Quotes from DeBeers Advertisements- 2006
"Your Left Hand Thinks Twice.Your Right Hand Doesn't Believe In Second Thoughts.Your Left Hand Follows The Instructions. Your Right Hand Follows Your Intuition. Your Left Hand Stays Within The Lines. Your Right Hand Knows When Lines Are Meant To Be Crossed. Women Of The World, Raise Your Right Hand."
In 2001 De Beers launched the "Right Hand Campaign" capitalizing on the philosophy that a women's left hand is for the sacramental wedding ring, and the right hand is for a more self indulgent piece of jewelry. With the declining percentage of the American population married, therefore falling wedding/engagement ring sales, and the increase in divorce rates, and less diamond gift purchased as relationships were no longer lasting decades, De Beers saw an opportunity.
The campaign was centered around the concept that a women needed a diamond on her right hand for her, with or without a special man in her life. The campaign was seemed to connect with a women's independence and sense of accomplishment.
Not coincidentially, the ring I wear on my right hand is my favorite thing. I guess the campaign worked, or at least it resonates with me. When doing the exercise for class on what "Our Favorite Thing" is, I chose my buckle ring. With diamonds around the shape of a buckle it is classy without being too much, it is noticeable in a unique way and looks nothing like an engagement ring. It may be interesting to note that the ring is not a De Beers ring, however with a "lions share" of the category, it may be a De Beers diamond.
The ring given to me by my parents represents the love in my family, hard work, and Independence. Independence from a man, independence from a particular job, and in a way frees me from the "shoulds" in life. I have been thinking about this since our in class exercise, and believe I have laddered my way to "Freedom," as strange as that may sound that a ring represents freedom.
So what does my experience mean to the market including corporations, as well as customers? To me it demonstrates the evolution of the consumer of the modern women. No longer are women waiting to get diamonds as presents, and waiting to by a house until until marriage. She is working hard and spending her money on making an independent life for herself. Not to say that she doesn't get married, have a family and make a life with others, its just that the sense of waiting is not in the picture.
To marketing managers the opportunity is there to continue to capitalize on this sentiment. De Beers is a great example of a company that understood the modern, independent women and connected with her on a meaningful level.
"Your Left Hand Thinks Twice.Your Right Hand Doesn't Believe In Second Thoughts.Your Left Hand Follows The Instructions. Your Right Hand Follows Your Intuition. Your Left Hand Stays Within The Lines. Your Right Hand Knows When Lines Are Meant To Be Crossed. Women Of The World, Raise Your Right Hand."
In 2001 De Beers launched the "Right Hand Campaign" capitalizing on the philosophy that a women's left hand is for the sacramental wedding ring, and the right hand is for a more self indulgent piece of jewelry. With the declining percentage of the American population married, therefore falling wedding/engagement ring sales, and the increase in divorce rates, and less diamond gift purchased as relationships were no longer lasting decades, De Beers saw an opportunity.
The campaign was centered around the concept that a women needed a diamond on her right hand for her, with or without a special man in her life. The campaign was seemed to connect with a women's independence and sense of accomplishment.
Not coincidentially, the ring I wear on my right hand is my favorite thing. I guess the campaign worked, or at least it resonates with me. When doing the exercise for class on what "Our Favorite Thing" is, I chose my buckle ring. With diamonds around the shape of a buckle it is classy without being too much, it is noticeable in a unique way and looks nothing like an engagement ring. It may be interesting to note that the ring is not a De Beers ring, however with a "lions share" of the category, it may be a De Beers diamond.
The ring given to me by my parents represents the love in my family, hard work, and Independence. Independence from a man, independence from a particular job, and in a way frees me from the "shoulds" in life. I have been thinking about this since our in class exercise, and believe I have laddered my way to "Freedom," as strange as that may sound that a ring represents freedom.
So what does my experience mean to the market including corporations, as well as customers? To me it demonstrates the evolution of the consumer of the modern women. No longer are women waiting to get diamonds as presents, and waiting to by a house until until marriage. She is working hard and spending her money on making an independent life for herself. Not to say that she doesn't get married, have a family and make a life with others, its just that the sense of waiting is not in the picture.
To marketing managers the opportunity is there to continue to capitalize on this sentiment. De Beers is a great example of a company that understood the modern, independent women and connected with her on a meaningful level.
Lindsey,
ReplyDeleteI took this ad campaign to have a completely different meaning. I saw this not geared to independent, working, single women, but towards married women. What I think they were trying to do try and capture the older, more established (i.e. wealthier), men who bought a diamond engagement ring years ago. The goal of DeBeers is to get men to re-buy to show their love, because their wives "need" a right-hand diamond ring. I also think they may be targeting the divorced men who have a high income but have decided to not remarry. This way, they can still buy their girlfriends a diamond ring even if they don't want to get married. Although that might be a risky conversation: "Here is a diamond ring for you...No, it goes on your right hand."
Anyway, that is the way I see it. I think this is just another one of those "buy her" something ad campaigns. Like the "He went to Jared" ads, or the "Lexus December to Remember" ads (the ones with the ridiculous bows...like anyone gives their wife a Lexus for Christmas), etc. As guys, we aren't very good at finding a gift for a woman. These ads are really reminders and hints for us to give a gift that will mean a lot to her.
That is just my male take on your post.