Diamond couples

Diamond couples

US – A new campaign by the Diamond Producers Association taps into Millennials’ disinterest in conventional marriage.

Article/20250 f46
Real is Rare by the Diamond Producers Association, US

US – A new campaign by the Diamond Producers Association (DPA) taps into Millennials’ disinterest in conventional marriage.

  • Each of the two Real is Rare ads depicts a couple as they navigate the ups and downs of their relationship
  • ‘The campaign is a proactive measure to make sure that diamond-buying is not simply tied to rituals such as marriage’ – Thomas Henry, senior strategist at Mother New York

The two ads feature two heterosexual couples who give candid insights into their relationships. ‘I realised that my heart was tired and maybe just not in this any more,’ says the female narrator in Wild & Kind as the couple fight, while in Runaways the male narrator asks himself: ‘Is this too much? Too fast?’

The increasing number of children born out of wedlock and higher costs of living, especially in cities, are contributing to a decline in marriage. Real is Rare aims to tap into this trend by highlighting the emotional value of diamonds for the modern consumer. The couples featured in the ads wear their diamond rings on necklaces rather than their fingers to symbolise their union.

‘In a world surrounded by altered realities or hyper-realities, this campaign could be transformational in the way we think about the symbol of a diamond and the truth of today’s committed relationships,’ Rony Zeidan, president and creative director of branding agency RO New York, told Luxury Daily.

The Big Picture

Diamonds are traditionally marketed using simple concepts such as love and the notion that diamonds and relationships can last forever. The DPA campaign takes a broader approach by highlighting the subtle nuances that make each relationship unique. Read our macrotrend The E-motional Economy to find out more.

Discover More News
Mastercard launches AI-powered stories for commuters

News

Mastercard launches AI-powered stories for commuters

Mastercard has launched its Transit Tales campaign, which tailors classic stories to the length of commuters’ journeys.
Audiobooks : Australian : Commuters
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Soft Sports : Digital Detox : Asics
Stat: Tech-savvy Gen Z interns see AI as a career tool, not a threat

News

Stat: Tech-savvy Gen Z interns see AI as a career tool, not a threat

Gen Z is entering the workforce with a pragmatic view of artificial intelligence and enthusiasm for in-person mentorship. 
Work : Technology : AI
Irn-Bru revives Made in Scotland from Girders slogan

News

Irn-Bru revives Made in Scotland from Girders slogan

Irn-Bru is reviving its iconic Made in Scotland from Girders slogan in a campaign led by advertising agency Lucky Generals.
Food And Drink : Brand Humour : Advertising
Busan International Film Festival to host singalong screening of KPop Demon Hunters

News

Busan International Film Festival to host singalong screening of KPop Demon Hunters

A singalong screening of Netflix’s breakout show, KPop Demon Hunters, will take place at the Busan International Film Festival in September 2025.
Kpop : Streaming : Cinema
Stat: Australians turn to podcasts and radio for regular entertainment

News

Stat: Australians turn to podcasts and radio for regular entertainment

More than half of Australians aged 10 and over (52%) listen to or watch podcasts each month, according to new data published in The Infinite D...
Statistic : Podast : Media
Selena Gomez taps Tajín for Rare Beauty’s first collaboration

News

Selena Gomez taps Tajín for Rare Beauty’s first collaboration

Rare Beauty has unveiled its first-ever collaboration, teaming up with Mexican seasoning brand Tajín on a limited-edition lip and cheek set.
Beauty : Food : Collaboration
Single mothers in China are moving in together to ease the financial burden of child-rearing

News

Single mothers in China are moving in together to ease the financial burden of child-rearing

An increasing number of single mothers in China are moving in together to ease the financial, emotional and practical challenges of raising childre...
Single Parents : China : Only Child
Stat: Cannabis-infused drinks reshape America’s after-work rituals

News

Stat: Cannabis-infused drinks reshape America’s after-work rituals

A growing number of young American professionals are swapping post-work alcoholic beverages for cannabis-infused alternatives, signalling a cultura...
Statistic : Cannabis : Alcohol
Gap and Katseye tap into new-nostalgia for autumn 2025 denim campaign

News

Gap and Katseye tap into new-nostalgia for autumn 2025 denim campaign

Gap has unveiled its autumn 2025 Better in Denim campaign, fronted by global girl group Katseye.
Fashion : Nostalgia : Pop Culture
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN