Champagne Campaign to Rise Again

Argyle is reactivating its once-dormant campaign to promote brown diamonds as "champagnes." Officials at the mine's marketing agency, Beverly Hills, Calif.-based Market Vision, are launching a new Web site (www.champagnediamondcouncil.com), preparing new purchase material for jewelers, and conducting consumer research. Consumer advertising also is under consideration, says MVI's Elizabeth Chatelain. "We are not sure where we are going with this," she says. "We simply noticed there was more interest on the trade level and wanted to respond." The first "Champagne Diamond" campaign in the early 1990s, which featured heavy consumer advertising, had a mixed track record, many say. Its high—or low—point came in the 1996 movie Beautiful Girls, when a character was upbraided for giving his girlfriend a "brown" diamond and calling it "champagne." (Organizers say this was a sign that its mes
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