 A Diamond is Forever  This De Beers slogan was awarded the most recognized and effective advertising campaign of the 20th century.  Here is a brief timeline of De Beers marketing strategies  19th century: mining in Africa  early 20th century: sale to nobility/upper class of Europe  1920s: influx of diamonds, prices decrease De Beers: dominating diamonds since 1888

1930s-1940s: Campaign #1 Targets men as savvy consumers. Targets men as savvy consumers.

1930s-1940s: Campaign #1 Targets women by presenting diamonds as poetic and romantic by relating them to art. Targets women by presenting diamonds as poetic and romantic by relating them to art.

1930s-1940s: Campaign #1 Targets traditionalists by incorporating images of churches. Targets traditionalists by incorporating images of churches. diamonds = legitimacy diamonds = legitimacy

1950s: Campaign #2 Diamonds are a girl’s best friend. Diamonds are a girl’s best friend. diamonds = glamour diamonds = glamour

1960s-1980s: Campaign #2 Postwar: Postwar: Targets Japanese businessmen and young women. Targets Japanese businessmen and young women. Exploitation of Soviet diamonds = anniversary rings and past/present/future rings. Exploitation of Soviet diamonds = anniversary rings and past/present/future rings.anniversary rings and past/present/future ringsanniversary rings and past/present/future rings

1990s: Campaign #3 Targets women with the right hand ring. Targets women with the right hand ring.

2000s: Campaign #4 Targets men with humour. Targets men with humour.