After 1947, the British Diamond company named De Beers was successful in selling their product as the centerpiece for engagement rings. Then in the 1970s, they wanted to make people fall in love with diamonds. even more! They joined forces with a smart advertising team called N.W. Ayer & Son.
Together, they came up with a brilliant idea: “A Diamond is Forever!” They wanted everyone to believe that diamonds were like true love – everlasting and special! So, they told amazing stories about love and diamonds in TV ads and newspapers.
People got so excited about the idea that diamonds became THE symbol of love and marriage. Everyone wanted a sparkling diamond on their finger!
And guess what? It worked like magic! People started buying diamonds like never before. The campaign was so successful that even today, in the year 2023, diamonds are still seen as the perfect symbol of love and commitment.
Isn’t that a sparkling tale of how marketing and advertising make dreams come true?
Centerpiece: The “centerpiece” is the main and most important part of something. In this story, it refers to the product that is the main focus of attention for engagement rings, which is the diamond.
Joined forces: “Joined forces” means that two or more people or groups work together as a team.
Brilliant: In this context, “brilliant” means very clever or smart.
Everlasting: “Everlasting” means something that lasts forever or for a very long time.
Sparkling: “Sparkling” means shining brightly with small flashes of light, like how a diamond shines when light hits it.
Symbol: A “symbol” is a thing that represents or stands for something else. In this story, it means that diamonds represent or symbolize love and marriage.
Campaign: A “campaign” is a series of planned activities, such as advertisements, to achieve a particular goal.
Commitment: “Commitment” means a promise to do something or stay dedicated to a particular cause or person.
Marketing and advertising: “Marketing” is the promotion and selling of products or services, and “advertising” is the act of creating and showing advertisements to promote something.
Dreams come true: “Dreams come true” means that something you have always wished for or imagined happening becomes a reality.