I would say you about nailed it bro. Feeling to lazy to actually look up the exact facts. If just going by memory recalls. The diamond industry had fallen on hard times. So they called in a guy who was legendary for his advertisement campaigns.
The bacon industry some years prior was on the ropes and he had come up with a campaign to change bacon from dinner which is when it was mainly eaten back then to a breakfast food.
So it was WW2 and he came up with the slogan a diamond is forever, which of course a lot of gals were engaged cause a war was on.
So if my memory is not failing me I do believe it was something along those lines.
Apologies Lynx, my memory failed me it was Frances Gerety, she was the one who came up with the slogan a diamond is forever.
I attributed it to Edward Bernays, whose name I could not recall. However, he did save the bacon industry. He also came up with contest for companies, such as P&G had hired him to boost their soap sales. So he came up with a contest have folks buy their ivory bar soap and carve figurines or what have you out of it and then give prizes according to who won.
He came up with the Art in Industry medal. As well as the tobacco industry had come to him in the 20's and wanted to boost sales and figured they would be able to do so if women would just start smoking. Smoking was seen as masculine so women were avoiding doing so. So since women had just won the right to vote. He came up with a campaign saying that when women lighted up cigarettes they were lighting up the torch of freedom for their hard fought rights. He was hired by Coolidge to run his presidential campaign. Just a host of things and products he made big.
The most infamous thing though would be he was so successful that Josef Goebbels constructed his Ministry of Propaganda on the way he would use psychology to drive peoples buying habits.
So my apologies I got the two of them mixed up at it Frances Gerety who coined a diamond is forever and turned around the diamond industry.