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 women aged 25 to 34 and 35 to 45, split into VIP and bridal customers, gauged feelings about the slogan and tested five new alternatives.
The result
Respondents over 30 knew both the slogan and the brand, while younger ones knew the slogan better than De Beers itself. De Beers can refresh its image for millennials without changing the slogan.
