Forevermark Rolls Out 2016 Holiday Campaign

MajorsNov 07, 2016

Forevermark Rolls Out 2016 Holiday Campaign

This year, the De Beers-owned diamond brand is bringing the “Ever Us” two stone jewelry into its advertising mix.

The ad campaign behind the “Ever Us” two-stone jewelry is designed to showcase two people, each with their own goals and aspirations, “coming together to form a powerful bond rooted in friendship and love,” Forevermark said.

Stamford, Conn.--De Beers diamond brand Forevermark has started its advertising for the holiday season, tackling the all-important shopping time with a three-tier program.

This year, the multi-faceted strategy is bringing the uber-successful “Ever Us” two-stone jewelry, launched with Signet last year, into the marketing mix, as initially announced at JCK Las Vegas.

A new commercial rolls out nationally today featuring the line’s jewelry, in particular the signature bypass ring, but also showcasing the expansion of the product offering like hoops and pendants.

Directed by Anders Hallberg and filmed in New York City, the spot has a 15- and 30-second version and will air on prime networks stations including ABC, CBS and NBC as well as a number of cable networks like ESPN, NFL Network and History.

The commercial also will air on primetime and cable programs like “Dancing with the Stars,” “Modern Family,” “The Big Bang Theory,” “The Voice,” “SportsCenter” and “NFL Game Day Live.”

“After launching the ‘Ever Us’ two stone category with Signet last year, we decided to bring the concept to life through our own television commercial that would create an emotional connection with the Forevermark customer,” said Charles Stanley, president of Forevermark U.S. “The commercial focuses on two individuals, each with their own unique aspirations and goals, coming together to form a powerful bond rooted in friendship and love.”

The “Ever Us” campaign also includes a print component, featuring both lifestyle and product ads that will run throughout the fourth quarter in publications that target affluent consumers--Elite Traveler, InStyle, Travel + Leisure and W magazine.

The digital aspect will run on paid search, paid social media, targeted networks, mobile and on premium websites like Afar, StyleCaster, The Atlantic and The Washington Post.

The second part of Forevermark’s holiday campaign is advertising behind its Black Label Collection, a line of specially cut diamonds it also unveiled during the JCK Las Vegas show. Currently including round, cushion, square and oval, the collection will add a heart shape in 2017.

One of the ads for Forevermark’s Black Label Collection for the holiday season

Black Label’s holiday advertising will include print creative in publications such as Brides, Grace Ormonde Wedding Style and Modern Luxury Brides, and digital advertising including banner ads and custom content on websites like Harper’s Bazaar, The Knot and social media platforms.

Rounding out the company’s three-tiered advertising strategy for the holidays is a new round of ads
from the “Seize the Day” campaign, re-launched last year.

The updated ads will be similar to those seen in the past, aiming to increase consumer diamond demand by directly targeting men leading up the holidays with bold copy lines tied to a specific product.

Each ad also will feature a call-to-action to drive consumers to Forevermark’s website and, further, to its retail jewelers.

“Seize the Day” will launch on Nov. 17 with digital ads on male-targeted websites as well as paid search and social media.

It also will run out-of-home units in 24 markets across the country, including high-traffic areas like New Jersey Transit, Long Island Railroad and Metro North Railroad in the New York metro area, Lenox Station in Atlanta, and Boston’s South Station.

Partnership version of all ads in the three campaigns will be available to jewelers who carry Forevermark.
Brecken Branstratoris the senior editor, gemstones at National Jeweler, covering sourcing, pricing and other developments in the colored stone sector.

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