It will grow the Ever Us, Black Label, and Seize the Day campaigns

Forevermark released a statement this morning revealing its marketing strategy for the holiday season.

The brand will grow its Ever Us, Black Label, and Seize the Day campaigns “to drive diamond demand for the all-important holiday season,” reads the release.

Forevermark, which launched the Ever Us two-stone program with Signet last year, debuted a slick new commercial Nov. 7 featuring the signature Ever Us bypass ring and two new products in the line: hoop earrings and a pendant. See it, below:

An Ever Us two-stone print campaign will run throughout Q4 “in publications targeting affluent consumers such as Elite Traveler, InStyle, Travel + Leisure, and W magazine.” Digitally, the ad will run on paid social media, targeted networks, mobile, and premium websites including AFAR, StyleCaster, The Atlantic, and The Washington Post.

Advertising for the brand’s Black Label Collection, which debuted earlier this year, will include print creative in publications such as Brides, Grace Ormonde Wedding Style, and Modern Luxury Brides, and digitally via banner ads and custom content on premium websites including Harper’s Bazaar, The Knot, and various social media platforms.

The Seize the Day campaign, which features classic diamond pieces (it’s not a specific collection), launched in 2015 and aims to “increase consumer diamond demand by speaking directly to men leading up to the holiday,” reads the release. Its 2016 ads will feature “bold, catchy, emotional copy lines, each tied to a specific product. Each ad will have a strong call-to-action driving consumers to Forevermark.com and, ultimately, a Forevermark Jeweler.”

Digital ads will run on male-targeted websites such as Amazon, ESPN, Bloomberg, and Esquire, as well as in paid search and social media.

Video courtesy of Forevermark

Emili Vesilind

JCK Senior Editor