"Real is Rare. Real is a Diamond". The Diamond Producers Association today delivered a special presentation to members of the diamond industry at the JCK Trade Show in Las Vegas to reveal the long-awaited compaign slogan and platform with which they hope to attract the generation of Millennials. The DPA's marketing campaign, intended to fill the void since De Beers ceased generic marketing, is the result of six months of development, including in-depth research into its target audience: millennial consumers. Stephen Lussier, Chairman of the DPA, praised De Beers' "A diamond is forever" campaign, but opened the meeting by asserting that the diamond industry, "Cannot restore the campaigns of the past to the situation today." He considers the fact that the DPA may not use De Beers' iconic slogan "an opportunity" to bring "the diamond dream" to a new generation and get them to internalize the symbolic and emotional role diamonds can play in their lives.
Diamond Producers Association CEO Jean-Marc Lieberherr outlined three objectives for the new campaign: 1) Forge a long-lasting emotional bond with present and future diamond consumers; 2) Build trust and confidence in our product and our industry, and 3) Continuously improve our business practices from mine to market. In other words, keeping the diamond dream alive while maintaining the confidence of consumers, governments, civil society and producers alike, and to be a force for continuous improvement in meeting the expectations of society and consumers.
David Lamb, founder of Kinnerton 358, a brand and communications consultancy based in London, then explained the results of their extensive research, speaking first to millennial consumers' "Double-edged diamond perceptions", their desirous ambivalence about diamonds. On the one hand, they exhibit reluctance about diamonds due the thought that the tradition of diamonds was imposed on them: “I didn’t make the decision about diamonds. It was made for me”. It is therefore important to avoid prescription and convention when promoting diamonds. On the other hand, the research participants expressed the sentiment that diamonds have a special weight that other things don’t have, and that this fits well with Millennials' desire for real connections and real experiences in the midst of a hyper-technological communication landscape.
Stephen Lussier perhaps captured best what the campaign is aiming for when he remarked, "It is not about ritualistic behavior, but unlocking the meaning of buying a diamond ... Diamonds are inherently rare, precious and of enduring value. That is what we sell. That is the foundation of the industry we are in. You cannot say this about lab-grown. In any event, I prefer to focus on what we have. If Millennials can understand that they need something of enduring value, then we are going to be ok." It seems clear then that a key to the campaign will be to distinguish 'real' (i.e. natural) and 'rare' (i.e. not mechanically produced) from synthetic substitutes, and to use this to tap into Millennials' search for something real.