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The 10 best company slogans of all time

The 50 Best Company Slogans of All Time

Alyssa Mertes

Published: July 23rd, 2020

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Companies get our attention in many ways. They set up billboards along the highway, run commercials during the Super Bowl, and 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!

What Are the Best Advertising Slogans for 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:

  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&M's - Melts in Your Mouth, Not in Your Hands
  7. De Beers - A Diamond is Forever
  8. Wheaties - The Breakfast of Champions
  9. Dunkin' - America Runs on Dunkin'
  10. Verizon - Can You Hear Me Now?
  11. Levi's - Quality Never Goes Out of Style
  12. Red Bull - Red Bull Gives You Wings
  13. Airbnb - Belong Anywhere
  14. Burger King - Have it Your Way
  15. Disneyland - The Happiest Place on Earth
  16. Trix - Trix Are For Kids
  17. Jimmy John's - Freaky Fast
  18. Olive Garden - When You're Here, You're Family
  19. Skittles - Taste the Rainbow
  20. Budweiser - The King of Beers
  21. Taco Bell - Live Mas
  22. Target - Expect More, Pay Less
  23. Bounty - The Quicker Picker Upper
  24. Subway - Eat Fresh
  25. Campbell's Soup - M'm! M'm! Good!
  26. Frosted Flakes - They're Grrreat!
  27. Energizer - It Keeps Going, and Going, and Going
  28. The New York Times - All the News That's Fit to Print
  29. California Milk Processor Board - Got Milk?
  30. Lay's - Betcha Can't Eat Just One
  31. Toyota - Let's Go Places
  32. Cheetos - It Ain't Easy Bein Cheesy
  33. Harley-Davidson - All for Freedom. Freedom for All.
  34. Walmart - Save Money. Live Better.
  35. Mountain Dew - Do the Dew
  36. Gatorade - Is it in You?
  37. Maxwell House - Good to the Last Drop
  38. Ford - Built to Last
  39. Cinnamon Toast Crunch - Crave Those Crazy Squares
  40. United Airlines - Fly the Friendly Skies
  41. BMW - The Ultimate Driving Machine
  42. FedEx - When it Absolutely, Positively Has to Be There Overnight
  43. IMAX - Think Big
  44. KFC - Finger Lickin' Good
  45. Greyhound - Leave the Driving to Us
  46. Hershey's - Pure Happiness
  47. Dairy Queen - Happy Tastes Good
  48. Pringles - Once You Pop, the Fun Don't Stop
  49. Sprite - Obey Your Thirst
  50. Rice Krispies - Snap! Crackle! Pop!
Popular business slogan

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.

Nike Logo https://www.brandingstrategyinsider.com

The most famous slogans stand the test of time and can be used outside of the brand. For example, Nike's "Just Do It" is an idiom in popular culture. Actor Shia LaBeouf even used it in a hilarious motivational speech for a London Arts College.

Coca Cola Logo https://mapexpo.wordpress.com

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 the brand offers and not just about the brand itself.

Watch this video for a list of the best advertising slogans!

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 famous 80s commercial, 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, beach towels, and other merch printed with the tagline. The slogan also helped Wendy's set 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 of their best taglines. 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&M's - Melts in Your Mouth, Not in Your Hands

Year: 1954

History: Ted Bates & Co., an advertising firm in Chicago, came up with this popular tagline. The first commercial to use the phrase showed a man hiding M&M's 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 the candy - the colorful protective shell.

De Beers - A Diamond Is Forever

Year: 1938

History: Frances Gerety, a copywriter with N.W. Ayer, wrote "A Diamond is Forever" to highlight the emotional impact of receiving an engagement ring. At the time, women were only hired to write copy for products that were "designed for women."

Impact: The Great Depression caused sales to decline for diamonds in the early 1930s. "A Diamond is Forever" 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 "The Breakfast of Champions" to coincide with the cereal's sponsorship of a minor league team in Minnesota. From there, athletes like Lou Gehrig, Larry Bird, and Magic Johnson had their pictures printed on the boxes.

Impact: Wheaties 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 vintage boxes!

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' changed their slogan to "Keep On" in 2016, but that original tagline is what catapulted them to stardom. In fact, 6 months after the campaign began, Dunkin' was selling about 2.7 million cups of coffee per day!

Verizon - Can You Hear Me Now?

Year: 2002

History: Paul Macarelli is famous for uttering 5 words for Verizon - "can you hear me now?" The slogan was written 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 tagline.

Impact: In a strange twist, Marcarelli went on to be the spokesperson for Sprint. However, customers will forever remember the solid cell service you get working with Verizon because of his impactful words.

Levi's - Quality Never Goes Out of Style

Year: 1980s

History: Back in 1853, Levi Strauss opened a dry goods store in San Francisco, California. Twenty years later he received a patent for metal rivets on work pants, better known as blue jeans. The side of his store was branded with the words "quality clothing," and by the 80s, it was turned into a full-blown slogan: "Quality Never Goes Out of Style."

Impact: Style trends change all the time, but Levi's has stood the test of time. The brand is forever associated with "quality," which explains why an estimated 1.25 billion pairs of Levi's jeans are sold worldwide every year.

Red Bull - It Gives You Wings

Year: 1997

History: Red Bull's iconic tagline was written when the energy drink came from Thailand to America. It was uttered at the end of fun animated commercials and was also used to target athletes in extreme sports like mountain biking, snowboarding, and formula one racing. By promising "wings," Red Bull was promising that everyone would have the energy to accomplish extraordinary feats.

Impact: People think of "Red Bull Gives You Wings" as one of the best advertising slogans ever made. A few people even believed the drink could actually give them wings. In fact, Red Bull was on the end of a $13 million lawsuit when a man mistakenly thought he could fly after taking a sip.

Airbnb - Belong Anywhere

Year: 2014

History: We all want to belong, especially if it's in a remote beach house on a beautiful lake. Airbnb shows their commitment to a global community with the "Belong Anywhere" tagline. This quality slogan was written because Airbnb wanted to evoke the feeling of going on vacation rather than the hassle of traveling. Prior to 2014, their slogan was "travel like a human."

Impact: Airbnb is a relatively new company, but they have one of the best taglines of all time. Why? It's because it hits at the emotional center of what spending time with friends and family on vacation means to people. The slogan also shows the value of being in a community. It's no wonder over 1 billion guests have stayed at an Airbnb.

Burger King - Have it Your Way

Year: 1974

History: All hail the king! Burger King wanted to set themselves apart from McDonald's, but they were having a hard time making up their mind. They came out with "Have it Your Way" in 1974 and then changed their slogan again three more times before going back to the original tagline in 2004.

Impact: Burger King jumped ship on "Have it Your Way" again in 2014 in favor of "Be Your Way." However, it's the first slogan that people remember the most. It was even found in the dialogue of the 2003 movie Love Don't Cost a Thing.

Disneyland - The Happiest Place on Earth

Year: 1955

History: Good taglines appeal to an emotion. Disneyland knocked it out of the theme park with "The Happiest Place on Earth." This slogan was written by Walt Disney to go along with the opening of Disneyland in 1955. Since then, the theme park has been thought of as a dream vacation destination.

Impact: Disneyland welcomed more than 1 million visitors at the grand opening in Anaheim, California, and some credit has to go to the brilliant slogan. After all, who could resist the promise of going to a place associated with happiness?

Trix - Trix Are For Kids

Year: 1958

History: Trix contains 12 grams of sugar and almost no nutritional value. The cereal is basically a morning dessert, which is exactly why the brand's target audience is kids ages 6 to 12. The "Trix Are For Kids" slogan was first printed on the box and then later was by a cute, silly rabbit in the TV commercials.

Impact: The Trix tagline is famous, which is why it's still in use today. The brand uses it to promote their new ingredients, which include fruit and vegetable juices and spice extracts rather than artificial dyes. Trix cereal is still for kids, but it's much, much healthier!

Jimmy John's - Freaky Fast

Year: 1993

History: A high school grad named James Liautaud received a capital investment from his father to open the first Jimmy John's in Charleston, Illinois in 1983. The shop used the tagline "World's Greatest Sandwiches," but ended up changing it to "Freaky Fast" a decade later. This slogan was a good fit when Jimmy John's started offering delivery!

Impact: "Freaky Fast" did wonders in promoting Jimmy John's delivery service, but it also faced criticism from people who worried it would cause reckless driving. Jimmy John's rectified this with "Sandwich Delivery Zones," which ensure customers are 5 to 10 minutes away from one of their stores.

Olive Garden - When You're Here, You're Family

Year: 1998

History: Gather around the dinner table for a meal at Olive Garden. The restaurant's slogan refers to the togetherness of Italian dining culture rather than the food itself. This emotional appeal was a smart move for the brand, which thrives on its family atmosphere.

Impact: Late night TV host Jimmy Fallon rescued the tagline from obscurity in 2013 when he used the slogan in one of his skits for Late Night With Jimmy Fallon. In a weird twist, Fallon ended up transferring the rights to rapper Post Malone who loves the restaurant. It just proves how much people love the original slogan!

Skittles - Taste the Rainbow

Year: 1994

History: Discover the rainbow, taste the rainbow. In 1994, New York ad agency D'Arcy Masius Benton & Bowles came up with this famous company tagline. It's a very simple slogan that highlights the best part of Skittles - the bright assortment of colors.

Impact: The "rainbow" has come to represent more than colorful candies. Since 2017, Skittles has been changing their packaging to a gray and white color scheme to celebrate Pride Month. The brand celebrates diversity, and to date, you can buy Skittles in 65 countries around the world.

Budweiser - The King of Beers

Year: 1950s

History: Budweiser has ruled the kingdom of domestic beers since it was first sold in 1876. At the time, their brand tagline was "The King of Bottled Beers," but as aluminum cans became popular in the 20th century, they started using "The King of Beers" instead. Budweiser proudly stands behind their tagline with commercials and in printed ads that show an upside down beer bottle cap being used as a crown.

Impact: When it comes to bestselling beers, Budweiser has been dethroned by other brands and now holds the number 6 spot. However, that doesn't mean it is a court jester now. Budweiser is valued at over $28 billion according to Forbes.

Taco Bell - Live Mas

Year: 2012

History: When it's 3 A.M. and you're coming home from the bar, there's nothing better than Taco Bell! The fast food brand is known for their cinnamon twists, Gordita Crunches, love of Mountain Dew, and of course, their iconic company slogan. "Live Mas." The Spanglish perfectly encapsulates the less-than-authentic Mexican cuisine served at the restaurant. According to a spokesperson, it also touts Taco Bell as a lifestyle.

Impact: Taco Bell has a cult following that goes beyond their food. People are really "living mas" and showing their love for the brand. You can buy Taco Bell swag from stores like Forever 21, and there was even a Taco Bell pop-up hotel that opened in 2019 in Palm Springs, California.

Target - Expect More, Pay Less

Year: 1994

History: Target has become one of the most popular stores in America. People love the selection of home décor, tasty food, and designer clothing. "Expect More, Pay Less" has been used by the company since 1994, reflecting their high quality and competitive pricing.

Impact: According to Business Insider, 80% of U.S. shoppers are Target customers. People are loyal to the brand because of the trendy selection of goods, the deals in the Cartwheel program, and the "Expect More, Pay Less" mantra they stand behind.

Bounty - The Quicker Picker Upper

Year: 1970

History: Paper towels aren't that exciting, but Bounty made them seem powerful with their famous slogan - "The Quicker Picker Upper." The tagline was extremely popular from the 1970s to the 1990s thanks to the commercials starring Rosie the Waitress, a commercial character played by Nancy Walker of The Mary Tyler Moore Show.

Impact: Procter & Gamble stills advertises Bounty paper towels with the "Quicker Picker Upper" tagline. People trust the quality of the brand so much that Good Housekeeping put the brand in the number one spot on a list of best paper towels.

Subway - Eat Fresh

Year: 1980s

History: Fast food has a reputation for being unhealthy and full of cholesterol. Subway countered that idea with the tagline, "Eat Fresh." The slogan was born when Fred DeLuca and Peter Buck, the founders of Subway, started franchising. By the 1980s, there were 200 restaurants in the United States.

Impact: "Eat Fresh" positioned Subway as the go-to place when you wanted a quick, healthy meal. They still use the tagline today, and in 2022, they even revamped their entire menu in a campaign called, "Eat Fresh Refresh."

Campbell's Soup - M'm! M'm! Good!

Year: 1935

History: Campbell's soup has one of the oldest company slogans. The tagline, which was written by ad agency BBDO Worldwide, was first heard over the radio in 1935. In the decades to follow, it went on to be in print ads and eventually commercials.

Impact: Campbell's has changed their slogan a number of time over the years, but "M'm! M'm! Good!" is the one that customers remember the most. Nothing is more warm and cozy than a bowl of soup, and this powerful tagline evokes that feeling.

Frosted Flakes - They're Grrreat!

Year: 1952

History: You can hear Tony the Tiger's growl in the classic brand slogan, "They're Grrreat!," but surprisingly, Frosted Flakes wasn't always going to go with a tiger. In 1952, there was a contest featuring other mascots like Katy the Kangaroo, Elmo the Elephant, and Newt the Gnu. Tony won, and we've been loving his famous catchphrase ever since.

Impact: Frosted Flakes has continued to use "They're Grrreat" as the company slogan, but they've changed their advertising to show the nutritional value of their cereal. "Earn Your Stripes" is a new tagline they use at the end of their commercials, which feature kids engaged in after-school sports.

Energizer - It Keeps Going, and Going, and Going

Year: 1989

History: A pink bunny wearing sunglasses bangs a drum as a voice over says, "It Keeps Going, and Going, and Going." The bunny mascot was a direct jab at Duracell who also used pink bunnies in a previous commercial. The slogan, meanwhile, was created so customers knew which battery brand would last the longest.

Impact: The legacy of this tagline also just keeps on going. Ad Age even named the Energizer Bunny as one of the top brand icons of the century.

The New York Times - All the News That's Fit to Print

Year: 1897

History: Adolph S. Ochs, the owner of The New York Times, coined "All the News That's Fit to Print" in 1896. This slogan was printed on a billboard that advertised the quality of the paper used in the publication. Since then, the masthead of every edition of the newspaper continues to be printed with the famous tagline.

Impact: The New York Times put themselves on the map with "All the News That's Fit to Print," long before Wordle took over the world. Today, they even have an online store where you can buy pins, sweatshirts, and other merch printed with the slogan.

California Milk Processor Board - Got Milk?

Year: 1993

History: An ad agency called Goodby Silverstein & Partners came up with the idea of "Got Milk?" after asking a focus group to not drink milk for an entire week. One man poured a bowl of cereal, sliced up bananas to put on top, and then was distraught over not having any milk to put on top. This caused a light bulb to go off with the copywriters, and "Got Milk?" was born.

Impact: "Got Milk?" ended up increasing milk sales nationwide. An estimated 350 mustache ads were printed, and more than 70 million commercials ran on TV in California alone. The campaign was a huge success!

Lay's - Betcha Can't Eat Just One

Year: 1967

History: Beware the devil on your shoulder! Lay's played with that idea in their 1967 commercial which shows a man's evil alter ego taunting him with the tagline, "Betcha Can't Eat Just One!" The slogan went MIA for a while, but was brought back from the dead in 2008 with a commercial called "Messier, Just One."

Impact: There is science behind this slogan. According to researchers, potato chips are associated with an act called "hedonic hyperphagia." This is when you eat for pleasure rather than hunger and often to excess.

Toyota - Let's Go Places

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Year: 2012

History: Toyota replaced "Moving Forward" with "Let's Go Places." This tagline came in tandem with the release of the 2013 Avalon and was meant to encourage customers to "take off on an adventure." Toyota used the slogan in all their advertising, from print ads to commercials.

Impact: It seems as though people are really "going places" in their Toyotas. The car company sold over 2 million vehicles in 2022 and was ranked number one by Kelley Blue Book as one of the best car brands for reliability, comfort, and resale value.

Cheetos - It Ain't Easy Bein' Cheesy

Year: 1985

History: Cheesy has never been so cool. From 1985 to 1997, Chester Cheetah smoothly said, "It Ain't Easy Bein' Cheesy" at the end of every commercial. This slogan made the mascot a star. He even had his own TV show that aired on Fox Kids on Saturday mornings!

Impact: "Dangerously Cheesy" is now the Cheetos brand slogan, but it's their original tagline that people love the most. Chester Cheetah and his catchphrase were even spoofed on the TV show Family Guy.

Harley-Davidson - All for Freedom. Freedom for All.

Year: 2017

History: The average age of a Harley-Davidson owner is 44-years-old. The U.S.-based motorcycle brand wanted to show that their legacy extends to all age groups, leading to the creation of this popular slogan. According to a rep, the slogan and the ad campaign are part of their global strategy to build the next generation of riders.

Impact: Harley's new slogan was timely since shares for the brand had fallen 32% in the previous year. This campaign helped turn things around, and now many millennials are interested in the "ease of transportation" that comes with riding a Harley-Davidson motorcycle.

Walmart - Save Money. Live Better.

Year: 2007

History: A good slogan shows the value in using a particular brand. Walmart wants you to know that you'll "live better" if you shop at their stores. This slogan replaced their previous company tagline - "Always Low Prices."

Impact: To coincide with the new slogan's launch, Walmart claimed they had 20% more rollbacks on prices than the previous year. The retail giant's goal is to make everything more affordable, from groceries and prescriptions to sporting goods and even wedding supplies!

Mountain Dew - Do the Dew

Year: 1990s

History: Mountain Dew is the soda for gamers and athletes in extreme sports. "Do the Dew" is a call-to-action for that target audience. By taking a sip of this highly-caffeinated soda, you'll have the energy to handle it all, whether it's a boss battle or a curvy ski hill.

Impact: People have nostalgic feelings for the "Do the Dew" slogan. In fact, the soda brand brought the tagline back in 2015 when nationwide sales were on the decline. The TV spots, which starred a famous snowboarder and skateboarder, aired in all markets where the soda is sold.

Gatorade - Is it in You?

Year: 2000s

History: Back in 1965, a team of researchers at the University of Florida invented Gatorade. The marketing of this sports drink really went to the next level when the rights were bought by PepsiCo in 2000. Gatorade was sold in over 80 countries and went on to always be on the sidelines at professional sports games.

Impact: "Is it in You?" is a slogan that directly asks the person drinking Gatorade if they have their head in the game. The slogan was said by Michael Jordan in a series of commercials, and from that point on, Gatorade was a must-have sports drink for professional athletes.

Maxwell House - Good to the Last Drop

Year: 1917

History: "Good to the Last Drop" has the presidential seal of approval! As the story goes, former U.S. President Theodore Roosevelt was served a cup of Maxwell House coffee at Andrew Jackson's estate in Tennessee. He proclaimed that it was "good to the last drop," and the company started using the mantra as their slogan a decade later!

Impact: Any coffee drinker knows that the last few sips in the mug are either cold or taste bitter. Maxwell House's slogan is a promise for quality until the very end. To this day, the coffee brand continues to print "Good to the Last Drop" on their packaging.

Ford - Built Ford Tough

Year: 1979

History: Some brands are really serious about their company slogans. Take Ford, for example. "Built Ford Tough" has been used by the company for over 40 years. The motto is now associated with the brand's F-Series pickup trucks.

Impact: Ford has a loyal fanbase that stands behind feeling "Ford Tough." The Ford F-Series has been selling more than 50,000 units every month for years. Pickup drivers want a dependable, rugged car that can withstand years of wear and tear. This brand slogan helps remind them who is the toughest of them all!

Cinnamon Toast Crunch - Crave Those Crazy Squares

Year: 2009

History: Frosted Flakes, Trix, Wheaties, and Lucky Charms all have famous company taglines. Cinnamon Toast Crunch, on the other hand, struggled for years to come up with their own slogan. The cereal brand experimented with duds like "The Taste You Can See" and "It's That Intense" before landing on "Crave Those Crazy Squares" in 2009. The "Crazy Squares" are the unofficial mascot.

Impact: People definitely "Crave Those Crazy Squares." In 2022, Cinnamon Toast Crunch was ranked America's favorite cereal by Food Manufacturing.

United Airlines - Fly the Friendly Skies

Year: 1965

History: According to a rep at Leo Burnett (the ad agency who wrote "Fly the Friendly Skies"), the goal was to show travelers that they'd have a "warm, stress-free flight" if they choose United Airlines. The campaigns highlighted the hardworking stewardesses who were critical to airline ticket sales as they were the ones who made the flight a pleasant experience.

Impact: Commercial air travel was becoming more and more common in the 1970s. United Airlines had competition from Pan Am, but got a ton of new passengers from their popular slogan. By the end of the decade, the airline had an estimated $4 billion revenue and employed over 70,000 people.

BMW - The Ultimate Driving Machine

Year: 1970s

History: "The Ultimate Driving Machine" was written by ad agency Ammirati and Puris as a way to target Baby Boomers. BMW was going head-to-head with Mercedes-Benz and wanted to show the quality, and not just the luxury appeal, of their vehicles.

Impact: Today, BMW still uses the tagline to market their cars. One of their most famous ads even claims, "We only make one thing. The Ultimate Driving Machine." This tagline seems to be serving them well as Consumer Reports ranked BMW on their top 10 best car brands in 2022.

FedEx - When it Absolutely, Positively Has to Be There Overnight

Year: 1970s

History: Before Prime was a glimmer in Jeff Bezos's eye, FedEx promised fast shipping with their famous slogan, "When It Absolutely, Positively has to be There Overnight." This tagline may not be short and sweet, but it tells you exactly what you can expect working with the shipping courier.

Impact: FedEx put themselves on the map with this effective tagline. In the mid-70s, their customer accounts tripled and the number of shipped packages increased from 1,000 to 22,000. People really trusted the company thanks to their emphasis on the importance of fast delivery.

IMAX - Think Big

Year: 1990s

History: IMAX took a page out of Apple's book with their slogan, "Think Big." By the time the cinema experience went public in 1994, this tagline showed movie fans that they could expect a grand experience, complete with digital projection and booming sound, by paying the higher ticket price for IMAX.

Impact: To date, over 150 movies have been released in IMAX. Filmmakers like James Cameron, Zack Snyder, and Steven Spielberg have benefitted from "thinking big" and creating movies that are bold enough for IMAX screens.

KFC - Finger Lickin' Good

Year: 1950s

History: Not all great advertising slogans are created by agencies. Just look at "Finger Lickin' Good," which was written on a whim by a KFC franchise owner named Dave Harman in the 1950s. Harman went on to do the voice overs for the commercials.

Impact: "Finger Lickin' Good" went on a hiatus during the COVID-19 pandemic since the slogan doesn't exactly sound hygienic. Still, millions of people associate this original tagline with crispy buckets of chicken.

Greyhound - Leave the Driving to Us

Year: 1956

History: Greyhound wanted to appeal to "transitional riders," which were women with children, beatniks, bohemians, college students, members of the military, and the working class. In the 1950s, Grey Advertising appealed to this demographic with the iconic tagline, "Leave the Driving to Us."

Impact: An estimated 16 million passengers leave the driving to Greyhound every year. The company has built a reputation of being a trusted, safe form of public transportation.

Hershey's - Pure Happiness

Year: 2008

History: Chocolate may be made with artificial ingredients. Hershey's wanted to counter this idea with their ad slogan, "Pure Happiness," which was created in 2008. The tagline also highlights the mood-boosting endorphins that are released when you take a bite of their delicious milk chocolate.

Impact: Hershey's is a leader in chocolate sales with over $500 million every year. The brand offers "pure happiness" in their entire product line, which also includes Kit Kat, Reese's, and Twizzlers.

Dairy Queen - Happy Tastes Good

Year: 2019

History: Everyone loves ice cream! Dairy Queen joined other brands like Coca-Cola and Hershey's by using the word "happy" in their advertising slogan. In a press release, the DQ brand noted they want their restaurants to be associated with "happy moments and memories."

Impact: In a survey, 53% of the respondents said a trip to Dairy Queen is as happy as finding $20 in your pocket! Customers really believe that "happy tastes good!"

Pringles - Once You Pop, the Fun Don't Stop

Year: 1996

History: "Once you pop, the fun don't stop" may not be grammatically correct, but it proves that rhythm is an important part of a good slogan. This company tagline was written in the 1990s and even had a catchy jingle that played during the commercials.

Impact: Pringles changed their slogan to "Mind Popping" in 2022, but the legacy of "Once You Pop" still lives on. After all, it's hard to forget about a tagline when Brad Pitt was in one of the commercials!

Sprite - Obey Your Thirst

Year: 1993

History: Sales were down when Sprite used the weird ad slogan, "I Like the Sprite in You." The Coca-Cola company hired Lowe & Partners in New York to write a new motto to be used for their commercials and radio ads. And thus, "Obey Your Thirst" was born!

Impact: The "thirst" is still a big part of Sprite's ad campaigns. It's come to symbolize not just literal thirst, but the thirst for success and the drive to make it a reality. You could see this on full display in ads like "The Artist" and "The Empire," which focus on young artists on the rise.

Rice Krispies - Snap! Crackle! Pop!

Year: 1932

History: The best slogans appeal to one of the senses, whether it's taste, smell, touch, or in the case of "Snap! Crackle! Pop!," sound. This tagline, which was written by NW Ayer, was first heard in a radio ad in 1932. That same year the words "Snap, Crackle, and Pop" were used on the product packaging.

Impact: "Snap! Crackle! Pop!" continues to be used by Rice Krispies. The brand tagline has only gotten more popular thanks to the addition of three cute gnomes named Mr. Snap, Mr. Crackle, and Mr. Pop.

Honorable Mentions: 50 More 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.

Here are 50 more famous slogans you probably know!

  1. Adidas - Impossible is nothing
  2. Ajax - Stronger than dirt
  3. Alka Seltzer - I can't believe I ate the whole thing
  4. Allstate - You're in good hands
  5. Almond Joy - Unwrap paradise
  6. Unwrap paradise - Work hard, have fun, make history
  7. American Eagle - Live your life
  8. American Express - Don't leave home without it
  9. Arby's - We have the meats
  10. AT&T - Reach out and touch someone
  11. Bacardi - The night is ours
  12. Butterfinger - Nobody better lay a finger on my Butterfinger!
  13. Capital One - What's in your wallet?
  14. Chevrolet - The heartbeat of America
  15. Clairol - Does she or doesn't she?
  16. Coors Light - Won't slow you down
  17. Facebook - Move fast and break things
  18. Geico - So easy a caveman can do it
  19. General Electric - We bring good things to life
  20. Goldfish - The snack that smiles back
  21. Google - Don't be evil
  22. Heineken - Open your world
  23. Home Depot - How doers get more done
  24. Honda - The power of dreams
  25. Jack Daniel's - Make it count
  26. John Deere - Nothing runs like a Deere
  27. Jolt Soda - All the sugar and twice the caffeine
  28. Kay Jewelers - Every kiss begins with Kay
  29. Land Rover - Go beyond
  30. Lexus - The relentless pursuit of perfection
  31. Lucky Charms - They're magically delicious
  32. MasterCard - For everything else, there's Mastercard
  33. Marco's Pizza - Ah! thentic Italian pizza
  34. Microsoft - Be what's next
  35. Miller Lite - Great taste, less filling
  36. Minute Maid - Bring the refreshment
  37. Nationwide - Nationwide is on your side
  38. Morton Salt - When it rains, it pours
  39. Pepsi - The choice of a new generation
  40. Puma - We are forever faster
  41. Reebok - Be more human!
  42. State Farm - Like a good neighbor, State Farm is there
  43. Timex - Takes a licking and keeps on ticking
  44. Under Armour - I will
  45. UPS - What can brown do for you?
  46. Vans - Off the wall
  47. Volkswagen - Think small
  48. White Castle - The crave is a powerful thing
  49. White Claw - Ain't no laws when you're drinking Claws
  50. 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

White castle Buy'em by the Sack http://mistermeatball.blogspot.com/

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

Victoria's Secret - A Body for Every Body https://abcnews.go.com

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

Dr. Pepper Ten - It's Not for Women https://www.change.org/

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

AT&T - Reach Out and Touch Someone https://actionplan.club/

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

Under Armour - I Will https://www.geekinsider.com/

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

American Express - Don't Live Life Without It https://www.amexpop.com/

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

Carlsberg - Probably the Best Beer in the World https://www.probablythebest.com

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

Volkswagen - Relieves Gas Pains https://www.pinterest.com/

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

Old spice person http://www.adclassix.com

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.

Old spice person http://www.adclassix.com
hoover ad http://www.adclassix.com

It Beats as it Sweeps as it Cleans Hoover

hoover ad http://www.adclassix.com

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.

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 a Tagline?

A tagline is a short, quippy phrase that highlights the value of a brand, movie, or event. The best taglines are only 5 to 10 words and are descriptive and specific in a way that gives people an idea of what they'll gain or what they can expect from the item in question.

Cup on table

What is a Slogan Vs. Tagline?

Cup on table

Taglines and slogans are technically different, but for the most part, they're used interchangeably. However, if you want to get nitpicky you can say a slogan is indicative of a company's mission, whereas a tagline is meant to raise awareness about something specific.

Taglines can change over time and may even be used for certain products rather than for the brand itself.

Do you need an example? Let's look at a slogan vs. tagline used by Apple.

The first generation of iPod changed the music industry forever. The tagline, "1,000 songs in your pocket," showed just what a user could expect by buying this portable media player. It was a product that deserved its own tagline!

Today, the word "slogan" is more often associated with brands than "tagline." Taglines are often used for movies. Some examples include: "You'll never go in the water again." for Jaws and "With great power comes great responsibility." for Spider-Man.

What is Another Word for Slogan?

Advertising can seem like its own language! Slogans can also be referred to as:

headphone and microphone

What is the Difference
Between a Jingle and Slogan?

headphone and microphone

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 voice over on commercials without any musical inflection.

How to Create a Tagline

According to The Journal of Business Research, the best company slogans are creative, have a clear message, and elicit familiarity with the brand.

Are you ready to write a tagline or slogan for your company? Make sure you're hitting all these main points:



dollar

Highlights a benefit your company has to offer

speech

Short, sweet, and to the point (max of 10 words)

music

Rhythmic enough to become a jingle

face

Evokes an emotion

loop

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!

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.

us post office https://www.washingtonpost.com/
us post office https://www.washingtonpost.com/

Follow these steps to trademark a slogan:

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?

brain gear icon

Great slogans sum up your business in a short, catchy way. They give your customers an idea of who you are and what you stand behind.

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%.

The Bottom Line

When it comes to slogans, heed the wise words of Tony the Tiger - "They're grrrreat!' There are a million companies out there, but you can stand out using the right combination of words. Hire that wise copywriter to get the job done, and start standing out with your own company slogan!

Alyssa Mertes

Published: August 12th, 2021

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