Which language learning product's marketing campaign famously rebranded a traditionally academic tool as an essential lifestyle product with the slogan "Words Matter" in 2012?

The world of language learning and linguistic tools has seen some remarkable marketing campaigns over the years. From catchy slogans to innovative brand positioning, dictionary publishers and language learning platforms have found creative ways to stand out in a competitive market. This trivia question explores one of the most successful rebranding campaigns in linguistic product history that changed how we think about language learning tools.

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Oxford English Dictionary's mobile app launch
Merriam-Webster's digital platform redesign
Rosetta Stone's transition to subscription model
Duolingo's gamification relaunch