We explored whether ‘A Diamond Is Forever’ still resonates, and how De Beers can reach younger consumers.
4 focus groupsWomen aged 25–455 alternative taglines
The challenge
After 70 years, De Beers needed to know whether its brand promise still fitted its position and spoke to younger generations.
Our approach
Focus groups with VIP and bridal customers gauged feelings about the slogan and tested five new alternatives.
The result
Younger consumers knew the slogan better than the brand. De Beers can refresh its image for millennials without changing the slogan.
Brand-wide figures reflect the client’s overall performance, not this project alone.
