By Michelle Graff
michelle.graff@nationaljeweler.com
London--De Beers and its diamond brand Forevermark have launched their call-to-action holiday advertising campaign that is designed to increase consumer demand for diamonds across the board this holiday season. 

The “Seize the Day” holiday campaign targets men and is meant to drive diamond demand. The “Seize the Day” ads target men and feature “bold, catchy statements” scripted in a black font on a white background and accompanied by classic pieces of diamond jewelry. The ads echo De Beers’ old Seize the Day campaign from the bygone days of widespread generic diamond advertising in the United States.

Seize the Day last was used about seven years ago and was the successor to the old “Shadows” campaign. The text for those, however, had a white-on-black theme instead. 

This launch comes after De Beers said in late May that it was bringing back “A Diamond is Forever” for Forevemark this holiday season, and the August announcement that it was also rebooting Seize the Day, which uses A Diamond is Forever and mentions Forevermark too but is meant to be more along the lines of the generic diamond marketing campaigns the company was so well known for the the past.

There are 39 different lines for the updated Seize the Day, including “Marry Me Sounds So Much Better Than Just Merry Christmas,” featuring a round solitaire diamond engagement ring.

The ads will run across digital, print and outdoor only; Seize the Day has no television component.

The campaign launched digitally on Monday with a takeover of Yahoo’s login page and with banner ads on sites like Yahoo.com, The Verge.com, ESPN.com, GQ.com, and HollywoodReporter.com. Those will run through Christmas.

This week, out-of-home placements also started appearing, beginning with Philadelphia’s Dilworth Plaza. The ads will continue to show up in other top diamond markets around the world including in New York’s Grand Central Station, San Francisco’s Union Square, Seattle’s Westlake Station and Boston’s South Station.

Starting next week, the campaign will feature takeovers on Kindle Fire and eInk readers, ESPN Scorecard, Instagram and WashingtonPost.com.

A total of 30 full-page Seize the Day ads will appear in print publications such as The New York Times, The Wall Street Journal, and Washington Post on key dates throughout the month of December. They also will appear in the December issues of Rolling Stone, Time, Golf, Men’s Journal, The Economist, Esquire, Fortune, Maxim, Robb Report, Sports Illustrated, Wired and more, most of which already are on newsstands. 

Audio ads will run on Spotify, and additional digital takeovers will take place on key dates throughout December on ESPN.com mobile and WashingtonPost.com. Meanwhile, social media promotion will take place on Instagram, Pinterest, Facebook and Twitter.





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