The Marine Corps, The Few. The Proud. The Marines. slogan may be marching off into the sunset.
According to the Marine Times, the corps is considering a new national ad campaign to promote the elite fighting force. The new campaign may start sometime next year,
“The Few, The Proud’ does a great job distinguishing ourselves from the other branches and making us prestigious to recruits, but it doesn’t say anything about what we do or why we exist,” Lt. Col. John Caldwell, a spokesman for Marine Corps Recruiting Command, told the Marine Times.
J.Walter Thompson, the advertising agency, told the publication that the slogan has been in use since 1977 but that it’s not the only recruiting slogan the service has used during that time. If Everybody Could Get In The Marines, It Wouldn't Be The Marines and We’re Looking for a Few Good Men were also used.
What replaces The Few. The Proud. will emphasize how the Marines are unique from the other military branches, Caldwell told The Times.
“The new products are going to frame everything that we do as a fight — a fight that we intend to win,” Caldwell is quoted as saying.