Which campaign helped establish the global tradition of the diamond engagement ring, including the slogan 'A diamond is forever'?

• A. De Beers global campaign with the slogan "A diamond is forever."
• B. A local campaign in South Africa
• C. The Kimberley Process initiative
• D. A Coca-Cola endorsement

Answer: (A)

Advertising campaigns that shape cultural norms can turn a material item into a symbol of a life event. The global push linked diamonds with lasting love in a way that few other campaigns did. In the mid-20th century, De Beers introduced the enduring slogan “A diamond is forever,” framing a diamond as the ultimate expression of commitment and making an engagement ring feel incomplete without one. This message was so effective because it tied emotion to a tangible symbol, creating a universal expectation that a diamond belongs on an engagement ring and helping to drive sustained demand worldwide. Other options miss the mark because a local South African campaign wouldn’t establish a global tradition; the Kimberley Process is about preventing conflict diamonds, not marketing engagement jewelry; and a Coca-Cola endorsement has no direct relevance to diamonds or engagement rings.