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De Beers: dominating diamonds since 1888

De Beers: dominating diamonds since 1888. A Diamond is Forever This De Beers slogan was awarded the most recognized and effective advertising campaign of the 20th century. Here is a brief timeline of De Beers marketing strategies 19th century: mining in Africa

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De Beers: dominating diamonds since 1888

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  1. De Beers: dominating diamonds since 1888 • A Diamond is Forever • This De Beers slogan was awarded the most recognized and effective advertising campaign of the 20th century. • Here is a brief timeline of De Beers marketing strategies • 19th century: mining in Africa • early 20th century: sale to nobility/upper class of Europe • 1920s: influx of diamonds, prices decrease

  2. 1930s-1940s: Campaign #1 • Targets men as savvy consumers.

  3. 1930s-1940s: Campaign #1 • Targets women by presenting diamonds as poetic and romantic by relating them to art.

  4. 1930s-1940s: Campaign #1 • Targets traditionalists by incorporating images of churches. • diamonds = legitimacy

  5. 1950s: Campaign #2 • Diamonds are a girl’s best friend. • diamonds = glamour

  6. 1960s-1980s: Campaign #2 • Postwar: • Targets Japanese businessmen and young women. • Exploitation of Soviet diamonds = anniversary rings and past/present/future rings.

  7. 1990s: Campaign #3 • Targets women with the right hand ring.

  8. 2000s: Campaign #4 • Targets men with humour.

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