Diamond Trading Company: “What Would You Do For Love This Christmas?”

Category: Fashion & Style
Agency: JWT
CLIENT: Diamond trading company



STRATEGIC CHALLENGE

A Seasonal Challenge

As the agency for the Diamond Trading Company, our role is to drive desire for all diamond jewelry. Our business objective for 2005 was to grow the category by 5%. To meet this objective we needed to create enough consumer demand to sell 40% of the annual supply of diamonds in the last two months of the year. In other words, retailers must sell 60,000 diamonds a day from November 1st to December 24th. Last year, we faced formidable obstacles: