In 2000, how did De Beers alter its consumer advertising?

The introduction of the "Forevermark" logo in 2000 marked a significant shift in De Beers' consumer advertising strategy. This initiative was part of a broader effort to enhance consumer confidence in diamond purchasing by assuring consumers of the quality and ethical sourcing of their diamonds. The "Forevermark" logo symbolizes that a diamond is not only beautifully crafted but also ethically sourced, meeting specific standards of integrity and quality.

This strategy was instrumental in repositioning De Beers within the market, as it emphasized the value of responsible mining practices and aimed to differentiate their diamonds from those available through other channels. The "Forevermark" campaign also aligned with growing consumer awareness regarding ethical sourcing and the origins of diamonds, making it a timely and impactful marketing approach.

While increasing television ads, partnering with celebrities, and focusing on print media are all marketing strategies that companies may utilize, the introduction of the "Forevermark" logo specifically represented a focused and strategic alteration to De Beers' messaging regarding both quality and ethics in their diamonds, directly influencing consumer perception and trust.