Marketing can change the world. Products that start from humble backgrounds can be turned into overnight sensations with the right campaign. In this post, we delve into two products – both items synonymous with luxury and the upper class BUT these items did not always warrant that reputation. Diamonds, once considered merely precious stones, became icons of everlasting love and commitment through De Beers’ ingenious marketing campaigns. Likewise, lobsters, once perceived as food only fit for criminals, underwent a culinary transformation to eventually become a sought-after delicacy on the East Coast through strategic marketing efforts. These stories remind us of the transformative power of effective marketing, turning items from nature into symbols of prestige, desire, and even envy throughout the world. A rocky history and clawing their way to greatness

Lobsters have been a staple in New England cuisine since fishing was practiced in the U.S.

Prior to being a “fancy food”, lobsters washed up on shores and were given to prisoners or other indigent folks in the local communities. Native Americans even used lobster carcasses as fertilizer for crops.

When railroads expanded transcontinally across the U.S., lobsters were introduced to train passengers as an exotic meat. The popularity of this protein eventually moved out of train cars and into restaurants, first into salad bars then as entrees. During World War II, beef and pork proteins were rationed, but not lobster – which made it a common meat source replacement.

These days lobsters are one of the most, if not the most expensive dishes you can buy at fancy restaurant,s and the reason for its price point is not just solely due to marketing, but other factors as well. Lobsters are high-maintenance creatures, and farming them is an arduous process. Shipping them from their source requires lots of ice to prevent spoilage and they must be boiled live before being served due to enzymes in the flesh that turn acrid as soon as the lobster perishes. Not to mention, lobsters do not play nicely with each other, hence why thick rubber bands are put on their claws to prevent premature death.

Diamonds are a Girl’s Best Friend

Wedding and engagement rings have been used as symbols of fidelity and the institution of marriage for centuries, however, diamonds were not always the first choice for sealing the deal of marriage.

In the 19th century, mined diamonds were not only plentiful but had a surplus supply in Western and Southern Africa. De Beers owned about 90% of the market in 1890. By the early 1900s, diamonds weren’t seen as prestigious due to being widely available. This led to a marketing campaign led by Ernest Oppenheimer (who bought his way onto the De Beer’s chairman board position) to coin the phrase, “A diamond is forever”. Contrary to popular belief, diamonds are not infallible and are capable of wear and tear, but facts didn’t dissuade the public. Everyone started to buy engagement and wedding rings for their partners to set in stone (heh!) their commitment to each other.

While people in recent years have opted for more ethical jewelry choices, the prestige of having a genuine diamond ring still rings true for many, especially with its “timeless” message associated with everlasting love.

In conclusion

The history of marketing is a captivating narrative that demonstrates the profound influence businesses can have on our culture and desires. De Beers’ iconic campaign turned diamonds into timeless symbols of love, while the reinvention of lobsters transformed them from a simple staple to an extravagant indulgence. These stories serve as a testament to the extraordinary power of marketing to shape our tastes and perceptions. So, the next time you slip a diamond ring onto your finger or savor a sumptuous lobster dinner, remember that behind these experiences lies the magic of marketing, molding our world in unexpected ways.