'Army Strong' replaces 'Army of One'
Ad slogan changes to stress notion of self-improvement
Updated: 2:48 p.m. ET Oct 9, 2006
WASHINGTON - In its battle to win the hearts and minds of recruiting-age Americans, the Army is replacing its main ad slogan — “An Army of One” — with one it hopes will pack more punch: “Army Strong.”
The new approach, the fruit of a $200 million-a-year contract with a major advertising agency, was announced Monday by Army Secretary Francis Harvey. He said “Army Strong” will be the centerpiece of a multimedia ad campaign to be launched Nov. 9, timed to coincide with Veterans Day weekend.
Army officials acknowledge that recruiting during wartime is difficult, particularly with the Iraq war grinding on far longer than Bush administration officials expected and U.S. troops dying in battle almost every day.