Which dictionary brand dramatically increased its market share in the early 2000s with the tagline "The language mavens" and a campaign highlighting linguistic expertise?

In the world of language and linguistics, marketing strategies can make or break a product's success. Companies often employ clever linguistic techniques to create memorable brand identities or to position their products effectively in multilingual markets. This trivia question explores a famous language-related marketing campaign that revolutionized how we think about dictionary brands and their market positioning.

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Oxford University Press with their "Language First" campaign
Merriam-Webster with their "Dictionary People" campaign
Cambridge Dictionary with their "Words Matter" initiative
Collins Dictionary with their "Living Language" rebranding