Everyone knows that nothing says, “Will You Marry Me” better and intense than a diamond ring.
The feelings attached with such a proposal and the exorbitant cost of the gemstone is not oblivious to any.
As per Statista, the monopolistic diamond exporter DeBeers had accrued a net worth of 3.4 Billion USD in 2020.
Diamonds are neither rare not too costly to process. All the aforementioned things have only been possible due to an incredible copy-writing and ingenious marketing strategy.
In 1940, when diamond mines were found in abundance in South Africa, Cecil Rhodes (DeBeers founder) purchased all the diamond companies and mines; restricting the annual exports from 7 million carats to just 14,000.
They wished to connect the endurance and longevity of diamond with the feelings and marriage and hiring an ad-agency from New York got the brilliant tagline, “A Diamond is forever”.
The ad-agency featured well-known celebrities in all media with stories of proposing or getting proposed with diamond rings and having a happy married life.
This created a fantasy among people for proposing or being proposed with diamonds. To add to the sentiments, the featured stories revolve around the plot of greater acceptance rate when proposed with diamond ring!
Their print ads also read like “Spending one month of salary for a lifelong happiness and love”; How to make two months’ salary last forever!
A life full of love & happiness at the cost of a couple of month salary- The promise one would really fall for!
They justified the high cost of diamond to express the worth of your future better half and to show the love and your feelings towards her.
All this really made a mark- soaring the sales of diamond rings.
As per the reports, in 1940 only 10% of engagement rings had diamonds but at the advent of 21st century the number grew to a whopping 80%.
To leverage the momentum developed, there have also been different series like trilogy ring, eternity ring, right-hand ring for females to gift them for themselves!
All the credit for this fathomless fortune goes to the creative copywriter with brilliant thinking capabilities, who with these special four words: A diamond is forever, crafted a new era with different thinking! No other gemstone in any form anywhere got such an importance.
This is nothing less than a case study for those who not consider the power of creative copy in their marketing endeavours.
It is also a shining example of the power of content experience that needs to be brainstormed professionally.
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