all heard this expression: A Diamond Is Forever. If you think it has anything to do with James Bond, that was a good guess but we are talking about something else! With Ian Fleming’s novel ‘Diamonds Are Forever’ written in 1956 and later adapted for the cinema with Sean Connery as lead actor. In this article, we will discuss how this simple catchphrase became the greatest advertising slogan of the 20th century!

The origins

When Frances Gerety, a young copywriter, received the assignment to find ideas for the new advertising campaign of De Beers, she was certainly far from imagining that she would revolutionise both of these industries : advertising and diamonds. In 1947, De Beers – who had monopoly on the production of diamonds at that time – commissioned N. W. Ayer to advertise their company in order to create a new campaign with the aim to dynamize the sales of diamonds, which the market has suffered during the Great Depression. Gerety found a compromise to connect the concept of love and diamonds. 

Impact on the public

You may not know it, but diamond rings were not something common prior to this slogan. In the 1930s, less than 10% of the marriage proposals were made with diamond jewellery. Nowadays, it is almost impossible to find someone who does not get engaged with this brilliant gem. We can see that this ad was very effective as the impact is still visible to this day. They simply created the concept of an engagement ring! 

Moreover, they changed the perception people had of this stone, which had the connotation of being reserved for the elite and wealthy families. De Beers promoted a universal theme that speaks to everyone. They have set up consumers in a way that if they want to prove their love, you need the strongest stone, the diamond. Perhaps your passion will last as long as the indestructible gem. In addition, they gave a price rule to help the customer to choose the right jewel. It has to be worth two month’s salary.

Still relevant

This advertisement still has resonance today. The slogan still appears in De Beers’ message. Furthermore, they are now trying to advertise and launch the trend of a second diamond ring to confirm your love. It is also an occasion to offer another important ring also thanks to your advancement in your career! The tagline received the « greatest advertising slogan of the 20th century » award from Ad Age at the end of millennium.