“A Diamond is Forever”, the line that sold the eternal dream to millions over decades - but which had been gathering dust in more recent times since De Beers withdrew its generic marketing programme – is set to make a comeback.  This was announced by Stephen Lussier, CEO of De Beers Forevermark Diamonds, at a breakfast Meet on the sidelines of the JCK, Las Vegas Show on June 28th.

“The rebranding will be timed to the Holiday 2015 integrated marketing campaign,” a press release from Forevermark stated. The new global marketing programme featuring the slogan will begin exclusively in North America.

This historic slogan, coined for De Beers by copywriter Frances Gerety in 1947,  has not only won awards, it has influenced popular culture for decades and continues to do so today, the company reiterates.

“Named “the best advertising slogan of the century” by Advertising Age Magazine, research shows the saying remains relevant to the brand’s key target consumers,” said Forevermark in its statement. “This market research revealed the slogan is still associated with timeless love, and commitment, the pillars upon which the Forevermark brand stands. The line equally provides a rational reassurance to consumers.”

Forevermark CEO Stephen Lussier remarked, “We are thrilled to bring this incredible equity back to Forevermark where it truly belongs. After all, our name is built on the line. But it is not enough to simply bring it back. We need to recharge it with meaning and most importantly fuse it with the Forevermark brand promise.”

The campaign will target consumers seeking diamonds of half a carat and larger. The campaign will debut with a new television commercial, and will run on broadcast and cable networks, the company says. The campaign will also include print and digital media. “Plans for a launch event in New York City and top media markets will be unveiled closer to date,” Forevermark announced.

Philippe Mellier, CEO Be Beers Group added: “Change isn’t new — it’s as old as time itself. And we all know that in the midst of what is new and different, some things never change. Some things keep us centered and on course.”