Rosetta Stone Turns to Vice to Reinvigorate Its Language Education Brand
Photo Credit: The home page of Rosetta Stone's Smaller World campaign. Rosetta Stone / qapp
Skift Take
Rosetta Stone has recently made major changes to its products, but it's now learning how to speak the language of a younger customer set for whom the changes will benefit most.
Rosetta Stone, arguably the most well-known language learning software in the game, is in the midst of a marketing rebirth.
Founded in 1991, the product was long marketed as the most effective self-teaching tool for travelers and diplomats, but it has recently started to face real competition from a number of startups -- like Duolingo -- that make the process more intuitive and more fun for users.
In what looks like an attempt to recapture a younger customer, the company, in addition to several core product changes, is running several campaigns that rebrand its service as a step towards having deeper advent
