debeers

This hand-raising campaign offered a free, original copy of the New York Times, printed on the marriage day 25 years ago.

De Beers “created” the 2-month salary guideline, the diamond as the traditional engagement stone, and the 3-stone (present past, and future) anniversary pendant. They wanted something special to target their 25th anniversary diamond necklaces to 800,000 Americans celebrating this milestone anniversary.

A personalized newsletter (below) would be mailed to targeted households to herald the promotion. Actual New York Times copies were to be picked up at local jewelers.

De Beers 25th wedding anniversary