De Beers is once again bringing back its iconic slogan, “A Diamond Is Forever,” as part of its new “Forever Present” campaign, designed to drive interest in natural diamonds this holiday season.
A New Take on Timeless Bonds
The campaign highlights diverse relationships, from romantic partners to parents and children, reflecting modern consumers’ views of love and connection. Sally Morrison, De Beers’ U.S. natural diamond market lead, explains, “It’s about commemorating moments that are deeply meaningful—moments people want to cherish forever.”
The ads pair the classic tagline with a fresh message: “Natural connections deserve natural diamonds.”
More Than Just Romance
Unlike previous campaigns focused on romance as a destination, “Forever Present” captures love as a journey. “This generation sees relationships as a continuum, not a fixed endpoint,” Morrison says. “The focus is on gestures that make people feel seen and valued.”
The campaign includes real-life couples and families to emphasize authenticity, and participants in focus groups expressed their desire for thoughtful gifts over impersonal options like gift cards.
Where You’ll See It
The campaign will run across:
- Social media and digital platforms.
- Physical locations such as airports.
- Retail stores, with assets made available to independent jewelers free of charge.
In addition to the holiday season, De Beers plans to extend the ads to Valentine’s Day and Mother’s Day, ensuring the message resonates year-round.
A Sister Campaign with Signet
Created by Arnold Worldwide, the same agency behind De Beers’ “Worth the Wait” campaign with Signet Jewelers, “Forever Present” shares similar themes of celebrating meaningful moments.
“This campaign has many legs,” Morrison adds, hinting at its potential longevity in connecting with modern audiences.