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Товар – ничто! Слоган – все!

9 августа 2018, 13:48

Для тех, кто любят ушами, ну, вы поняли, о ком я, слова значат многое…Грамотно сформулированные слоганы рекламной кампании – и сердце женщины, точнее, ее кошелек, а еще точнее, кошелек ее мужчины – у вас в кармане!

А кто лучше всего понимает женщину? Конечно, представительницы такого же прекрасного пола. И это прекрасно знали и понимали в компании N. W. Ayer&Son - первом полносервисном рекламном агентстве 20 века, одним из крупнейших проектов которого была рекламная кампания для «бриллиантового монстра» - De Beers - международной корпорации, основанной в ЮАР, занимающейся добычей, обработкой и продажей природных алмазов и украшений с бриллиантами, а также производством синтетических алмазов для промышленных целей.

Обо всем по порядку…Не так давно я начала читать книгу Аджы Рейден (женщины - ювелира,  историка, ученого) «Одержимые блеском». Одна из глав книги посвящена бриллиантам. И я никак не думала, что речь в этой главе пойдет об этом…

Аджа Рейден «Одержимые блеском»

Если очень кратко и ёмко то, полторы сотни лет назад бриллианты были редкостью, но с 1870 года все изменилось, когда в Оранжевой реке Южной Африки Эразм Якобс, пятнадцатилетний мальчик, нашел массивный алмаз неправильной формы. Повезло? А то, и это дало старт алмазной лихорадке – камни стали извлекаться из этой земли тоннами.

Местность близ Оранжевой реки заполонили шахты, большинство из которых (участков, на которых функционировали шахты), скупил за бесценок Сесил Джон Родс - основатель вышеупомянутой компании De Beers, став основным игроком в алмазном бизнесе Южной Африки.

И эти земельные сделки были сделками мечты, во всех смыслах, и в том,что алмазы на этих участках добывались тоннами год за годом, пока рынок алмазов не рухнул. И случилось это в 1882 году.

Сесил Джон Родс, основатель компании De Beers

Южноафриканские алмазы стали обыденными, спрос на них упал. Но решение проблемы нашлось именно Родсом – он сохранил свой бизнес, во-первых, контролируя поступление камней на рынок, создав искусственный дефицит алмазов, во-вторых, «убедив» покупателей в том, что алмазы и украшения с ними желанны, роскошны, редки, учитывая то, что реальное положение дел говорило об обратном.

Пудрить покупательские головы Родсу помогло рекламное агентство N. W. Ayer&Son и две его сотрудницы – Дороти Дигнэм и Френсис Джерети, которые явно знали, чем можно завоевать и подкупить женщину. Если осовременить их специализации, то Джерети была копирайтером, а Дигнэм – PR-менеджером.

Джерети и Дигнэм, располагая большими средствами заказчика всей рекламной кампании и креативом, внушили сотням женщин то, что бриллианты – их лучшие друзья, а на друзей – скупиться не положено.

Основной стратегией N. W. Ayer&Son было убедить девушек и женщин в том, что предложение руки и сердца без кольца с бриллиантом - не предложение. Причем, чем больше бриллиант, тем выше сила любви.

Они разработали саму идею кольца с бриллиантом в знак помолвки. Видимо, эти женщины были ярыми феминистками, раз так «насолили» кошелькам мужчин всех поколений. А 1947 году Френсис Джерети был создан «слоган века» - «Бриллиант – это навсегда». И он тут же был взят в оборот. И он является слоганом компании De Beers до сих пор.

Рекламный плакат De Beers

Слоган «A diamondis forever» («Бриллиант - навсегда») красовался на всех плакатах De Beers с изображениями кинозвезд в украшениях компании, которые, зачастую, отдавались актрисам и большим светским личностям бесплатно в качестве рекламы.

Большие деньги платились СМИ, чтобы они писали и показывали звезд и крупных личностей в этих украшениях с бриллиантами, чтобы фиксировали моменты дарения этих украшений, предложений руки и сердца. Слово «бриллиант» появилось в названиях фильмов, с участием драгоценных камней снимались отдельные сцены кинокартин.

Кроме того, сотрудники N. W. Ayer&Son следили за тем, чтобы бриллианты носились актрисами и вне экрана. Бриллианты были во всех журналах, газетах, на всех экранах, и простым женщинам тоже захотелось ими обладать.

Жесткая пропаганда бриллиантов привела к тому, что даже сейчас в наших мозгах сидит восприятие того, что бриллианты – это круто, это потребность, и что иметь их – престижно. А в De Beers всего лишь хотели продать камни, что были в избытке, причем,даже мелкие и неказистые. И у меня, кстати, есть помолвочное кольцо из белого золота с маленьким бриллиантом. Да, и мои мозги были промыты отголосками наиуспешнейшей рекламной компании N. W. Ayer&Son для алмазного бренда De Beers.

Реклама украшений De Beers

Если в 20 веке De Beers была монополистом мирового алмазного рынка, то сегодня, по данным lenta.ru: «Алмазная отрасль стоит на трех китах - «Алроса» (Россия), De Beers (южноафриканская «дочка» Anglo American с формальной пропиской в Лондоне) и Rio Tinto (британско - австралийская корпорация).

На них приходится примерно 70 процентов всех добытых в мире алмазов. Доля российской компании составляет около 28 процентов глобального производства. «Алроса» является крупнейшим мировым производителем алмазов в каратах, но уступает De Beers по размеру выручки.

Корпорация De Beers в прошлом веке выдавливала конкурентов всеми возможными способами: начиная от скупки прямых конкурентов и заканчивая давлением на несогласных. De Beers не стеснялась пользоваться монопольным положением, выбрасывая на рынок тонны алмазов, чтобы выдавить с рынка конкурентов, после чего скупала их обратно по заниженной стоимости, чтобы перепродать подороже.

Однако развитие антимонопольного законодательства, поддержка конкуренции вынуждали южноафриканскую компанию сокращать свою долю и следовать правилам. В итоге доля De Beers на мировом рынке упала с 90 процентов в 1980 году до 38 процентов в настоящее время».

Но, тем не менее, именно благодаря De Beers, бриллианты все еще желанны. И сегодня этот бренд и его украшения на плаву и на высоте. Вы только посмотрите на роскошные ювелирные новинки компании для сезона осень-зима-2018!!!

Браслет De Beers с цветными бриллиантами, 2018 год

De Beers, украшения из коллекции «EnchantedLotus» - 2018

De Beers, кольцо из коллекции «Aria» -2018

 

Автор: Татьяна Щапова

 

 

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