I explore the groundbreaking marketing campaign by De Beers that transformed diamond engagement rings into a cultural necessity.
I take a look at the historical context, the strategies employed by the advertising agency N.W Ayer and Son, and the long-term impact of the campaign on consumer behaviour and societal expectations surrounding love and commitment.
I also highlights key lessons for modern public affairs campaigns, emphasizing the importance of selling ideas, leveraging cultural institutions, and making alternatives unthinkable.
