De Beers' new campaign targeting women is under way
A new ad campaign from De Beers called Evolution aims at affluent women,
a departure from the company's usual campaigns urging affluent men to buy
diamonds for their wives and girlfriends. With a strong economy, men are
in an expansive enough mood to buy diamonds, goes the reasoning, so now
it's women's turn.
The new campaign, which is a companion to De Beers' men's advertising,
focuses on women's affinity for diamonds. "We were looking for an evolution,
not a revolution," says Richard Lennox, the newly appointed U.S. director
of the De Beers group at J. Walter Thompson, De Beers' marketing agency.
"The campaign is an appeal to the emotions that speaks to them in a
voice they like and feel," says Lennox.
The campaign is not designed specifically for women who buy diamonds
for themselves, rather at affluent women in general. It targets 24-55-year-olds
who may or may not work outside the home, but do live in well-off households.
The exclusively print campaign features photos of women shown partially
in shadow. Two-page spread ads appeared in the May issues of Harper's
Bazaar, Vogue, Vanity Fair, Elle, Elle Decor, Cosmopolitan, InStyle, Redbook,
Architectural Digest, Bon Appetit, Gourmet, Food & Wine, Saveur, House
& Garden, Martha Stewart Living, Southern Livingand Country Home.In
June and July, single-page ads will appear in Glamour, Self, Shape, People,
Victoriaand Travel & Leisure.
by Robert Weldon, G.G.
Lennox on De Beers
Richard Lennox is the new director of the De Beers group at J. Walter
Thompson in the U.S.
How do you plan to develop your relationship with U.S. retailers?
I need to get out in the trade and really listen to what people need.
I'm lucky to have such exceptional people with me here at JWT. They are
really helping me understand the business from the trade perspective.
Do you anticipate any major changes?
Retailers can expect to see more open communication, sales and millennium
education, and print campaigns. My role is to maintain the synergy to stimulate
and complete the purchase process.
In London, you were deeply involved in the millennium campaigns and the
branding concept. Will that experience help you here?
A lot of people try to make the connection with the branding program,
but remember branding is only a test in a small market in Great Britain.
My job here is different. My job is to spend a lot of time listening, learning
and talking to people.
Copyright © 1999 by Bond Communications.