De Beers: romancing the stone

De Beers make more money selling larger diamonds, so were persuaded to encourage consumers to trade up to larger stones.
Agency:Author: Vanella Jackson

De Beers: Romancing the stone

In Summary

De Beers’ business objective is to maximise profit.

Marketing budgets across Europe were in decline, but the advertising was being asked to deliver against more ambitious targets.

A new strategy was therefore required which had to be more focused, more hard-hitting.

Our analysis revealed that De Beers make more money selling larger diamonds, so we decided to encourage consumers to trade up to larger stones.

We focused on the Solitaire, a piece with a single diamond, and made it more desirable.

Solitaires epitomise diamonds. But were, nevertheless, seen...

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