My favourite ad of all time: DeBeers ‘A diamond is forever’ from 1938 onwards

The DeBeers campaign linked diamonds to engagements way back in the 1930s - a tradition that survives to date, making work on the brand an all time favourite for Grey's Daniel Foo

The best ads affect culture, turning ideas into global norms, accepted truths that nobody thinks to question. And if you’ve received a diamond engagement ring, you’ve just (possibly unknowingly) taken part in a century-old advertising campaign. Perhaps it’s because I recently got engaged and subsequently married, but I now have a newfound appreciation for the DeBeers diamond engagement ring advertising campaign – which has become my favourite of all time.

History books say Romans were the first to give their wives rings attached to keys as a symbol of betrothal. It wasn’t until 1477 that the Archduke Maximilian of Austria commissioned the very first recorded diamond engagement ring for Mary of Burgundy.

And while people did occasionally propose with rings or precious stones, it was a practice pretty much exclusive to royalty and the super-wealthy. Most aren’t aware that it’s only very, very recent history – the 1930s – that diamond engagement rings became de rigueur, thanks to DeBeers.

De Beers hired Philadelphia ad agency NW Ayer in 1938, who went on to market the ingenious idea that a diamond engagement ring should cost one month’s salary, effectively putting a price on sincerity, while taking off the pressure of carat size.

This standard was then upsized to two month’s salary in the 1980s. This remains the norm today.

Let us not forget that in between, they also pushed out one of the greatest headlines of all time: ‘A diamonds is forever’. It’s the best case-study of emotional marketing for a product that has no intrinsic value.

This is a perfect campaign for many reasons. It has affected culture the world over, transcending race, religion and language. It’s also moved (and continues to move) heaps of product. Everyone wants a piece of diamond swag, be it on an engagement ring or a flooded out watch face – I know, I do.

Diamonds retail at well above their resale rate and lose 50% of value once you step out the store (ouch). And the perfect justification for an exorbitant price tag on something you don’t want people to resell? It’s something you have to keep forever. Boom. Genius.

Knowing all that, I still would love to go about my day dripping in diamonds. Though both the writer and the agency behind ‘A diamonds is forever’ are no longer around, the campaign’s legacy is – like the diamonds it sells – forever.

Comments

10 Techniques to Make Money with Facebook

Click here to login Facebook Facebook, one of the largest social media platforms in the world, offers countless opportunities for individuals and businesses to generate income. With over 2.8 billion monthly active users, it provides a vast audience to connect with and monetize. Whether you’re looking to start a side hustle or build a full-time business, here are 10 proven techniques to make money with Facebook. 1. Sell Products through Facebook Marketplace Facebook Marketplace is a free tool that allows users to buy and sell items locally. Whether you’re selling handmade crafts, second-hand goods, or new products, Marketplace provides a simple way to reach a local audience. How to Start : Take high-quality photos of your items, write detailed descriptions, and list your products in the appropriate categories. Tips for Success : Offer competitive pricing and maintain quick communication with buyers to build trust. Best for : Selling furniture, electronics, clothing, or homemade go...

My favourite ad campaign of all time: The Avis ‘We Try Harder’ print series of 1962

Legendary ad agency Doyle Dane Bernbach was able to turn being number two car rental brand in the market into a true marketing advantage by way of brilliant copy and placement – writes Patrick Michael Balo of Ace Saatchi & Saatchi in Manila In the early 1990s, I was a journalism student taking up an advertising class because – well, I needed an elective. The class was pretty mundane until one day our teacher asked us to take a fake brand’s position as the number two player in its category, and make it the brand’s biggest selling point. Of course, everyone failed miserably and for what was probably the first time that semester, I was genuinely intrigued by the task. It was then that I was first blown away by what I still consider to be the most ingenious print ad series in advertising history. Yes, I’m talking about the Avis ‘We Try Harder’ print series of 1962 in the United States, where ad agency Doyle Dane Bernbach was able to turn being number two into the best argument fo...

What Marketers Can Learn from Timothée Chalamet’s Social Media Strategy

Timothée Chalamet has established himself as one of the most recognizable and influential actors of his generation. However, beyond his acting talent, Chalamet has also demonstrated an impressive ability to use social media in a way that captivates audiences and strengthens his personal brand. While many celebrities heavily rely on paid promotions, brand endorsements, and constant online presence, Chalamet's approach is distinctively different. His selective and strategic use of social media creates intrigue, maintains authenticity, and fosters deep engagement with fans. For marketers, Chalamet’s strategy offers a masterclass in digital branding and audience engagement. This article explores key aspects of his social media presence and the lessons marketers can apply to build authentic and impactful brand strategies. 1. The Power of Selective Posting One of the most remarkable aspects of Timothée Chalamet's social media strategy is his selective posting. Unlike many celebriti...

Mumbrella Asia

Search This Blog