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Forevermark launches new advertising campaign

Forevermark, the diamond brand from the De Beers Group of Companies announces the launch of its new advertising campaign ‘It’s A Long Journey to Become the One’ in India

The campaign reveals Forevermark’s rigorous selection process in the pursuit of the most rare and most beautiful diamonds. Less than one percent of the world’s diamonds are worthy of the Forevermark inscription. The unique inscription is an assurance that every Forevermark diamond meets exceptional standards of beauty, rarity and is responsibly sourced.


The new campaign also celebrates the relaunch of the slogan ‘A Diamond is Forever’. Bringing back the legacy of the historic slogan, the campaign gives the line new meaning and relevance to today’s consumer. The line reflects ones aspiration in pursuing the best through their life, for themselves and their beloved ones.

Stephen Lussier comments: “Forevermark’s name is built on the line and we are proud to bring this incredible equity back. This campaign invigorates it with a new meaning: as an innovative brand, Forevermark entrusts its history to embrace its future.”

Developed by advertising agency J. Walter Thompson Italy, the new campaign embodies one’s endeavour and pursuit for the best. Represented by mankind, the campaign reveals the long journey of a Forevermark diamond.

Stephen Lussier comments: “Our dedication to sourcing and inscribing only the most beautiful diamond is brought to life through this new campaign. Forevermark diamonds are truly precious and can be cherished forever.”
 
J. Walter Thompson Italy Chairman Enrico Dorizza adds: “We wanted to reveal the story behind a Forevermark diamond: a long journey that started deep within the Earth billions of years ago and continues through a meticulous selection process. We elaborated a metaphor playing on the parallel between mankind and diamonds, bringing the diamond journey to life through an epic, spectacular story. This campaign challenges classic diamond advertising - embodying diamonds through mankind. It is a tribute to the expertise and craftsmanship essential to reveal the beauty of a Forevermark diamond.”
 
The campaign will debut on TV with a 60, 30 and 15 second commercial, to be screened on 28th September. The commercial will be supported by digital and social media elements using the hashtag #TheOne
 

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