{"id":48781,"date":"2022-12-02T17:05:16","date_gmt":"2022-12-02T17:05:16","guid":{"rendered":"https:\/\/one.sightlinemg.com\/armytimes\/uncategorized\/2022\/12\/02\/army-to-use-old-slogan-for-new-recruits\/"},"modified":"2026-08-08T04:18:14","modified_gmt":"2026-08-08T04:18:14","slug":"army-to-use-old-slogan-for-new-recruits","status":"publish","type":"post","link":"https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/2022\/12\/02\/army-to-use-old-slogan-for-new-recruits\/","title":{"rendered":"Army to use old slogan for new recruits"},"content":{"rendered":"\n

The Army is planning to launch a new marketing campaign next year using an old slogan \u2014 \u201cBe all you can be\u201d \u2014 to attract potential recruits.<\/p>\n\n\n\n

Maj. Gen. Alex Fink<\/a>, chief of Army enterprise marketing, hinted at a forthcoming brand refresh for the service in August.<\/p>\n\n\n\n

\u201cWe will be focusing a little bit more on Army brand work in the upcoming fiscal year,\u201d he said on a call with Army Times, noting conceptualization for the project began pre-pandemic in March 2020.<\/p>\n\n\n\n

Army\u2019s \u201cBe all you can be\u201d ads ran for over two decades starting in the 1980s, according to the Army Historical Foundation<\/a>. The public first saw the campaign during the 1981 New Year\u2019s college football bowl games.<\/p>\n\n\n\n

The magazine Advertising Age<\/i> ranked the \u201cBe all you can be\u201d campaign as the 18th best in a list of the top-100 marketing campaigns in the 20th century, the foundation added.<\/p>\n\n\n