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The salutation of “We’re back!” doesn’t have the best track record in American popular culture. It was the line uttered by the evil spirit that grabs poor little Carol Anne in Poltergeist III. Advertising aficionados might recall that “We’re back” was also the slogan originally pitched to Apple in 1997—one that Steve Jobs proclaimed “stupid,” opting to go with “Think Different” instead.
And then came this summer, when “We are baaack!” rang in consumers’ ears yet again.
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