De Beers has announced the new "big idea" that it will tout in the fourth quarter: The Everlon Diamond Knot.
"Everlon knot" jewelry will features designs based on a Hercules knot, with two metal loops held together by a diamond.
"The proposition of the campaign is the only thing stronger than a diamond is love itself," says Sally Morrison, interim director in charge of the De Beers account for JWT. "It’s about saying to consumers that, even in the toughest times, the strength of a couple’s love will never waver. We feel it’s an extremely strong and resonant proposition."
This campaign will work differently than past De Beers campaigns. The name, design and product logo is IP-protected, and the "Everlon" name can only be used by retailers and sightholders participating in the program. In exchange for the rights to sell the product, the retailers and sightholders are contributing money for its advertising.
"All the participants are splitting the costs of advertising," Morrison says. "In a year where budgets are tight, we needed to bring in partners to deliver a campaign that will have equivalent communications pressure as past years."
The new campaign will include a TV commercial premiering Nov. 16, PR efforts, print ads and a web site.
Morrison says the participating retailers will be allowed to "tag" the De Beers advertising with their own logos.
"It will be an extremely integrated campaign from that point of view," Morrison says. "The retailers will have access to the whole campaign that we normally keep to ourselves."
At press time, four sightholders have signed up: Rosy Blue, Pluczenik, Elegant Collection (Ratilal Becharlal & Sons), and JBDM (JB Group). Participating retailers include: Zale, Helzberg, Sam’s Club, Macy’s, Samuels/Rogers, J.C. Penney, Ben Bridge, Fred Meyer, Reeds, Riddles, and some independents.
Morrison says the campaign has two goals: "To drive overall demand, and to drive sales into specific participating retailers."
Morrison noted that JWT research found that 60% of females and 68% of males were interested in acquiring an Everlon piece. Those numbers are similar to the initial interest in three-stone rings and Journey pieces, she says.