Russian diamond mining giant Alrosa is the latest large industry player to enter the field of generic marketing of diamond jewelry.
The miner has launched an advertising campaign promoting diamond jewelry with a campaign based on engagement rings being presented to surprised young women.
Alrosa is playing on an emotional theme as it tries to coax Millennials into buying engagement ring.
The move is all the more unusual, since the diamond miner has always concentrated on its core activity of mining diamonds.
Now, however, it is aiming to persuade the public to buy diamond engagement and wedding rings via a video campaign and competition that looks for the most inventive ways of proposing. The winning idea will secure a diamond ring.
Alrosa presented a round, 0.70-carat, I-color, SI1-clarity polished diamond made by the Moscow Jewelry Factory, which acquires polished diamonds from Alrosa’s polishing unit, Diamonds Alrosa, to a man who proposed to his girlfriend during a break in a Russia-Sweden hockey match. The 12,000 spectators saw the ad which also gained social media attention.
Alrosa will reveal the results of its competition before Valentine's Day. There will be at least one winner of a diamond, similar to that presented previously.
Up to now, Alrosa's main contribution to generic marketing is via the Diamond Producers Association.
