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De Beers' holiday campaign available online

December 09, 2008

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London--Jewelers wanting to share in De Beers' "unprecedented" holiday marketing blitz can now access free advertising materials online.

The materials, as well as more information about the campaign, are available at DPS.org/Trade/Seeadv/Christmas/Background/Index.jsp.

Available items include a backroom poster and pocket cards with a list of key facts that sales associates can share with customers to help boost diamond sales this holiday season.

De Beers, which had previously taken a step back from marketing diamonds generically for the entire industry, revealed last month plans to double its marketing spend and push the enduring value message of diamonds.

De Beers' renewed interest in diamond advertising came on the heels of fresh research that showed consumers still were interested in purchasing diamonds and saw them as a safe investment in rickety economic times.

The research also showed that consumers today are leaning more toward buying "fewer, better things," rather than a greater volume of less expensive gifts.

"Consumers are cutting expenses, but there are areas in which they will not compromise," said De Beers' marketing head Stephen Lussier. "We believe that we can convince them, especially at a time like this, to bundle spending opportunities in order to give that one item that really means something."

At the center of the campaign is a revival of De Beers' 30-second "Hands" commercial, which research has shown is De Beers most effective television advertisement.

The commercial, freshened up with a new soundtrack--Ben E. King's iconic "Stand by Me"--features a young, attractive married couple walking through a park and passing an elderly couple. The younger woman, wearing a three-stone ring, looks back at the older couple, who are holding hands and smiling. The commercial ends with this voice over: "There are two things that last longer than time. Love is one of them. A diamond is forever."

The campaign is projected to reach 97 million consumers more than six times before Christmas.
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