De Beer Diamonds: Marketing Strategy Essay

In the contemporary world, many enterprises specialize in selling goods and services that are substitutable. The implication is that competitive advantage goes to companies with the best marketing strategy. Noteworthy, advertisement rely on the use of language to create impressive images in the consumers and persuade them to purchase products (Zhao 1). De Beer Groups is an international organization recognized for its persuasive promotion in diamond trading. The corporation started on March 12, 1888 after two competing diamond operations by Cecil Rhodes and Barney Barnato decided to combine (De Beer Group). They named their company De Beers Consolidated Mines Limited and Rhodes became the chairman in 1902 (De Beer Group). The company has since grown both in terms of sales and ownerships. Moreover, the corporation controls approximately 90% of all the naturally formed diamond globally (Sankaran). Thus, De Beer Group corporation has managed to stay above its rivals due to its iconic advertisement language and persuasive techniques that have made them retain a competitive advantage for centuries.

De Beers Advertisement Language

Following the infamous great depression, industries that focused on beauty products were at risk of closure as many people were earning just enough to feed their companies. De Beers Group was not an exception as people started selling their diamonds to get money for their basic needs (Sankara). As a contingency plan, De Beers launched its slogan, “a diamond is forever” in 1947 and revolutionized the perception that people had about the jewelry (Picciotto). The tagline was created by an N.W. Ayer who was by then a young copywriter. The marketing campaign and other consecutive languages made people desire and invest in diamonds.

Love language has played a significant role in promoting De Beer Group jewelry products. An example of romantic appeal is the tagline for the forever campaign which romanticizes the jewelry. For instance, a man promises the woman that they will last for life as place a diamond ring on their figure. In turn, De Beers made diamond engagement rings which the couple associated with an infinite love (Sankaran). The company was also featuring celebrities famous love and marriage magazines to spread its message (Arora). To date, the majority of men in the United States believe that for a successful engagement, they have to spend two months’ worth of income on a diamond ring (Karthik). The implication is that people treasure diamond as it satisfies their psychological need for love and belonging. Thus, the love language was successful in reviving the company and making it progress despite the harsh economic times.

Nature is also one of the marketing languages that made De Beer famous among people who love adventure. For example, they branded the advertisement by using diamonds on paintings of famous artists such as Salvador Dali and Pablo Picasso (Sankara). Notably, associating diamond with Pablo and Salvador arts gives a portrayal of natural coexistence. The beautiful paintings with the diamond tagline emphasize the uniqueness of the De Beer jewelries. De Beer also used young celebrities and models as their brand ambassadors to reinforce the message.

De Beer Group has recently integrated sustainability into their advertisement language. Specifically, De Beers partnered with the National Geographic mission and made a pledge to provide money and other resources channeled towards protecting the endangered species for the next five years (Graff). Remarkably, organizations that show interest in the planet and society are often rated highly by customers. Hence, the sustainability language makes De Beer a brand of choice for jewelry lovers and conservationists.

Persuasive Techniques and Effectiveness

There are three primary persuasive techniques that are effective in the brand advertisement. The marketing strategy should have a logos appeal which connotes rationality and reason. Secondly, pathos or language pattern that targets the emotions of the clients is relevant in convincing people to purchase a product. Moreover, tapping into ethics and moral beliefs is an effective strategy known as ethos. De Beer advertisement campaigns have over the years managed to use multiple techniques all of which are effective in increasing their client base and building a strong brand.

Firstly, logos is evident in the use of statistical estimates, and rationality which convinces the consumers that it is wise to invest in diamonds. Specifically, the advertisements claim that diamonds last forever. It is sensible to make such a claim given that diamond is one of the strongest natural minerals in the globe. It is resistant to rust and does not easily break unlike other forms of ornaments. In addition, appeal to reason is present in the statement that by sacrificing one’s salary for two months a person can afford to purchase something that lasts forever (Karthik). Logos is effective for most people as it makes them feel satisfied that they are making a worthwhile investment.

Secondly, De Beer effectively focuses on emotional appeal to persuade customers to buy their products. For instance, one of the statements in De Beer advertisement series was “For each man’s ring is a personal, masculine reassurance — that time, space, and circumstance — shall not change his devotion” (Kernan). Notably, the language used connotes commitment which is one of the attributes that women crave in a relationship. Wearing a diamond ring communicates to the woman that they are loved, adored and secured in marriage. Such reassurance was effective in making ladies purchase and value the De Beer jewelries

Target Customers

De Beer is a luxury brand which targets people from the upper socioeconomic class. For instance, its 1977 advertisement video features a couple on Hamptons and Cape Cod beaches which are considered symbols of wealth and status (Picciotto). Moreover, the tagline posing a rhetorical question on how else a two months salary could last for eternity reinforces its focus on the people with high income. Thus, De Beer is a premium brand that wishes to increase its client base among wealthy people.

Young adults are a special target group for this brand as evidenced by the people that are mostly used as brand ambassadors. For instance, De Beer showcases couples being given engagement rings for weddings and marriage anniversaries (Sankara). In addition, the advertisement also features professionals who are mostly comprised of people in the prime of their years. Therefore, the main target is young professionals actively pursuing their careers and love relationships.

Last but not least, more effort is given in attracting female clients as women have a higher tendency to purchase jewelries for beauty. The diamond ring is a symbol and representation of women’s desire for marriage, love, and being understood (Kernan). Moreover, girls can easily convince their lovers to buy them diamonds when it is trendy. No wonder, in the advertisement it is mostly ladies that are featured with the rings, earrings, and necklaces. Women make an ideal target because they wear more ornaments and have persuasive power over the men in their lives to buy them luxury and beauty products.

In conclusion, De Beers is a luxury brand that specializes in all kinds of diamond products, especially jewelries. The brand is well-well known market leader in the industry due to its powerful advertisement language and integration of logos, pathos and ethos to persuade potential customers. Love language such as taglines that emphasize romans being sealed with diamonds that last forever makes De Bears appeal to women. Moreover, nature language such emphasizing originality and strength of diamond also help to attract target clients.

Works Cited

Arora, Gaurav, @Gaurav Arora. “The Marketing Strategy That Made De Beers a Monopoly.”LinkedIn, 2021.

“Our History”. De Beers Group, 2022.

Karthik, Pranav. “De Beer Legendary Diamond Advertising Campaign is the 1st and the Most Successful Influencer Marketing Campaign.”LinkedIn, 2021.

Kernan, Sean. “The Most Effective Marketing Campaign of the 20th Century.” Medium, 2020. Web.

Picciotto, Eleonor. “De Beers’ Most Famous Ad Campaign Marked the Entire Diamond Industry.”Jewellery, 2020.

Sankaran, Srilekha V. “Case Study: This Marketing Campaign Made Diamonds a Symbol of Love.” Medium, 2020. Web.

Zhao, Jingkun. “A Memetic Analysis of Advertising Language.” Cross-Cultural Communication, vol. 18, no. 1, 2022, pp. 1-8.