World Gold Council Unveils New Slogan

First, nothing felt like real gold.

Then nothing glowed like gold.

Now gold has become "the one language everyone understands."

That's the slogan for a new "Speak Gold" campaign announced by the World Gold Council, the equivalent of De Beers' Diamond Promotion Center.

The group dropped its "Glow with Gold" slogan because it felt that it did not have the depth and resonance of De Beers' "Diamonds are forever" slogan launched in 1948. Whether the new catch-phrase will work, or was even needed, remains to be seen.

U.S. gold jewelry sales hit $16.3 billion in 2003, a modest gain of 2.5% over the preceding year. However, unit sales rose nearly 4% - even though the average unit price declined 1.3% to $76.17. Considering the times, these figures seem fairly upbeat. But apparently the Council thought otherwise.

Now it has pledged to spend $18 million worldwide for a largely motivational advertising campaign that will remind consumers in America, Europe and Asia (China especially) that gold has timeless appeal and value. This is, of course, the same pitch De Beers has been making for diamonds. As with De Beers, the campaign will be seen more on outdoor billboards and indoor posters than on TV screens. These ads cost less and can be viewed repeatedly by shoppers, commuters and travelers - the people most likely to have the money to spend on the products they see.