DPA’S “REAL IS RARE” DIAMOND CAMPAIGN FOCUSED ON IMPERFECT RELATIONSHIPS
The generic diamond promotion campaign by the Diamond Producers Association (DPA) featuring the tagline “Real is Rare”. Real is a Diamond” has finally launched in the US, Gem Konnect Report.
The campaign focuses on Millennials, and is the result of research conducted by the Mother ad agency from New York. The campaign works at separating the giving of diamonds from institutions such as marriage, and focuses on diamonds symbolizing real and meaningful things such as relationships that matter.
Two videos were launched: The “Runaways” video gives diamonds a place in the wild, rollercoaster world that millennials live in, while the couple in “Wild And Kind” video isn’t quite sure whether they will get ever married, but remain dedicated to one another and find that diamonds represents their real and rare relationship.