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Avid Life Media rebrands, readies new Ashley Madison campaign

Toronto-based Avid Life Media, parent company of dating website, has rebranded as Ruby. The company has also begun a rebranding initiative for the site, including a new logo and the tagline, "Find Your Moment." The new branding will be introduced with an international advertising campaign breaking July 18. The campaign will consist of television and digital advertising in the US, UK, Australia and Canada. Called "Moments," the campaign comprises three executions that are intended to be understated and cinematic in feel. The initiative was developed in-house.

"Modern relationships are multi-faceted and that's why we chose Ruby as our new name," said company president James Millership. "We like that Ruby has a sensual, feminine quality, connotes value and fits with the fresh start our company is undergoing."

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