The controversial adultery website Ashley Madison is looking to shake off its bad reputation and win back peopleâs hearts with its first-ever TV ads and new tag line.
The site is abandoning its notorious slogan â âLife is short, have an affairâ â for a new tag line, âFind your momentâ.
In its latest press release, it has seen the adultery dating site repeatedly use phrases such as âopen-minded experiencesâ and âfind your momentâ. It appears the company is now trying to position Ashley Madison as more than just a website for cheaters.
âClose 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,â CEO Rob Segal said.
In addition, the companyâs corporate identity has been switched to ruby Corp from Avid Life Media.
Its newly appointed president James Millership said, âModern relationships are multi-facetedâ, and thatâs why Ashley Madison chose ruby as its new name.
The rebranding follows a data hack in July 2015. Hackers calling themselves âImpact Teamâ leaked the personal information of some 32 million of the websiteâs 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 âmomentsâ campaign was created by rubyâs in-house creative team.
However, Singapore-based The Commissionedâs CEO Melvin Yuan doesnât buy the ârebrandâ label saying the company has not moved away from infidelity at all.
It has picked fancier words â like âdiscreet relationships of all kinds âŠâ 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.