DeBeers: "I will" will become "I do", if you’re lucky?
I saw the below DeBeers ad tagline today and found its message to be confusing:
“Today almost 12,000 American men will ask someone to marry them. Next year, for over 2 million American couples, “I will” will become “I do.”
Assuming proposals per day is consistent throughout the year, this means an abysmally low 46% proposal-to-marriage conversion rate. Unless, I guess, “American couples” excludes American men paired with non-American women. Maybe the conversion rate is higher, and it’s just that DeBeers is capitalizing on a booming mail-order bride industry?
So there might be two messages in this ad:
“Dude, your chances are slim already, don’t go for the dinky ring. Go big and keep your receipt.”
“Dude, your chances are slim. Just in case she says no, why don’t you look at the classifieds at the back of this publication before you return that ring?”
Or maybe the ad isn’t targeted at men, but rather at women, and the message is:
“Don’t be afraid to say no if the diamond is too small. After all, 54% of your peers have said it. Maybe you should dump him and, instead, pick up these gigantic earings for yourself. ”
Congrats to all my close friends who’ve recently made it past that huge hurdle, and are that much closer to turning “I will” into “I do”.
