A slogan is defined as a memorable phrase which is used by companies to increase awareness of - and demand for - products or services. These memorable phrases appeal to members of the general public and are used as a form of advertising. Typically four to seven words long, slogans must be catchy and interesting to get the attention of people.
Today, many of the slogans that we hear about are (or were) used by very popular companies. Some of these slogans include "Be all that you can be," "Let your fingers do the walking," "Taste the rainbow," "When it rains, it pours!," "Finger lickin' good," "Leave the driving to us" and "It keeps going... and going... and going."
The greatest slogans do a lot more than just get consumers' attention - they get people involved. There are some which are so popular, many people have included them in their day-to-day conversations.
These slogans come from many of the products that we use on a daily basis, but how well do you know the slogans that you hear and see all around you? If you would like to see how many of them you can correctly identify, then you should take this quiz!
In 2003, McDonald’s launched a global campaign with their tagline “I’m Lovin’ It.” This slogan is inspired by a song of the same name, which was written by Pusha T and sung by Justin Timberlake, as part of NSYNC’s album.
In 1973, Ilon Specht was a 23-year-old copywriter when she came up with the four iconic words for a L’Oreal advertisement: “Because You’re Worth It.” This slogan has been used since then as part of the branding and campaign ads for the company.
This slogan came about in the 1950s after a viewer called to complain about a businessman, Pete Harman, licking his fingers whilst eating chicken in an advertisement. The manager’s response - “It’s finger lickin’ good” - quickly became KFC’s slogan.
The “Eat Fresh” slogan was part of Subway’s efforts to emphasize the use of fresh vegetables, bread and other ingredients to create delicious custom-made sandwiches for consumers. This slogan was launched in the early 2000s.
Nike’s 1988 “Just Do It” slogan allegedly has a very dark history. Recognized as the tagline for the athletic wear company, the slogan was actually inspired by the last words of serial killer Gary Gilmore before his execution - “Let’s do it.” A decade later, Dan Wieden used those words as Nike’s tagline, switching the word "Let’s” to “Just.”
"Think Different,” the slogan for the tech company Apple, was launched during the late 1990s. It has been featured in print media and popular advertisements and has also been at the center of several controversies regarding its creation and development.
Since the 1900s, Maxwell House has been using the tagline “Good to the last drop” to describe their coffee. It has been said that 26th U.S. President Theodore Roosevelt was the one who described the coffee as such, after having a cup at The Hermitage, the estate of Andrew Jackson.
JWT London is credited for Kit Kat’s slogan - “Have a break, have a Kit Kat” - which was introduced in 1958. Donald Gilles was the executive who created the catchy line, which is still referenced today by many Kit Kat lovers.
In 2013, BMW announced that their new slogan, “Designed for driving pleasure,” would be launched with an ad campaign. The first ad featured the BMW Concept 4 Series Coupé, using ropes to create a sense of motion blur.
Bounty’s famous tagline "The quicker picker upper" was launched on television in the 1970s, when the late actress Nancy Walker advertised the popular paper towels. The company continues to use this tagline.
In 1971, Barry Manilow wrote the famous “Like a good neighbor” jingle for insurance company State Farm. This tagline, which was kept for decades, was ditched in 2016, when the company rebranded and adopted a new slogan - "Here to help life go right.”
“Betcha can’t eat just one” is probably one of the most realistic campaign slogans you’ve heard, simply because it is so very true. This slogan, which was introduced in 1963, is the tagline for Lay’s Potato Chips. Have you ever eaten just one?
“America runs on Dunkin'” is a campaign slogan that’s meant to suggest that Dunkin' Donuts keeps Americans energized as they go about their daily lives. The slogan was created by advertising agency Hill Holiday.
The “Maybe she’s born with it. Maybe it’s Maybelline” slogan originated with the 1991 campaign for Maybelline. This new ad campaign began as part of Maybelline’s efforts to brand itself as alluring and glamorous. More than 30 million was spent on advertisements and modernizing their products.
More than 20 years ago, Jeff Goodby of Goodby, Silverstein & Partners created one of the most famous slogans - “Got milk?” The two-word tagline may be short and simple, but it brought life to the California Milk Processor Board’s product.
In the late 2000s, soft drink company Dr Pepper launched their slogan “What’s the worst that could happen?” as part of their effort to appear youthful and trendy. This somewhat backfired when their campaigning strategies were linked to explicit videos and other social media frenzies.
Jaguar’s 1950s “Grace, Space, Pace” slogan was ideal - it incorporated the company’s brand and the values that they believe in. The advertisement campaign that followed informed potential customers of what was to be expected from a Jaguar.
Mastercard’s brilliant campaign appealed to everyone as a potential customer who could use their Mastercard to purchase just about anything they desire. This powerful slogan - “There are some things money can’t buy. For everything else, there’s Mastercard” - was launched in 1997 and created by McCann-Erickson.
"The New York Times" has used the slogan “All The News That’s Fit to Print” since it was created in 1897. This slogan is meant to signify the company’s dedication to publishing news items in an unbiased manner.
Panasonic Corporation is recognized by their global brand slogan, “ Ideas for Life,” which was adopted in 2003. The company decided to adopt one particular brand name in order to create a sense of unity that would allow them to compete with other Japanese and Korean corporations.
D'Arcy Masius Benton & Bowles is credited with Skittles’ 1994 tagline “Taste the rainbow,” which is still used to this day. This slogan speaks to the array of colors and flavors that the candy is sold in, similar to the wide range of colors seen in a rainbow.
Energizer is one of the leading manufacturers of batteries worldwide. Their slogan “it keeps going, and going, and going…” and popular advertisements featuring a pink animated bunny are catchy and on point. After all, rabbits are usually energetic and full of life.
Zurich is an insurance company that understands how unpredictable life can be. Their slogan, ”Because change happenz,” encourages people to buy insurance in order to be safeguarded against any unforeseen disaster or unfortunate life circumstance.
Red Bull’s ingenious marketing campaign featured the launch of their slogan - “it gives you wiiiiiings!” Their television adverts are convincing and assure viewers that consuming their energy drink will give them the boost they need.
Tony the Tiger, the Frosted Flakes mascot, is known for belting out “They’re gr-r-r-reat” in the television advertisements for the cereal. The ads appeal to children, offering a fun and delicious breakfast choice.
“Imagination at Work” is a 2003 slogan launched by the U.S. billion-dollar corporation, General Electric Company. This replaced their previous slogan, “We bring good things to life,” which the company used for 25 years.
The U.S. Marine’s Corps' 1977 slogan is a short tagline speaking about those brave soldiers of the U.S. Marines. In 2016, it was announced that they would be replacing the slogan with a simple mention of their name, to create greater impact.
In 1913, tobacco company R.J. Reynolds launched a slogan to advertise their Camel cigarette - “I’d walk a mile for a Camel.” The ad is a play on words of how irresistible the cigarette is, while making reference to the long distance camels are known to travel.
When AT&T launched the “Walking Fingers” symbol, they did not take any steps to protect it by copyright or trademark. Instead, it has been printed on many telephone directories and the Yellow Pages with the words “Let your fingers do the walking” through the pages.
“Once you pop, you can’t stop” spoke to the irresistible, crunchy potato chips that make you crave more with every bite. Pringles capitalized on the savory snack and created just the right slogan to advertise it.
AT&T’s former slogan was designed to create a feeling of connectedness among individuals. It was AT&T’s way of urging customers to pick up the phone to “Reach out and touch someone.” Currently, the company uses the slogan “More for your thing. That’s our thing.”
Campell’s “Mmm mmm good” slogan has been in existence since the 1930s, when it was used to market Campbell's as the perfect broth to battle off the flu or keep you warm on a cold night. The company offers a variety of options, including vegetable soup and cream of broccoli.
Some of the very first ads released as part of the Gilette brand targeted men all over the world to purchase the razors that are “The best a man can get.” This campaign was launched in 1989.
Since 1993, Tesco has used their famous but modest slogan “Every little helps.” What started off as a highly advertised campaign has transformed the company into an admirable one, noted for its interest in giving back to others.
During the conservative 1980s, marketing company Doyle Dane Bernbach (DDB) launched the slogan for the Perfume-Chanel No. 5 - “Share the fantasy.” Surprisingly, the sophisticated advertisement was well received by the public.
M&Ms sweet colorful candy has existed since the 1940s and has been described in their campaign as “Melts in your mouth, not in your hand.” This famous slogan was trademarked in 1954.
Global brewer, Carlsberg Group, coined the modest tagline ”Probably the best beer in the world” and have been using it since the 1970s. However, in 2011 the company ditched the long-time line for “That calls for a Carlsberg.”
Ed Goodman of Foote, Cone & Belding came up with the Hallmark slogan after one of the founding brothers contacted the company in 1944. “When you care enough to send the very best” received a favorable response and added a personal touch to the Hallmark cards.
We have all heard the common expression “When it rains it pours” in reference to the domino effect that seems to occur after one misfortune has taken place. Morton chose this iconic phrase in the early 1900s to advertise salt.
“The world’s local bank” is a tagline that is synonymous with the international bank HSBC. The financial crisis forced the closure of many of their branches worldwide. Thus, in 2011 the company made efforts to drop their famous tagline since they no longer had a “local” branch in many countries.