July 15, 2002
DTC's Fall Ads Push Bigger Diamonds
J. Walter Thompson, on behalf of the Diamond Trading Co., will hit consumers this fall with print advertising and publicity to stimulate desire for larger diamonds (those of a half-carat or more). The ad agency's research found 82% of those responding to a survey want jewelry that includes a diamond of at least a half-carat, yet only a small percentage actually receive them.
Targeting married couples, aged 25-54, with a household income of more than $75,000, the new program is called the "diamonds that make a statement" campaign. It will feature diamond stud earrings, diamond solitaire necklaces and diamond rings for the right hand.
The print campaign, which debuts in September in consumer magazines, is part of the family of all-black DTC ads. The new adds show two pieces of diamond jewelry side by side. The first piece, shown on the left, features a smaller diamond; the second identical piece, shown on the right, features a larger diamond.
The catch phrases, which appear beneath the smaller and larger stones, include the following (the first under the smaller diamonds; the second under the larger):
Turns heads. Whiplash. (Featuring round solitaire earrings.)
Palpitations. Somebody call the paramedics. (Featuring round solitaire necklaces.)
Thank you, Bob. Thank you, Lord. (Featuring round solitaire earrings.)
Where'd you get that diamond? Where'd you get that man? (Featuring princess-cut solitaire necklaces).
Oh MIchael, you shouldn't have. Oh Michael. (Featuring princess-cut rings.)
In addition to the print ads, the "diamonds that make a statement" campaign will be supported by intensive and targeted publicity activities by the Diamond Information Center and trade-aligned activity by the Diamond Promotion Service. As with all of DTC's communications campaigns, the Diamond Promotion Service has developed tools for the trade to create an effective sales and marketing program to drive traffic into stores. These same materials will also give retail sales staff the strategies and selling techniques to address why their customers should make a bigger statement and purchase diamonds of a half-carat or more.
The new campaign will appear in addition to the three-stone diamond jewelry "Past, Present, Future" campaign.
by Peggy Jo Donahue