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Jewelry Chain Drops Well-Known Tagline, Rolls Out a New One

The campaign celebrates devotion in its many forms.

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Jared is dropping its well-known “He Went To Jared” tagline.

Taking its place in advertising campaigns will be “Dare To Be Devoted,” advertising publication Campaign US reports.

The campaign celebrates devotion in its many forms, Alan Gravely, vice president of marketing and ecommerce for Jared, told the publication. That includes interracial and same-sex couples and couples of various ages.

“For those who are already devoted, this will be validation,” he said. “For those who are unsure, it’s an invitation.”

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The slogan, the work of creative agency McKinney, is debuting in a series of TV placements. It will also have a presence in other media.

Read more at Campaign US

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