De Beers Group has launched a new marketing campaign, ‘Forever Present’, to reinforce desirability for natural diamonds over the key holiday gifting season in the US. The campaign sees the return of the iconic ‘A Diamond is Forever’ tagline following its reintroduction to De Beers’ category marketing activities last year.

Donnell Johnson, SVP group creative director at Arnold said, “As ad nerds, we’re big fans of De Beers’ iconic work. So, for us, this wasn’t just about opening their audience to all diamond gift-givers. It was about helping everyone see that the people and moments that bring value to your life should be celebrated with something valuable that lasts forever – a natural diamond.”

The Forever Present campaign follows the recently launched Worth the Wait campaign, a collaboration between De Beers Group and Signet Jewellers. While Worth the Wait is focused on soon-to-be-engaged millennial and gen z audiences, Forever Present appeals to gift-givers of all ages by showcasing the connection between natural diamonds and creating precious memories with loved ones this holiday season.

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