Halfway through the wedding season it seems natural for our ‘Pure Slogan of The Week’ to be De Beers' “A Diamond is Forever”, after all it was voted the best advertising slogan of the 20th century by Advertising Age.
De Beers was founded in 1888 by an influential businessman and politician, Cecil Rhodes, financially supported by the Rothschild family.
The name De Beers originated from two brothers whose land proved to be a highly resourceful mine. Since their property had already been sold when the diamond reserves were discovered, their family name was adopted to honour them for their involuntary contribution.
In 1947 copywriter Frances Gerety crafted the slogan as a part of De Beers' attempt to emotionally capture consumer demand.
Aimed at luring romantics with emotions of love and commitment (similar to those of wedding vows), the 'Forever' in the slogan has helped establish De Beers' as the go to brand for diamond rings.
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