De Beers Consolidated Mines, Ltd.: A Diamond Is Forever campaign
Sally CobauOverview
When in 1947 N.W. Ayer copywriter Frances Gerety set about to create a slogan for De Beers Consolidated Mines, she felt frustrated by a lack of good ideas. After praying late one night, she jotted down "A diamond is forever." When she awoke, she knew that she was blessed with a masterful slogan. "A diamond is forever" has become one of the most effective phrases in advertising history. Since its inception the slogan's twofold message—that a diamond is an indestructible, timeless wonder and that the giver's love...