Officials with Marine Corps Recruiting Command say, they are looking into the possibility of changing the tagline, as the Corps is currently working on its upcoming advertising campaign.
The Marine Corps’ ad agency, J. Walter Thompson, is creating campaign material that’s reportedly based on three concepts.
Marine Corps spokesman, Lt. Col. John Caldwell says those three ideas are: “Fighting self-doubt to become a Marine, fighting the nation’s battles and fighting for what’s right in our communities.”
“The new products are going to frame everything that we do as a fight — a fight that we intend to win,” Caldwell told Marine Corps Times.
The goal behind the new campaign is to clearly define who US Marines are and what they do, as well as, to emphasize their “irreducible fighting spirit.”
While the old slogan captured the essence of an ‘elite fighting force’ as did the other taglines in use at the same time, such as, “We’re Looking for a Few Good Men,” officials say they believe the Marine Corps may have outgrown the current slogan.
Caldwell says the new campaign has nothing to do with finding a slogan that’s more inclusive to women.
The campaign proposal will likely be submitted to senior leaders for approval late this year or in early 2017, the Times article said.
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