
The Navy Times is reporting the Navy has announced its newest recruiting slogan, “Forged by the Sea,” the result of over 18 months of research, development, and focus group testing. The new slogan will be introduced as part of a public relations campaign and aired during Saturday’s Army-Navy football game.
“For more than 200 years our Sailors have been tested and shaped by the sea,” Navy Recruiting Command leader Rear Adm. Pete Garvin said in a release. “Our new tagline perfectly captures the transformative impact the Navy and the sea has on our Sailors.”
The Navy contracted with marketing and communications agency Young & Rubicam, “to create an enduring and authentic brand identity, tagline and unified marketing strategy to inspire and motivate potential recruits to join,” according to the release. The new campaign’s commercials and other work cost about $10 million.
“FBTS” was unanimously selected by focus groups consisting of Centennials, the intended audience, but also included current enlisted and officer personnel, Navy veterans and others. This is the 10th slogan adopted by the Navy in the past 45 years, and replaced “A Global Force for Good.”
Watch for it during the second quarter of the Army-Navy game. I’ll keep my opinion to myself, but it certainly is an improvement over the last slogan.






