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FOCUS – MAR K E TING: A NE W BR AVE WOR LD

With the union of the Forevermark brand and the iconic

diamonds, because after all, a diamond is forever.

line from which it was born, consumers will know that they are

In the midst of what is new and different, some things

buying the best of forever – something as beautiful, enduring,

never change. When a person gives a diamond, they are

and true as everlasting love. ‘The Long Journey to Become the

sharing in a tradition that transcends generations, geographies

One’ campaign sets out to highlight Forevermark’s pursuit

and cultures by speaking to the common aspiration of people

of the world’s most beautiful, responsibly sourced, enduring

everywhere - to love and be loved. Forever. I

Millennials are less likely to conform to social rituals and place a premium on individuality, but most importantly for the diamond sector, they still believe in love and forever. They have a large social network, but they value deeper relationships and marriage just as much as the older generations, providing an anchor in what has become a fast-paced, transient world

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- january / february 2017 - 47

INFO Magazine | Marketing: A Brave New World  
INFO Magazine | Marketing: A Brave New World  
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