Ashley Madison looks to shake off sleazy reputation

The controversial adultery website Ashley Madison is looking to shake off its bad reputation and win back people’s hearts with its first-ever TV ads and new tag line.

The site is abandoning its notorious slogan – “Life is short, have an affair” – for a new tag line, “Find your moment”.

In its latest press release, it has seen the adultery dating site repeatedly use phrases such as “open-minded experiences” and “find your moment”. It appears the company is now trying to position Ashley Madison as more than just a website for cheaters.

“Close to 45% of our members are single, over 50% are attached and they are interested in a wide range of experiences. While remaining true to our roots, Ashley Madison needs to evolve, grow and attune to modern sexuality in 2016,” CEO Rob Segal said.

In addition, the company’s corporate identity has been switched to ruby Corp from Avid Life Media.

Its newly appointed president James Millership said, “Modern relationships are multi-faceted”, and that’s why Ashley Madison chose ruby as its new name.

The rebranding follows a data hack in July 2015. Hackers calling themselves “Impact Team” leaked the personal information of some 32 million of the website’s users.

Starting on 18 July, the Toronto-based company will introduce a new global digital campaign and TV advertising in the US, UK, Australia and Canada.

The company has released three ads from the perspective of a woman in a hotel, a man in a subway car and a couple turned on by the idea of a threesome.

The Ashley Madison “moments” campaign was created by ruby’s in-house creative team.

However, Singapore-based The Commissioned’s CEO Melvin Yuan doesn’t buy the “rebrand” label saying the company has not moved away from infidelity at all.

It has picked fancier words – like ‘discreet relationships of all kinds …’ But it has remained the very same company, with the very same values, and the very same brand.

Seemingly, in its new guise, Ashley Madison is also trying to find its moment. What do you think about the makeover? Share your thoughts with us.

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