For the first time in five years, the diamond industry has launched an ad campaign, and it’s aimed directly at Millennials. Diamond sales have taken a hit with the generation saving upand delaying marriage, so the Diamond Producers Association set out to discover what makes young consumers tick. Finding that “[y]oung people don't reject diamonds at all,” but “couldn't identify their emotional role,” the association has put out two spots to showcase diamonds as a way to “commemorate [an] occasion, and not just because society told [them] to.” The ads feature the tagline “Real Is Rare,” and depict two non-traditional modern relationships at important moments. (Adweek)
