De Beers to Tout Everlon Diamond Knot

De Beers has announced the new "big idea" that it will tout in the fourth quarter: the Everlon Diamond Knot. Everlon knot jewelry will feature 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 are protected, and the Everlon name can be used only by retailers and sightholders participating in the program. In exchange for the rights to sell the product
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