Jul 16, 2004

Jeweller taps into women's passion

Just Gold-Just Diamond has kicked off a US$3 million TV-led advertising campaign, supported by print, outdoor and POS. The Leo Burnett-developed campaign uses the theme 'The religion of beauty' as a communication platform.

According to Burnett group brand director Ruby Lee The brand evolved from 'True women' in the '90s to the recent 'Women's privileges'. Women's devotion to beauty is so intense that it could be likened to a religion. By endowing the brand with a mesmerising, religious glamour, the new TVC elevates Just Gold-Just Diamond to the status of an international brand, rather than a local jeweller. In Hong Kong and China, the brand competes with the likes...

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