Professional Jeweler Archive: DTC Unwraps Holiday Ads

December 2003


DTC Unwraps Holiday Ads

Campaign encourages men to "celebrate her"

Men should honor the women in their lives with diamond jewelry, according to the Holiday 2003 ad campaign introduced by the Diamond Trading Co. and its marketing agency, J. Walter Thompson.

The goal is to send fourth-quarter sales even higher than last year, which were 16% ahead of the same quarter of 2001.

JWT has designed a program called Celebrate Her for 2003 to extend past marketing successes, including the three-stone ring, solitaire jewelry and right-hand ring programs. “It showcases diamonds as the gift to express what she means to you,” says Richard Lennox, director in charge of the diamond group at JWT. “After the success of the Declaration theme in 2002, our team was challenged to not only come up with a campaign that continued this success, but one that would be relevant to American consumers and the way they are feeling.”

JWT will continue its successful Seize the Day concept to communicate the larger Celebrate Her theme. These ads began appearing Nov. 1 and will run through the end of 2003. They appear in two national and 15 regional newspapers through December and 15 male-targeted magazines, including Men’s Health, Forbes and Sports Illustrated. Advertising copy includes the phrases in the ads shown at left plus many others with messages that include:

  • “You Got Her, She Got You. You Might Want to Do Something Before that Sinks in.”
  • “This Christmas Show Her How You Feel the Other 364 Days of the Year.”

JWT also created a Faces TV spot that ties in to the male gift-giving theme. The ad shows a man walking through a European city during the holiday season. Everywhere he looks he sees the face of the same woman. Then he examines a gift of diamond earrings in his pocket. He finally reaches a bridge, and there is the woman, his wife, waiting. The voiceover says, “This Christmas? Celebrate the only one person in the world for you.”

  • Diamond Promotion Service, New York City; (800) 370-6789,

– by Robert Weldon, G.G.

De Beers’ Diamond Trading Co.’s ads for Holiday 2003 extend the concept of past holiday campaigns with a call-to-action for men’s holiday gift-giving.

Copyright © 2003 by Bond Communications