Other Lessons in This Course
- The Best Company Slogans of All Time!
- How to Make Homemade Stress Balls
- Top 10 Advertising Jingles of All Time
- The Best Company Slogans of All Time!
- History of TV Ads
- What are the Different Versions of USB
- Types of USB Flash Memory
- How to Motivate and Retain Your Employees
- Different Types of Portable Chargers
- What is Branding and Why is It Important?
- The Truth About Made in the USA Products
- Are Water Bottles Bad for the Environment?
- How to Recycle Pens and Pencils
- Trade Show Etiquette for Presenters & Attendees
- How to Make Your Own Tote Bag
- How Cell Phones Affect Business & Advertising
Companies get our attention in many ways. They put billboards along the highway, run commercials during the Super Bowl, or print their logo on pens or stress balls. The best brands, though, know that a good slogan may be all it takes to really make an impact.
What are some of the best slogans in advertising history? Why are they effective? Let’s dive into the most influential and recognized taglines of all time!
Iconic slogans stand the test of time and can be used outside of the brand. For example, Nike’s “Just Do It” can be said by anyone – whether it’s a coach encouraging their athlete to do another rep at the gym or the head honcho of a company asking their accounting team to calculate a new sales tax law.
A slogan can also be thought of as a promise a company stands behind – like you’ll “open happiness” every time you drink a Coca-Cola or Fed-Ex will “absolutely, positively” have your items overnight if needed. The idea is to make the public think about what your brand offers and not just about the brand itself.
50 Popular Business Slogans
Slogans are a popular way to advertise, especially for major brands like Apple and McDonald’s. The most popular business slogans of all time include:
- 1. Adidas – Impossible is nothing
- 2. Ajax – Stronger than dirt
- 3. Airbnb – Belong anywhere
- 4. Alka Seltzer – I can’t believe I ate the whole thing
- 5. Allstate – You’re in good hands
- 6. American Express – Don’t leave home without it
- 7. Apple – Think different
- 8. Avis – We try harder
- 9. BMW – The ultimate driving machine
- 10. Bounty – The quicker picker-upper
- 11. Burger King – Have it your way
- 12. Campbell’s Soup – Mmm, mmm good!
- 13. Capital One – What’s in your wallet?
- 14. Chevrolet – The heartbeat of America
- 15. Clairol – Does she or doesn’t she?
- 16. Coca-Cola – Open happiness
- 17. De Beers – A diamond is forever
- 18. Disneyland – The happiest place on earth
- 19. Dunkin’ Donuts – America runs on Dunkin’
- 20. Energizer – It keeps going… and going… and going
- 21. Facebook – Move fast and break things
- 22. Fed-Ex - When it absolutely, positively has to be there overnight
- 23. Frosted Flakes – They’re grrrrrrreat!
- 24. Gatorade – Is it in you?
- 25. Geico – So easy a caveman can do it
- 26. General Electric – We bring good things to life
- 27. Google – Don’t be evil
- 28. John Deere – Nothing runs like a deer
- 29. Kay Jewelers – Every kiss begins with Kay
- 30. Kentucky Fried Chicken – Finger lickin’ good
- 31. Lexus – The relentless pursuit of perfection
- 32. L’Oreal – Because you’re worth it
- 33. Lay’s Potato Chips – Betcha can’t eat just one
- 34. M&Ms – Melts in your mouth, not in your hands
- 35. Maxwell House – Good to the last drop
- 36. McDonald’s – I’m lovin’ it
- 37. Morton Salt – When it rains, it pours
- 38. Nike – Just do it
- 39. Pepsi – The choice of a new generation
- 40. Rice Krispies – Snap! Crackle! Pop!
- 41. Skittles – Taste the rainbow
- 42. Sprite – Obey your thirst
- 43. Timex – Takes a licking and keeps on ticking
- 44. Trix Cereal – Trix are for kids
- 45. United Airlines – Fly the friendly skies
- 46. UPS – What can brown do for you?
- 47. Verizon Mobile – Can you hear me now?
- 48. Volkswagen – Think small
- 49. Wendy’s – Where’s the beef?
- 50. Wheaties – The breakfast of champions
The slogans featured here are extremely popular and can be recalled by customers with little thought. Some are better than others, but no matter what, they are the slogans that people know. While some companies have multiple slogans, or change theirs over time, these are the ones that are forever cemented in popular culture.
What Are the Top Slogans of All Time?
The best slogans in history are not only popular, but also marked by a timeless appeal that’s hard to replicate. Some are serious in tone, while others are more lighthearted and fun. The top advertising slogans of all time are:
- 1. Nike – Just Do It
- 2. Apple – Think Different
- 3. Wendy’s – Where’s the Beef?
- 4. Coca-Cola – Open Happiness
- 5. L’Oreal – Because You’re Worth It
- 6. M&Ms – Melts in Your Mouth, Not in Your Hands
- 7. De Beers – A Diamond is Forever
- 8. Wheaties – The Breakfast of Champions
- 9. Dunkin’ Donuts – America Runs on Dunkin’
- 10. Verizon – Can You Hear Me Now?
Nike - Just Do It
History: “Just Do It” has a dark history that starts in Utah State Prison, where 36-year-old Gary Gilmore was on death row. Nike’s ad exec at the time, Dan Wieden, thought the brand needed a tagline for their next campaign and remembered Gilmore’s final words: “Let’s do it.” He fused the phrase with Nancy Reagan’s “Just Say No” campaign, and the rest is part of advertising history.
Impact: Colin Kaepernick, the football star behind the “take a knee” controversy, became the face of Nike’s campaign in 2018. This elevated the slogan from just a selling point for the brand to a bona fide political statement.
Apple – Think Different
History: Steven Spielberg, Sting, and many other creative people were using Apple products when the brand was in need of a new slogan. This prompted ad agency TBWA/Chiat/Day to come up with a phrase that marketed to individuals who had bold visions and daring thoughts.
Impact: Steve Jobs mentioned “Think Different” in his presentation at an expo called Macworld. His words had a huge impact on the audience, causing Apple to become one of the bestselling brands of all time.
Wendy’s – Where’s the Beef?
History: Clare Peller is the famous old lady who critically asked, “Where’s the beef?” in the original ad, which was created by New York agency Kaplan Thaler Group. The slogan has gone on to become a popular idiom that’s used when anything, not just hamburgers, is lacking substance.
Impact: “Where’s the beef?” was such a hit that Wendy’s made mugs, t-shirts, and beach towels featuring the signature phrase. It also led to a record $76.2 million in sales the following year.
Coca-Cola – Open Happiness
History: Coca-Cola is a brand of many slogans, but “Open Happiness” is the one that best represents the digital age of marketing. The campaign debuted during Super Bowl XLIII and quickly went viral, showing a series of vending machine hacks in a variety of locations, from a college campus in New York to a mall in Pakistan.
Impact: In a world consumed by social media, “Open Happiness” had a significant impact. The campaign’s Facebook page ended up getting over 50 million likes before the slogan was replaced with “Taste the Feeling.”
L’Oreal – Because You’re Worth It
History: Joanne Dusseau was the first model to use “Because you’re worth it” in a L’Oreal ad, and since then, it has become a strong feminist statement. The tagline was written by 23-year-old copywriter Ilon Specht of a marketing agency called Third Avenue in New York City.
Impact: In 2012, L’Oreal Paris USA released a mini documentary about the history of their slogan. The company’s CEO, the original spokesmodel, and even Beyoncé Knowles talk about the empowerment behind the campaign.
M&Ms – Melts in Your Mouth, Not in Your Hands
History: Ted Bates & Co., an advertising firm in Chicago, came up with this trademark slogan. The first commercial to use the phrase showed a man hiding M&Ms in his hands and then uttering the famous words. At that point, the milk chocolate candies had already been on the market for over 10 years!
Impact: “Melts in Your Mouth, Not in Your Hands” was voted America’s favorite slogan in 2014. The phrase highlights a unique feature of M&M's - their colorful protective shell.
De Beers – A Diamond Is Forever
History: Frances Gerety, a copywriter with N.W. Ayer, wrote “A Diamond is Forever” to highlight the emotional impact of receiving a ring. At the time, women were hired to write ads for only products designed for women.
Impact: The Great Depression caused sales to be down for diamonds in the early 1930’s. The campaign completely turned things around, and by 1951, 80% of brides in the United States wore a diamond created by the company.
Wheaties- The Breakfast of Champions
History: Knox Reeves, an ad exec from Minnesota, coined the phrase “Breakfast of Champions” to go along with the cereal’s sponsorship of a minor league team in Minnesota. From there, athletes like Lou Gehrig, Larry Bird, and Magic Johnson made an appearance on the box.
Impact: The Wheaties brand was praised for featuring strong role models on their packaging and encouraging kids to be active. It’s no wonder collectors are willing to pay as high as $100 for an original box!
Dunkin’ Donuts – America Runs on Dunkin’
History: Hill Holliday, a creative agency in Boston, came up with “American Runs on Dunkin’” to reflect the working population’s need for a caffeine fix. The campaign was all over the place that year, showing up in 16 commercials, 9 radio spots, and in print advertising.
Impact: Dunkin’ Donuts may have changed their slogan to “Keep On” in 2016, but their original slogan is what catapulted them to stardom. In fact, 6 months after the campaign’s debut, Dunkin’ was selling about 2.7 million cups of coffee per day!
Verizon – Can You Hear Me Now?
History: Paul Macarelli became famous for uttering 5 words for Verizon – “Can you hear me now?” The slogan was created by a New York ad agency called Bozell, and was such a success, that Verizon invested about $400 million the next year on the campaign.
Impact: In a strange twist, Marcarelli went on to be the spokesperson for Sprint. Still, consumers will forever remember the solid cell service you get working with Verizon because of his impactful words.
The 10 Worst Advertising Slogans of All Time
For every great company slogan, there’s one that doesn’t quite land. Take for example these well-known mottos:
- 1. White Castle – Selling ‘Em By the Sack
- 2. Victoria’s Secret – A Body for Every Body
- 3. Dr. Pepper Ten – It’s Not for Women
- 4. AT&T – Reach Out and Touch Someone
- 5. Under Armour – I Will
- 6. American Express – Don’t Live Life Without It
- 7. Carlsberg – Probably the Best Beer in the World
- 8. Volkswagen – Relieves Gas Pains
- 9. Old Spice – Smell Better Than Yourself
- 10. Hoover – It Beats as it Sweeps as it Cleans
White Castle – Buy ‘Em By the Sack
There are many good food slogans out there, but White Castle should not consider itself a royal member of that list with this misfire. Luckily, these days White Castle is marketing with a new, more refined product motto: “The Crave is a Powerful Thing.”
Why it doesn’t work: Slogans for products, like a White Castle slider, should elicit some kind of feeling. The original motto takes a step in the wrong direction as it’s directed more toward the restaurant making money than making you feel hungry.
Victoria’s Secret – A Body for Every Body
Following backlash from their “Perfect Body” campaign, Victoria’s Secret changed up their slogan to “A Body for Every Body.” However, they completely misread the point of the public’s reaction by using the same photography.
Why it doesn’t work: The perfect body is an unachievable standard, and people rightfully pushed back against this harmful mentality. The imagery is still there so "A Body for Every Body" doesn't do much to squash that negative messaging.
Dr. Pepper Ten – It’s Not for Women
While Dr. Pepper has been a delicious drink for over 100 years, they really fell flat with this sexist slogan. The ad launched in 2011 and featured a macho man telling women to “keep the romantic comedies and lady drinks.” This is a diet soda for the men.
Why it doesn’t work: There’s obviously a lot wrong with this slogan. First, it’s assuming that only women want or need diet drinks. Second, it suggests they can’t buy Dr. Pepper Ten. Finally, it’s strongly implied that men don’t drink diet drinks at all but now they can. Both demographics, men and women, are typecast and put into boxes by this one awful slogan.
AT&T – Reach Out and Touch Someone
This slogan was created in 1979 by ad agency N.W. Ayer. The idea was to communicate a feeling of connection, although that might have come across in a way that was creepier than intended.
Why it doesn’t work: “Touch” is a word that has a double meaning – both physically and emotionally touch. Unfortunately, the emotional aspect isn’t immediately clear at first glance.
Under Armour – I Will
There’s a lot of competition in the world of athletic apparel, and Under Armour’s solution was the “I Will” slogan which launched in 2013.
Why it doesn’t work: Under Armour’s slogan lacks any kind of definitive conclusion. I will… do what? Run an extra mile? Stop exercising? Buy products from Nike? There’s too much room for interpretation and no jolting call to action.
American Express – Don’t Live Life Without It
The American Express motto, “Don’t Live Life Without It,” implies you have no life if you’re not using their credit card. While that’s not what American Express meant to communicate, the real motivation behind their slogan isn’t much better. They’re trying to target the 57% of U.S. adults whose personal and professional lives are merged together.
Why it doesn’t work: Those people whose work and play time are blurring are likely not all too thrilled about it. With that in mind, American Express is aligning itself with a stressed out population that has no free time.
Carlsberg – Probably the Best Beer in the World
Carlsberg’s slogan was first used in 1973 in a series of innovative ads. It’s meant to read the way you might think of Ron Burgundy saying something’s “kind of a big deal” in the movie Anchorman.
Why it doesn’t work: You really need the context for this slogan to land. If not, it ends up reading as being unsure or maybe a little hesitant. Almost like “it’s probably the best beer in the world” with a little shrug.
Volkswagen – Relieves Gas Pains
Simon “Si” Lam is a well-known advertising guru, but he took a weird turn with the “Relieves Gas Pains” campaign for Volkswagen. It just doesn’t quite vibe with the brand, though it is a fun way to highlight the awesome mileage you can expect behind the wheel.
Why it doesn’t work: Clearly, there’s a sense of humor here and a play on words, which Volkswagen has used before in their adverts. The only trouble here is that this one might be a bit too lowbrow for the target audience.
Old Spice – Smell Better Than Yourself
The original “Smell Better Than Yourself” ad came out in 2011 and was used to promote Old Spice’s deodorant, sprays, and body wash. It showed a sea captain and jet pilot smelling fresh, despite the rough waters and skies.
Why it doesn’t work: This slogan is a real head-scratcher to say the least. How can you possibly smell better than yourself? As a whole, it’s way too tough to wrap your head around this strange-sounding motto.
Hoover – It Beats as it Sweeps as it Cleans
The original commercial featuring this slogan made its debut in 1956. Some of the vacuums even came with the motto engraved right on the back of the cleaner.
Why it doesn’t work: It’s pretty difficult to pinpoint what exactly a Hoover is all about. There might be one verb too many in the slogan, and to top it all, it’s not exactly catchy.
How Does a Slogan Help?
Promotional slogans sum up what your business is all about in a short, catchy way. Sure, you already have a logo and company name, but this is one other message you can send about your brand. The best marketing taglines show your creativity, and above all, communicate your value to customers. In this competitive world, that edge can be all it takes to make a difference.
The Bottom Line
There are a million companies out there, so you need to do whatever it takes to create a lasting impression. Your value as a business can be summed up in a few catchy words, so just listen to Frosted Flakes when it comes to slogans - “they’re grrrreat!’
Alyssa is the Lead Copywriter at Quality Logo Products. As a promo expert, she's uncovered the world’s first custom tote bag, interviewed the guy behind rock band ACDC’s logo, and had a piece published by the Advertising Specialty Institute, a leader in the promotional products industry.
Brands and Tags. (2019). 101 Best Slogans and Taglines of All Time List. Retrieved February 18, 2019, from
Brafton. (2018, November 14). What Can Marketers Learn From These Top Famous Slogans? Retrieved February 18, 2019, from
Smith, D. (2011, August 30). 5 Tips for Writing an Effective Slogan. Retrieved February 18, 2019, from
Mooney, L. (2019). What Are the Features of a Slogan? Retrieved February 18, 2019, from
Ward, P. (2018, January 5). What Google’s ‘Don’t Be Evil’ Slogan Can Teach You About Creating Your Company’s Motto. Retrieved February 18, 2019, from
Kessler, M. (2018, November 23). The Story Behind Nike’s ‘Just Do It’ Slogan. Retrieved February 18, 2019, from
Schwarz, H. (2018, September 4). How Nike’s ‘Just Do It’ Became a Slogan About Activism Too. Retrieved February 18, 2019, from
Schultz, E.J. (2016, January 19). Coke Replaces ‘Open Happiness’ with ‘Taste the Feeling’ in Major Strategic Shift. Retrieved February 18, 2019, from
Ledlin, H. (2014, September 25). Why Happy Customers Equal a Happy Company: Coca-Cola’s “Open Happiness” Marketing Campaign. Retrieved February 18, 2019, from
Hein, K. (2009, January 22). Coke Tells World to ‘Open Happiness.’ Retrieved February 18, 2019, from
Criterion. (2019). Beyond Digital: Coca-Cola’s ‘Open Happiness’ Experiential Marketing Campaign. Retrieved February 18, 2019, from
Siltanen, R. (2011, December 14). The Real Story Behind Apple’s ‘Think Different’ Campaign. Retrieved February 18, 2019, from
Sound and Vision. (2017, September 28). Flashback 1997: Apple Launches ‘Think Different’ Campaign. Retrieved February 18, 2019, from
US Campaign. (2017, January 20). History of Advertising: No 182: Clara Peller’s Hamburger. Retrieved February 18, 2019, from
Powell, C. (2011, October 17). Wendy’s Brings Back “Where’s the Beef?” Retrieved February 18, 2019, from
Waldman, K. (2012, October 5). Better Than Fast Food. Retrieved February 18, 2019, from
Komar, M. (2017, November 19). L’Oreal’s “Because You’re Worth It” Origin Story is Feminist As Hell. Retrieved February 18, 2019, from
Taube, A. (2014, June 27). Psychologists Discovered the Secret to Creating a Really Great Slogan. Retrieved February 18, 2019, from
Kinkade, K. (2018, March 21). Test Your Knowledge: Can You Match These Slogans and Brands? Retrieved February 18, 2019, from
Doucet, S. (2017, March 1). 9 Business Tagline Examples That Drove Multi-Million Dollar Growth. Retrieved February 18, 2019, from
Marshall, R. (2015, September 10). How Many Ads Do You See in One Day? Retrieved February 18, 2019, from
Donofrio, C. (2014, July 1). America’s Favorite Slogan is ‘Melts in Your Mouth, Not in Your Hand.’ Retrieved February 19, 2019, from
Schultz, E.J. (2013, May 9). Rewind: 1954 Ad Shows M&M Characters Go for a Chocolatey Swim. Retrieved February 19, 2019, from
Bhatt, S. (2011, June 20). Legends in Advertising. Retrieved February 19, 2019, from
De Beers Group. (2019). A Diamond is Forever: How the Slogan of the Century Changed the Diamond Industry. Retrieved February 19, 2019, from
Sullivan, J. (2013, May 3). How Diamonds Became Forever. Retrieved February 19, 2019, from
The Smithsonian. (2012, August 16). 11 Things You Didn’t Know About Wheaties. Retrieved February 19, 2019, from
Filoon, W. (2016, August 19). How Wheaties Set the Gold-Medal Standard for Sports Endorsements. Retrieved February 19, 2019, from
Monllos, K. (3016, June 3). After a Decade, Dunkin’ Donuts is Evolving Its ‘America Runs on Dunkin’ Campaign.” Retrieved February 19, 2019, from
Dunkin’ News Releases. (2006, April 10). Dunkin’ Donuts Launches New Advertising Campaign “America Runs on Dunkin’.” Retrieved February 19, 2019, from
Hoy, P. (2006, October 25). Dunkin’ Donuts – Reinventing America’s Cup of Coffee. Retrieved February 19, 2019, from
Marketing Campaign Case Studies. (2008, May 9). Can You Hear Me Now? Campaign. Retrieved February 19, 2019, from
Baig, E. (2016, June 5). Verizon’s ‘Can You Hear Me Now’ Guy Now at Sprint. Retrieved February 19, 2019, from
Obias, R. (2016, January 28). 14 Forgotten Fast Food Slogans. Retrieved May 2, 2019, from
Richards, K. (2018, April 9). American Express’ New Branding Targets People Whose Work and Personal Lives Are Intertwined. Retrieved May 13, 2019, from
Cision. (2013, February 12). Under Armour Launches I Will™, Its Biggest Ever Global Marketing Campaign. Retrieved May 13, 2019, from
Shaw Brown, G. (2014, November 6). Victoria’s Secret Changes Controversial ‘Perfect Body’ Slogan. Retrieved May 13, 2019, from
Kain, E. (2011, October 18). Dr. Pepper’s Bizarre New ‘Not for Women’ Ad Campaign. Retrieved May 13, 2019, from
Macleod, D. (2011, September 15). Old Spice Smell Better Than Yourself. Retrieved May 13, 2019, from