Real Is Rare is the new slogan chosen by the Diamond Producers Association (DPA) to be the platform that will replace the iconic A Diamond Is Forever that underpinned diamond marketing through most of the twentieth century.
Presenting the new slogan and the first category marketing campaign for diamonds in five years, the DPA said the slogan was the result of six months of development, including in-depth research into its target — millennial consumers. The platform emerges from deep insight work with the millennial audience revealing that while diamonds do have appeal for this generation, relevance and emotional engagement can be heightened via new concepts.
According to the DPA, its research reveals that millennials long for real, lasting connections with others, but struggle to make them — or to feel sure they are truly authentic — in a world of constant flux, seemingly limitless choice, and superficial interactions. The idea that diamonds have the gravitas and power to celebrate and mark an authentic connection resonates deeply with them.
For many millennials, diamonds have come to represent traditional rituals or "bling" and status signifiers. The opportunity exists for diamonds to represent the rare, precious and real connections that millennials crave. Real is Rare redefines diamonds for the 21st century, giving them new meaning as a symbol to celebrate the real connections people choose to make.
The DPA says that online research with a nationally representative sample of US millennials has revealed that nine in ten feel the idea is unique. Two-thirds also said that they feel the idea is "appealing" and "relevant" to them.
As leaders of the industry, DPA members consider this generational approach to be the beginning of a dialog with the current and future consumers of diamonds. Continued investment in and development of the Real is Rare. Real is a Diamond campaign will continue to build, and it will sustain millennials as diamond consumers for years to come.
Stephen Lussier, Chairman of the DPA, said, "This is an important milestone for the diamond industry. The DPA members coming together to launch this campaign will create a new cultural movement around diamonds that we are confident will benefit the entire industry.” Lussier also told media persons that De Beers’ Forevermark brand plans to continue using the A Diamond Is Forever slogan, which it still holds the rights to.
DPA chief executive Jean-Marc Lieberherr said, "We are excited to present our new category marketing platform which will resonate with millennials but will also inject new energy into the diamond category universally. We look forward to finalising and launching the campaign in the fall and continuing to develop this platform for 2017 and beyond."