One of the first ways developed to hook a customer and make him remember a product was to associate a short phrase or sentence with it -- in effect creating a CatchPhrase linked to a ''product'' rather than a character. Like a CatchPhrase, a slogan needs to be short and punchy if it's to work optimally, but long(er) ones are not unknown -- during the 1980s, it seemed like some companies were trying to cram an entire feel-good mission statement into their products' slogans.

The best slogans have almost no inherent meaning but are memorable enough that they bring their product immediately to mind. Particularly good slogans can be used for ''decades'' and become permanently associated with their product. Other products change their slogans with monotonous regularity.

Slogans can be incorporated into a {{Jingle}} for a double punch.

Sometimes the punchline of a commercial can become a slogan, intentionally or not.

Slogans do not necessarily translate well into other languages -- see BiteTheWaxTadpole. See also OurSloganIsTerrible (for ''bad'' examples of slogans, some of which [[StylisticSuck may be intentional]]) and SloganYellingMegaphoneGuy.
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!!Examples:

[[foldercontrol]]

[[folder:Automobiles]]
* Audi has had "Vorsprung durch Technik" ("progress through technology") since TheSeventies, and notably used it in most markets except the USA untranslated. It's well-known enough to have been quoted by bands like Music/{{Blur}} and Music/{{U2}} and given {{Shout Out}}s in films like ''Film/LockStockAndTwoSmokingBarrels'' or TV shows like ''Series/OnlyFoolsAndHorses''. The US slogan is "Truth in Engineering".
* BMW. Sheer Driving Pleasure. [cue jingle]
** In the UK & USA: The Ultimate Driving Machine.
* Chevrolet: "The Heartbeat of America" and now "Open New Roads".
** "Like a Rock" for Chevy's trucks.
* "Have you driven a Ford... lately?" The definition of "lately" must be pretty flexible as this slogan was first used in 1982 and appears in commercials for the 2007/2008 models. Their current one (Outside of their trucks, see below) is "Go Further".
** Ford seems to suffer from slogans prone to FridgeLogic. They also have "Built Ford tough", which if one thinks about it, is always true even if the Ford were made of paper mache.
* Volkswagen: "Fahrvergnugen" and "Das Auto".
[[/folder]]

[[folder:Beauty & Cosmetics]]
* Clairol: * "Does she or doesn't she? Only her hairdresser knows for sure."
* [=CoverGirl=]: "Easy, breezy, beautiful. [=CoverGirl=]."
* Gillette: "The best a man can get."
* L'Oreal: "Because I'm/you're worth it."
** L'Oreal Kids: "Because we're worth it too!"
* Maybelline: "Maybe she's born with it. Maybe it's Maybelline."
* "Poof! There goes perspiration!" This is pretty dated since roll-on deodorants made Stopette and its squeeze bottles obsolete, as ''Magazine/{{MAD}}'' noted back in 1962. Creator/RodgersAndHammerstein alluded to it in a ''Me and Juliet'' song.
[[/folder]]

[[folder:Cleaning]]
* Bounty: "The Stronger Soaker-upper!" and "The (Quilted) Quicker Picker-upper!"
* "Calgon, take me away!"
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[[folder:Clothing]]
* "Gentlemen prefer Hanes."
* "I dreamed I ______ in my Maidenform bra."
* Nike: "Just do it."
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[[folder:Food & Drink]]
* "Beef -- it's what's for dinner."
* "Budweiser -- the King of Beers."
** "This Bud's for you."
* Captain Morgan's Rum: "Got a little Captain in ya?" (This is pretty disturbing when taken out of context.)
* "Behold, ThePowerOfCheese."
* Coca-Cola is one of the best examples, as it's had dozens, starting with the straightforward "Drink Coca-Cola" in 1886; it unveils a new slogan every few years. Some of the more memorable ones during the last few decades include "it's the real thing", "Coke is it", "I'd like to buy the world a Coke", "Coke adds life", "The pause that refreshes", "Have a Coke and a smile", "Always Coca-Cola", "Red, white and you", "Can't beat the feeling", "Can't beat the real thing" (updating the earlier "real thing" slogan), the elegantly simple "Enjoy","Taste the Coke Side of Life", "Open Happiness", and now, "Taste The Feeling".
** Diet Coke had "Just for the taste of it" for a while.
* [[Advertising/TheMostInterestingManInTheWorld "I don't always drink beer but when I do, I drink Dos Equis. Stay thirsty, friends."]]
* Folger's: "The best part of waking up is Folger's in your cup."
* Fosters: "Australian for beer". Naturally, this slogan is not used in Australia itself.
* General Mills: "Where better breakfasts begin."
** Lucky Charms: "They're magically delicious."
** Wheaties: "The breakfast of champions."
* "Do you have any Grey Poupon?" "But of course!"
* Kellogg's: "The best to you each morning."
** (Sugar) Frosted Flakes[=/=]Frosties: Tony the Tiger says "They're GRRRRRRREAT!"
* "Have a break. Have a [=KitKat=]."
** "Break time, anytime" during the brief period when they brought back the "gimme a break" jingle.
* "A Mars a day helps you work, rest and play."
* Maxwell House Coffee: "Good to the last drop!"
** The company used to claim the phrase originated from a comment UsefulNotes/TheodoreRoosevelt made while drinking a cup of their coffee; they later admitted the slogan was actually a fabrication of their advertising department.
* "Got Milk?"
* Miller Lite: "Great Taste. Less Filling."
* Nestle: "Makes the very best."
** "Sweet dreams you can't resist."
** Coffee-mate: "Coffee's perfect mate."
** Nesquick: "Milk made fun."
** Toll House: "It's good to be home."
* Paul Masson Winery: "We will sell no wine before its time."
* "Do you remember a time when you heard this slogan? Pepperidge Farm remembers." This one's taken on MemeticMutation status thanks to ''WesternAnimation/FamilyGuy''.
* "It's Pimms'o'clock!"
* Polaner All-Fruit spread: 'Could you please pass the jelly?': You always had a bunch of 'upper-crust' (or stuck-up rich people, take your pick) asking 'Could you please pass the Polaner All-Fruit?' and then some 'country' or such person go 'Could you please pass the jelly?' and cause everyone to faint since he called All-Fruit 'jelly'.
** Used similarly with Pace's picante sauce, with cowboys being served salsa made in '''NEW YORK CITY?!''' followed by some sort of punishment, including an [[SeriousBusiness implied hanging.]]
* Pork -- the other white meat."
* Post: "The cereals that start your day a little bit better."
* "It's Shake-and-Bake, and I helped."
* Stouffer's: "Nothing comes closer to home."
[[/folder]]

[[folder:Hotels]]
* Best Western: "The world's largest."
** "Your best bet is as Best Western."
** "As individual as America itself."
* Days Inn: "Bask in the sun."
** "Wake up to us."
** "Try us. And compare."
* Marriott: "Travel brilliantly."
* Motel 6: "(I'm Tom Bodett {for Motel 6}, and) we'll leave the light on for you." Going strong since ''1986'', and his voice has not changed one bit in that time.
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[[folder:Jewelry]]
* deBeers: "A diamond is forever" (often [[BeamMeUpScotty misquoted]] as "Diamonds are forever").
* "Every kiss begins with ''Kay''."
[[/folder]]

[[folder: Military]]
* The US Military's various branches:
** Army:
*** Get An Edge On Life
*** Be All That You Can Be
*** An Army Of One
*** Army Strong
** Navy:
*** It's Not Just A Job, It's An Adventure
*** Live The Adventure
*** Full Speed Ahead
*** Accelerate Your Life
*** A Global Force For Good
** Air Force:
*** Aim High
*** Fly, Fight, Win
** Marines:
*** We're Looking For A Few Good Men
*** The Few, The Proud, The Marines
** Coast Guard:
*** Be A Part Of The Action
*** Born Ready
[[/folder]]

[[folder:Other]]
* Smith Barney brokerage: "We make money the old-fashioned way. We ''earn'' it."
* "The American Express Card -- don't leave home without it."
** Also "That'll do nicely!" - created by Creator/SalmanRushdie.
** Visa--It's Everywhere You Want to Be."
** "There are some things money can't buy. For everything else, there's Mastercard"
* Alka Seltzer: "Plop plop, fizz fizz, oh what a relief it is." (which was also a {{Jingle}})
* Subversion leading to a change: [=DuPont's=] "Better Things For Better Living ... Through Chemistry" was shorn of its last two words after the phrase "Better Living Through Chemistry" was subverted by the drug culture.
* "There are some things money can't buy. For everything else, there's Mastercard." (NOTE: parodies of the "priceless" gimmick [[DeadHorseTrope wore out their welcome]] years ago, but that hasn't yet stopped anyone from making them)
* Advertising/{{Geico}} parodies this with their "So easy, a caveman can do it" commercials, in which cavemen take offense at the slogan.
** For a straight example: "GEICO. 15 minutes could save you 15% or more on car insurance."
* "Is it live or is it Memorex"?
* Energizer: "It keeps going and going and going..."
[[/folder]]

[[folder:Restaurants]]
* Burger King's most famous slogan was "Have it your way", but shortened it recently to just "Your Way", but since the logo is bext to the slogan in its ads, it makes it looks like it said "Burger King Your Way".
** In Australia, where the affiliated (but not identical) company is called Hungry Jack's, the slogan is "The burgers are better at Hungry Jack's".
** The BK Kids Meal's successor, the BK Crown, has "Imagination Is King".
* Chuck E. Cheese's: "Where a kid can be a kid."
** Also used by its predecessor/former competitor, Showbiz Pizza.
* Dunkin' Donuts: "Time to make the donuts."
** "America runs on Dunkin'."
* "Everybody needs a little KFC."
** "Kentucky Fried Chicken, we do chicken right!"
** Jingle: "so S O... G double-O D Good." The "SOGOOD" one is still used outside of the US though, jingle optional.
** "It's finger-lickin' good!"
* [=McDonald's=], as of 2006, is using "I'm Lovin' it!". They've also used "Did somebody say [=McDonald's=]?" and "It's a good time for the great taste of [=McDonald's=]", among others; one promotion in the 1970s turned the entire ingredients list for a Big Mac into a slogan/jingle that many Baby Boomers can still recite today.
** "Two all beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame seed bun." Or, as it was usually said "[=TwoAllBeefPattiesSpecialSauceLettuceCheesePicklesOnionsOnASesameSeedBun.=]"
** "You deserve a break today." Revised as "Have you had your break today?" in TheNineties.
* Wendy's: "Quality is our recipe."
** "Where's the beef?"
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[[folder:Retailers]]
* Blockbuster: "Go home happy."
** "Make it a Blockbuster night."
** "Wow, what a difference!"
* [=GameStop=]: "Power to the players."
* Radioshack: "The technology store."
* Toys "R" Us -- "The world's biggest toy store."
** "You'll never outgrow us."
** "More fun, more choices, more ways to save."
** "The world's joy store."
** "C'mon, let's play."
** "Awwwesome" (current)
[[/folder]]

[[folder:Television]]
* Creator/AnimalPlanet: "Surprisingly human."
* Creator/CartoonNetwork: "Check it" (primary) and "Are you CN what we're sayin'?" (secondary)
** Other past slogans include: "We're talkin' toon here!" (1992-1995), "The best place for cartoons" (1995-2004), "This is Cartoon Network" (2004-2007), and [[WesternAnimation/TheGrimAdventuresOfBillyAndMandy "Yes!"]] (2007-2008).
** "Every [day] at [time], Creator/CartoonNetwork[=/=]Creator/AdultSwim is building you a better cartoon show. We call it Creator/{{Toonami}}."
*** [[WesternAnimation/SupermanTheatricalCartoons "We won't be intimidated by criminal threats!"]]
** Prior to its 2015 rebrand, Creator/{{Boomerang}} had the slogan "It's all coming back to you."
* Creator/DiscoveryFamily: "Let's go."
** Creator/TheHub: "It could happen" and "Where everything comes together".
* Creator/DisneyChannel: "The best place to be." (current)
** Back when it was a pay service, The Disney Channel was called "America's family network."
* Creator/DisneyJunior: "Where the magic begins."
** Playhouse Disney: "Where learning is powered by imagination."
* Creator/{{Freeform}}: "Become with us" and "The new name for ABC Family", both are interchangeable.
** ABC Family: "A new kind of family."
* Creator/{{Ion}}: "Positively entertaining."
* Creator/{{NBC}}: "More colofrul."
** Previous slogans include: "Proud as a peacock", "Our pride is showing", "Let's all be there" and "Come home to the best".
* Creator/{{Nickelodeon}}: "The first kids network."
* Creator/{{TBS}}: "Very funny."
* Creator/{{TNT}}: "We know drama."
* Creator/{{Sprout}}: "Let's grow!"
** Universal Kids: "Being a kid is universal."
* Creator/{{SyFy}}: "Imagine Greater."
* Creator/ToonDisney: "Built from the best toons."
* Creator/{{USA}}: "Characters welcome."
[[/folder]]

[[folder:Technology]]
* General Electric: "Imagination at work."
** "We bring good things to life."
* Creator/{{Sony}} had three international slogans (five, if you include the US slogans "The One and Only" - late 1970s and 1980s - and "Research Makes The Difference - 1960s to early 1970s): "It's a Sony", "like.no.other", "make.believe", and the recent one, "''BE MOVED''". "It's a Sony" only shows up in the US in a few commercials from the late 1970s to the early 1990s.
[[/folder]]

[[folder:Theme Parks]]
* Ride/DisneyThemeParks: "Where dreams come true."
** Disneyland Resort: [[Disney/{{Aladdin}} "A whole new world."]]
*** Disneyland Park: "The happiest place on Earth."
*** Disney's California Adventure: "A fun new state of Disney magic."
** Walt Disney World: "The vacation kingdom of the world."
*** Magic Kingdom: "The most magical place on Earth."
*** Disney's Animal Kingdom: "The imagination of Disney gone wild."
** Disney Cruise Line: "Discover uncharted magic."
* Sesame Place: "Go before they grow."
* Ride/SixFlags: "Go big. Go Six Flags."
** "It's playtime!"
** "So big. So fast. So close."
* Ride/UniversalStudios:
** Universal Studios Hollywood: "The entertainment capital of L.A."
*** "The world's largest movie studio and theme park."
*** "If you haven't been lately, you haven't been."
** Universal Orlando Resort: "A vacation from the ordinary."
*** Universal Studios Florida: "See the stars. Ride the movies."
*** "No one makes believe like we do."
*** Islands of Adventure: "The adventure comes alive."
[[/folder]]

[[folder:Tobacco]]
* Camel: "I'd walk a mile for a camel."
** "Smooth character." (For ads with Joe Camel)
* Lucky Strike: "Be happy, go lucky!"
** "It's toasted!"
** "L.S./M.F.T. (Lucky Strike Means Fine Tobacco)".
* Philip Morris: "Call for Philip Morris!" (Better known for its use on radio, but was heard on TV in its early days, particularly on ''Series/ILoveLucy''.)
* "Winston tastes good, like a cigarette should".
** "Excellence. The best live up to it."
[[/folder]]

[[folder:Transportation]]
* American Airlines: "We know why you fly."
** "Something special in the air."
** "We're American Airlines. Doing what we do best."
* Delta Airlines: "Keep climbing."
** “At Delta, we love to fly, and it shows.” (80s-90s)
* Eastern Airlines: "The wings of man."
** "We earn our wings every day."
* United Airlines: “Fly the friendly skies.” Usually accompanied by Rhapsody in Blue by GeorgeGershwin.
* Southwest Airlines: “You are now free to move about the country.”
* "Go Greyhound and leave the driving to us."
** "Tour in style."
[[/folder]]

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