DeBeers diamonds beckon to younger female audience

Snyder, Beth
April 1999
Advertising Age;4/5/1999, Vol. 70 Issue 15, p8
Trade Publication
This article focuses on black and white print advertisements launched by DeBeers, mirroring its well-known Shadows television commercials created by J. Walter Thompson Co. (JWT) in London, England, as of April 1999. The black and white print advertisements, from the New York office of JWT, capitalize on the infatuation of a woman with diamonds. New spreads show partly shadowed women on the left page with a single diamond ring, necklace or earring in sharp focus. On the right, on a black background, is a statement about the relationship of women with diamonds. Along with the advertisements, DeBeers is running a trade promotional campaign that seeks the most innovative designs in right-hand rings. It is an integrated effort similar to the one DeBeers started a few years ago, touching off a popularity trend for the diamond solitaire.


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