A report surfaced in Reuters this week that the Diamond Producers Association (DPA), set up last year to help spur diamond demand, has decided to launch a new slogan in June to replace “A Diamond is Forever.”
At last year’s JCK Las Vegas show, Forevermark, the diamond brand from De Beers, announced with great fanfare that it would be reanimating the famous tagline as part of its brand strategy. And one can see why. Advertising Age named it “Slogan of the Century” in 1999, coming in ahead of Nike’s “Just Do It” and Coca Cola’s “The Pause That Refreshes.”
So, what happened? Well, we should be clear and say that as far as we know, the relaunch of the tagline only applies to the DPA and not to the Forevermark brand. Perhaps it was only ever meant to be an interim slogan, something that De Beers, one of the founding members of the diamond marketing organization, allowed to be used temporarily. At the time of Forevermark’s announcement, JCK’s Rob Bates asked whether the slogan could in fact be used as the DPA’s tagline, and may have been instrumental in distinguishing mined stones from lab-grown stones. Is it possible that the new, as-yet-unrevealed slogan will be an improvement on the one that it replaces?