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Article: De Beers to promote anniversary jewelry in the United States.(Facets)
- Article from:
- Israel Diamonds
- Article date:
- February 1, 2005
CopyrightCOPYRIGHT 2005 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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De Beers' U.S. marketing representatives, J. Walter Thompson and the Diamond Information Center, announced on January 6 the launch of a major new advertising campaign to increase sales of anniversary diamond jewelry. No dollar figure was provided, but the campaign is to take up 22 percent of the total annual advertising budget for diamond jewelry from its start at the end of January.
The campaign created its slogan by combining the "I do" of marriage proposals with the 1930s classic advertising slogan "A diamond is forever" to produce "I forever do."
The campaign will make its appearance through TV, newspaper and magazine ads. Three-stone diamond rings ...