The Army launched a new marketing campaign Wednesday, March 8, 2023, built around the old slogan, “Be All You Can Be,” which was used in Army advertising from about 1981 to 2001.

WASHINGTON — For the first time since 2001, the U.S. Army has introduced a new brand that redefines what it means to “Be All You Can Be” for a new generation.

The U.S. Army is rebooting its '80s-era slogan "Be All You Can Be" in a new rebranding campaign, as part of an effort to turn around the service's most dismal recruiting environment in decades.

The Army rebooted the "Be All You Can Be" campaign hoping to replicate its success in the 1980s and 90s, when it had a 20-year run. No other Army campaign has matched its longevity.

The Army will launch a new marketing campaign next year built around the old slogan, “Be All You Can Be,” which was used in Army advertising from about 1981 to 2001.

A poster from the Army's second round of Be All You Can Be advertisements. (Army Enterprise Marketing Office/Army) After successfully salvaging the first campaign of the Army’s “Be All You Can ...

The Army launched its “Be All You Can Be” campaign in March with a price tag of $117 million. Shortly afterward came the arrest of actor Jonathan Majors, who was featured in two marquee ads.

“Be All You Can Be” and its accompanying jingle have proven to stand the test of time in ways that other Army recruiting slogans have not. Over the past two decades, the service has tried to ...

“Be all you can be” is making a comeback next March. ... The Army’s “Be All You Can Be” campaign debuted in 1981, and lasted for 20 years before the last ad ran in January 2001.

For more information on the Army’s new brand and the possibilities to “Be All You Can Be,” visit GoArmy.com. RELATED STORIES October 18, 2024 Army launches pilot to explore generative AI for ...

WASHINGTON — For the first time since 2001, the U.S. Army has introduced a new brand that redefines what it means to “Be All You Can Be” for a new ...