De Beers - An everlasting kiss

Christmas 2008 was like no other for luxury marketers and there seemed no good way to broach the subject of buying a diamond in a recession.

De Beers – An everlasting kiss

SUMMARY

It is safe to say that this past Christmas season, joy and mirth were in short supply. Many of us looked on fearfully, as our future security evaporated before our very eyes and the institutions we once believed to be indestructible crumbed around us. As is customary, advertising mirrored culture– commiserating with consumers in print, TV and outdoor. Diamonds were no exception. Our print campaign spoke in direct and austere tones to the wisdom of fewer better things. We would use communications to mitigate the losses in sales but overall, we acknowledged that...

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