6 Examples of the Most High-Profile Advertising Campaigns of the 20th Century
Posted: Wed Jan 22, 2025 6:02 am
In the 1930s, an advertising campaign was developed – an example of creative persuasive influence on consciousness. During this period, diamond sales fell to an extremely low level. The diamond processing corporation De Beers ordered a large-scale marketing study, which was conducted by the agency NW Ayer & Son. The results were disappointing – people considered diamonds an expensive and useless purchase, an unacceptable luxury that only millionaires could afford. The president of the De Beers corporation, Harry Oppenheimer, decided to increase sales of precious stones at all costs.
De Beers Advertising Campaign
To do this, it was necessary paytm database to change the psychological attitudes of potential consumers, to convince them that diamond jewelry is not a luxury, but a necessity for people with different financial status. The goal of the advertising campaign was striking in its boldness - Americans with different income levels had to believe that an engagement without this stone is not ideal. The advertising campaign was based on a romantic idea: a diamond is the hardest mineral on earth, so a diamond ring worn on a finger symbolizes eternal love and fidelity for life. Thus, the De Beers corporation was the first in the advertising business to focus not on the brand, but on human feelings and emotions.
This approach was also necessary to eliminate the possibility of resale of jewelry. The fact is that outside of a specialized store, the cost of expensive jewelry dropped significantly, which could lead to a collapse of the market.
The advertising plan was implemented step by step. The media published articles about engagements of successful people, celebrities, and stars. A diamond ring was a must-have for these events. De Beers began to post PR information with advice on choosing jewelry. Radio stations excited consumers with stories about the beginning of the diamond rush. The famous slogan “Diamonds are forever” appeared in 1948, became the De Beers motto, the best slogan of the 20th century. By 1951, a ring with this stone in the USA was a symbol of engagement, worn by 8 out of 10 brides. The development of an advertising campaign is an example of a business idea that began a tradition. According to Forbes magazine, in 2017, De Beers already controlled a third of the world diamond market.
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De Beers Advertising Campaign
To do this, it was necessary paytm database to change the psychological attitudes of potential consumers, to convince them that diamond jewelry is not a luxury, but a necessity for people with different financial status. The goal of the advertising campaign was striking in its boldness - Americans with different income levels had to believe that an engagement without this stone is not ideal. The advertising campaign was based on a romantic idea: a diamond is the hardest mineral on earth, so a diamond ring worn on a finger symbolizes eternal love and fidelity for life. Thus, the De Beers corporation was the first in the advertising business to focus not on the brand, but on human feelings and emotions.
This approach was also necessary to eliminate the possibility of resale of jewelry. The fact is that outside of a specialized store, the cost of expensive jewelry dropped significantly, which could lead to a collapse of the market.
The advertising plan was implemented step by step. The media published articles about engagements of successful people, celebrities, and stars. A diamond ring was a must-have for these events. De Beers began to post PR information with advice on choosing jewelry. Radio stations excited consumers with stories about the beginning of the diamond rush. The famous slogan “Diamonds are forever” appeared in 1948, became the De Beers motto, the best slogan of the 20th century. By 1951, a ring with this stone in the USA was a symbol of engagement, worn by 8 out of 10 brides. The development of an advertising campaign is an example of a business idea that began a tradition. According to Forbes magazine, in 2017, De Beers already controlled a third of the world diamond market.
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How to increase the flow of customers by choosing the right method
Cross-marketing: 5 examples and 8 mistakes
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