TORONTO — Avid Life Media Inc., the parent company of Ashley Madison, on Tuesday rebranded itself as Ruby Corp. in an apparent attempt to soften its image amid a drive to push past the infidelity market.
"It's a new day at Ruby and renaming our [brand] is an important step in our journey to completely rebuild the company as a relevant, digital dating innovator that truly cares for our customers," newly appointed Ruby CEO Rob Segal said.
Segal also confirmed Ruby has officially dropped Ashley Madison's signature tagline: “Life is short. Have an affair.”
"It was a limiting label that's outdated and doesn't speak to the wide variety of connections people find on Ashley Madison," Segal said. "Close to 45 percent of our members are single, over 50 percent 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.”
The old tagline has been dropped from AshleyMadison.com and, as of today, replaced with “Find Your Moment.”
The brand's logo has also been updated — its well-known wedding ring icon and "hush" imagery has been replaced by a “modern, discreet” wordmark.
On Monday, Segal said the company will introduce a new global digital campaign and TV advertising in the U.S., U.K, Australia and Canada.
Watch an online preview of Ashley Madison's new TV advertising here.
The “Find Your Moment.” campaign takes an “understated approach to exploring life's unspoken moments in a series of three short stories — Hotel, Poly and Subway,” Segal said.
“All three ads are scored to the raw, acoustic melodies of U.K. artist Tom Rosenthal and feature no dialogue. Stylistically, the spots were filmed using a cinema aspect ratio for a quietly cinematic feel.
"People visit Ashley Madison to find sparks, butterflies and new experiences," said Segal, who noted the company will air a mix of 30- and 60-second spots.