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 good slogans 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!
What is a Company Slogan?
A slogan, by its simplest definition, is a catchy tagline or phrase that's used by a company for advertising. It's a short and sweet reminder of the value a brand offers their customers.
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The most famous 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.
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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.
What is Another Word for Slogan?
Advertising can seem like its own language! Slogans can also be referred to as:
Taglines
Catchphrases
Jingles
Sayings
Mottos
Trademarks
Mantras
What Are the Best Advertising Slogans of All Time?
The best slogans ever created 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:
Nike - Just Do It
Apple - Think Different
Wendy's - Where's the Beef?
Coca-Cola - Open Happiness
L'Oreal - Because You're Worth It
M&Ms - Melts in Your Mouth, Not in Your Hands
De Beers - A Diamond is Forever
Wheaties - The Breakfast of Champions
Dunkin' - America Runs on Dunkin'
Verizon - Can You Hear Me Now?
Nike - Just Do It
Year: 1988
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
Year: 1997
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?
Year: 1984
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
Year: 2009
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
Year: 1973
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
Year: 1954
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 factor of M&M's - their colorful protective shell.
De Beers - A Diamond Is Forever
Year: 1948
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 that were "designed for women."
Impact: The Great Depression caused sales to be down for diamonds in the early 1930's. This campaign completely turned things around, and by 1951, 80% of brides in the United States wore a diamond created by De Beers.
Wheaties- The Breakfast of Champions
Year: 1934
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' - America Runs on Dunkin'
Year: 2006
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 in 2006, showing up in 16 commercials, 9 radio spots, and in print advertising.
Impact: Dunkin' 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?
Year: 2002
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 more commercials and ads featuring the slogan.
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.
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A List of 100 Popular Slogans
Slogans are a common way to advertise, especially for major brands like Apple and McDonald's. Their taglines are catchy and help customers know what they're all about, usually in eight words or less.
Do you recognize famous slogans? Take a look at this list of the 100 most popular of all time!:
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. Almond Joy - Unwrap paradise
7. Amazon - Work hard, have fun, make history
8. American Eagle - Live your life
9. American Express - Don't leave home without it
10. Apple - Think different
11. Arby's We have the meats
12. AT&T - Reach out and touch someone
13. Avis - We try harder
14. Bacardi - The night is ours
15. BMW - The ultimate driving machine
16. Bounty - The quicker picker-upper
17. Budweiser - The beer of kings
18. Burger King - Have it your way
19. Butterfinger - Nobody better lay a finger on my Butterfinger
20. Campbell's Soup - Mmm, mmm good!
21. Capital One - What's in your wallet?
22. Captain Morgan - Live life like the captain
23. Cheeze-Its - Get your own box
24. Chevrolet - The heartbeat of America
25. Cinnamon Toast Crunch - Crave those crazy squares
26. Clairol - Does she or doesn't she?
27. Coca-Cola - Open happiness
28. Coors Light - Won't slow you down
29. De Beers - A diamond is forever
30. Disneyland - The happiest place on earth
31. Dunkin' - America runs on Dunkin'
32. Energizer - It keeps going… and going… and going
33. Facebook - Move fast and break things
34. Fed-Ex - When it absolutely, positively has to be there overnight
35. Ford - Built Ford tough
36. Frosted Flakes - They're grrrrrrreat!
37. Gatorade - Is it in you?
38. Geico - So easy a caveman can do it
39. General Electric - We bring good things to life
40. Google - Don't be evil
41. Halfords - We go the extra mile
42. Heineken - Open your world
44. Home Depot - How doers get more done
45. Honda - The power of dreams
46. Jack Daniel's - Make it count
47. John Deere - Nothing runs like a Deere
48. Jolt Soda - All the sugar and twice the caffeine
49. Kay Jewelers - Every kiss begins with Kay
50. Kentucky Fried Chicken - Finger lickin' good
51. Land Rover - Go beyond
52. Lexus - The relentless pursuit of perfection
53. Levi's - Quality never goes out of style
54. L'Oreal - Because you're worth it
55. Lay's Potato Chips - Betcha can't eat just one
56. Lucky Charms - They're magically delicious
57. M&Ms - Melts in your mouth, not in your hands
58. MasterCard - For everything else, there's Mastercard
59. Maxwell House - Good to the last drop
60. Maybelline - Maybe it's Maybelline
61. McDonald's - I'm lovin' it
62. Microsoft - Be what's next
63. Miller Lite - Great taste, less filling
64. Mountain Dew - Do the Dew
65. Nationwide - Nationwide is on your side
66. The New York Times - All the news that's fit to print
67. Morton Salt - When it rains, it pours
68. Nike - Just do it
69. Oberweis - Naturally, you'll taste the difference
70. Olive Garden - When you're here, you're family
71. Pepsi - The choice of a new generation
72. Pringles - Once you pop, the fun don't stop
73. Puma - We are forever faster
74. Red Bull - It gives you wings
75. Reebok - Be more human
76. Rice Krispies - Snap! Crackle! Pop!
77. Ruffles - Ruffles have ridges
78. Skittles - Taste the rainbow
79. Sky Q - Believe in better
80. Sprite - Obey your thirst
81. State Farm - Like a good neighbor, State Farm is there
82. Stihl - A cut above the rest
83. Strobes n' More - Quality you can trust
84. Subway - Eat fresh
85. Taco Bell - Think outside the bun
86. Target - Expect more, pay less
87. Timex - Takes a licking and keeps on ticking
88. Trix Cereal - Trix are for kids
89. Under Armour - I will
90. United Airlines - Fly the friendly skies
91. UPS - What can brown do for you?
92. Verizon Wireless - Can you hear me now?
93. Vans - Off the wall
94. Volkswagen - Think small
95. Walmart - Save money, live better
96. Wendy's - Where's the beef?
97. Wheaties - The breakfast of champions
98. White Castle - The crave is a powerful thing
99. White Claw - Ain't no laws when you're drinking Claws
100. York Peppermint Patties - Get the sensation
The marketing 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 Examples of Bad Slogans?
For every great company slogan, there's one that doesn't quite land. The public either has backlash against these failed slogans, or turns them into a joke or hilarious meme.
The worst slogans of all time include:
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
Buy 'Em By the Sack White Castle
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Buy 'Em By the Sack White Castle
There are many good food slogans out there, but White Castle should not consider itself a royal
member of that list. 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: Brand slogans should elicit some kind of feeling. "Buy 'Em
By the Sack," which is targeting White Castle's sliders, takes a step in the wrong direction as
it's directed more toward the restaurant making money than making you feel hungry.
A Body for Every Body Victoria's Secret
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A Body for Every Body Victoria's Secret
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. Still, the imagery is here, so "A Body for Every Body" doesn't do much to squash that negative messaging.
It's Not for Women Dr. Pepper Ten
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It's Not for Women Dr. Pepper Ten
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.
Reach Out and Touch Someone AT&T
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Reach Out and Touch Someone AT&T
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.
I Will Under Armour
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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.
Don't Live Life Without It American Express
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Don't Live Life Without It American Express
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.
Probably the Best Beer in the World Carlsberg
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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
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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.
Smell Better Than Yourself Old Spice
Smell Better Than Yourself Old Spice
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.
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It Beats as it Sweeps as it Cleans Hoover
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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.
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It's worth noting that major companies, like Dr. Pepper and Victoria's Secret, aren't the only ones who sometimes fumble on creating quality slogans.
You might see toy drive slogans in your local community with an odd message. Maybe there's a non-profit who has something weird to say in their slogan. Overall, there's a whole world out there that needs to choose their words carefully!
What is the Difference Between a Jingle and Slogan?
The main difference between a jingle and a slogan is music. Jingles are in the form of a song or have some kind of instruments playing behind them. Slogans, on the other hand, are printed or spoken in voiceover on commercials without any musical inflection.
How Do You Create a Company Slogan?
According to The Journal of Business Research, the best company slogans have a clear message, are creative, and elicit familiarity with the brand. Not to mention, they should be hitting on these major points:
Highlights a benefit your company has to offer
Short, sweet, and to the point (max of 10 words)
Rhythmic enough to become a jingle
Evokes an emotion
Can be reused time and time again
A slogan should express a million things in only 4 to 10 words, while at the same time being catchy enough to be turned into a jingle and memorable enough to make an impact. It's a tricky formula to crack, but you can make it happen with some time, effort, and a really awesome marketing team!
How to Trademark a Slogan
If you want to trademark your company slogan, you need to work directly with the United States Patent and Trademark Office.
1. Go to the USPTO website. 2. Check the Trademark Electronic Search System to make sure the slogan isn't already registered. 3. Pay the filing fee. 4. Submit your trademark application.
According to the USPTO, the process takes between 12 to 18 months before your slogan is trademarked. Once it's approved, your trademark will be published in their database, and you'll receive a paper certificate of your registration. You must continue to use your slogan in order to maintain your trademark.
How Does a Slogan Help?
Great 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 average American sees between 4,000 and 10,000 ads per day.
50% of respondents in a survey were able to recall every slogan in a list of 25 brands.
A good slogan can increase annual revenue by up to 32%.
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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!"
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Smith, D. (2011, August 30). 5 Tips for Writing an Effective Slogan. Retrieved February 18, 2019, from https://www.inc.com/ss/5-tips-for-writing-an-effective-slogan.
Hein, K. (2009, January 22). Coke Tells World to 'Open Happiness.' Retrieved February 18, 2019, from https://www.adweek.com/brand-marketing/coke-tells-world-open-happiness-98112/
Criterion. (2019). Beyond Digital: Coca-Cola's 'Open Happiness' Experiential Marketing Campaign. Retrieved February 18, 2019, from https://criterionb.com/blog/
Kinkade, K. (2018, March 21). Test Your Knowledge: Can You Match These Slogans and Brands? Retrieved February 18, 2019, from https://www.usatoday.com/story/money/media/2018/03/19/kfc-kay-jewelers-those-easy-can-you-match-these-other-slogans-and-brands/433176002/
De Beers Group. (2019). A Diamond is Forever: How the Slogan of the Century Changed the Diamond Industry. Retrieved February 19, 2019, from https://www.debeersgroup.com/about-us/a-diamond-is-forever
Baig, E. (2016, June 5). Verizon's 'Can You Hear Me Now' Guy Now at Sprint. Retrieved February 19, 2019, from https://www.usatoday.com/story/tech/columnist/baig/2016/06/05/verizons-can-you-hear-me-now-guy-now-sprint/85458446/
Macleod, D. (2011, September 15). Old Spice Smell Better Than Yourself. Retrieved May 13, 2019, from https://theinspirationroom.com/daily/2011/old-spice-smell-better-than-yourself/