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Toronto-based Avid Life Media said it is shedding its name and rebranding as Ruby Corp.

The changes are part of a rebranding campaign that was announced last week by the Toronto-based company, which hired new senior management in April to replace founder Noel Biderman, who left in August.

Avid lost about a quarter of its annual revenue last year after a security breach last summer exposed names and financial information about millions of purported Ashley Madison clients.

Some advertisements themselves rise to the level of memorable slogans.

The 1971 "Hilltop" ad featured a song with the words "I'd Like to Buy the World a Coke." Although that wasn't an actual slogan (the ad in fact was part of the "It's the Real Thing" campaign), the ad and song lyrics are still so well known today that the lyrics are considered a slogan to many.

The company that owns the Ashley Madison dating website has dropped the signature tagline: “Life is Short. ”Ashley is now going with the tagline: “Find your Moment!

”In addition, the company’s corporate identity has been switched to Ruby Corp., from Avid Life Media.

Singles Net was also acquired by in February 2010, adding to's collective portfolio of domestic and international online dating brands.