De Beers: Selling diamonds in a recession - Effectiveness Awards Case Study 1996

Brief Description: Diamond sales slumped in early 1990's with sellers having to compete with a range of other luxury items. Product needed a special significance to change consumers attitudes and change their purchasing behaviour. Case study shows the development of an anonymity theme and media buying was changed accordingly. Following campaign de Beers diamond sales was ahead of market trends ;---(TAGS)--- Full Title: 'Hard times : selling diamonds in a recession' - how a great British idea worked across Europe and beyond ; Number: 1996/230 ; Brand Name: De Beers Diamonds ; Client: De Beers ; IPA_ProductCoding: Clothing & Accessories (Jewellery) ; Retail (Jewellers) ; Agency: J Walter Thompson ; Author: Merry Baskin ;