“Diamonds are forever,” right? That’s what the diamond industry has told us over the last 75 years as they’ve become a requisite symbol of matrimony. But what happens when people don’t want “forever” anymore? That’s the question that’s challenging the diamond industry as they face a generation of young people who are in no hurry to (or may not even want to ever) get married.
Well, it seems they look for what these new consumers do want and make it requirement for that too. In this case, that seems to be “rare, real love.” Rather than focusing on rings, their new campaign laces the glimmer of a diamond necklace between scenes of a romantic, tumultuous modern romance, exhibiting it as a symbol of commitment, rather than marriage.
Will the new positioning work? Watch a video of the new campaign and make up your own mind.