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 Catch Phrase
linked to a product
rather than a character. Like a Catch Phrase
, 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 Bite the Wax Tadpole
. See also Our Slogan Is Terrible
examples of slogans, some of which may be intentional
) and Slogan-Yelling Megaphone Guy
- "Call for Philip Morris!" (Better known for its use on radio, but was heard on TV in its early days, particularly on I Love Lucy.)
- The same goes for a rival tobacco company's slogan: "I'd walk a mile for a Camel."
- Lucky Strike had several, including "Be happy, go Lucky," "It's toasted!" and "L.S./M.F.T." (Lucky Strike Means Fine Tobacco). The latter two are still printed on their packaging.
- "Winston tastes good like a *clap clap* cigarette should!"
- "The Stronger Soaker-upper!" and "The Quicker Picker-upper!" (Bounty paper towels)
- 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".
- General Electric: "We bring good things to life." Now "Imagination At Work".
- 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".
- 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."
- Maxwell House Coffee: "Good to the last drop!" The company used to claim the phrase originated from a comment Theodore Roosevelt made while drinking a cup of their coffee; they later admitted the slogan was actually a fabrication of their advertising department.
- deBeers: "A diamond is forever."
- Wendy's: "Where's the beef?"
- "Calgon, take me away!"
- "Gentlemen prefer Hanes."
- Smith Barney brokerage: "We make money the old-fashioned way. We earn it."
- "Pork — the other white meat."
- "Beef — it's what's for dinner."
- "The American Express Card — don't leave home without it."
- Also "That'll do nicely!" - created by Salman Rushdie.
- Visa—It's Everywhere You Want to Be."
- "There are some things money can't buy. For everything else, there's Mastercard"
- "Budweiser — the King of Beers."
- Motel 6: "We'll leave the light on for you."
- Nike: "Just do it."
- "Radioshack: The Technology Store."
- "Does she or doesn't she? Only her hairdresser knows for sure."
- Wheaties: "Breakfast of Champions" (Another slogan that dates back all the way to radio. At least.)
- Paul Masson Winery: "We will sell no wine before its time."
- Alka Seltzer: "Plop plop, fizz fizz, oh what a relief it is." (which was also a Jingle)
- "It's Shake-and-Bake, and I helped."
- Dunkin' Donuts: "Time to make the donuts."
- "America runs on Dunkin'."
- "Fahrvergnugen" and "Das Auto." for Volkswagen.
- 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.
- "Do you have any Grey Poupon?" "But of course!"
- "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.
- "Every kiss begins with Kay."
- "There are some things money can't buy. For everything else, there's Mastercard." (NOTE: parodies of the "priceless" gimmick wore out their welcome years ago, but that hasn't yet stopped anyone from making them)
- Captain Morgan's Rum: "Got a little Captain in ya?" (This is pretty disturbing when taken out of context.)
- GEICO parodies this with their "So easy, a caveman can do it" commercials, in which cavemen take offense at the slogan.
- 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."
- CoverGirl: "Easy, breezy, beautiful. CoverGirl."
- A digital pregnancy test: "The most sophisticated piece of technology you'll ever pee on." (That sounds like a challenge, frankly.)
- Gillette: "The best a man can get."
- "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 Fridge Logic. They also have "Built Ford tough", which if one thinks about it, is always true even if the Ford were made of paper mache.
- Chuck E. Cheese's, "Where a kid can be a kid."
- Also used by its predecessor/former competitor, Showbiz Pizza.
- 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 implied hanging.
- "Fosters: Australian for beer." Naturally, this slogan is not used in Australia itself.
- "It's Pimms'o'clock!"
- Amusingly enough the United States Army has been recruiting for years with increasingly shorter slogans. From 1981 through today it's gone through "Be All that you Can Be" to "An Army of One" to "Army Strong."
- On the subject of military services, the Marines have had the slogan "The Few. The Proud. The Marines." for some years.
- Some television channels:
- USA: "Characters Welcome."
- Animal Planet: "Surprisingly Human"
- SyFy: "Imagine Greater."
- TNT: "We know drama."
- Ion: "Positively entertaining."
- NBC: "More Colorful."
- The Hub:
- "Where Everything Comes Together."
- "It Could Happen."
- Discovery Family: "Let's Go"
- Disney Channel: "The Best Place to Be." (Current)
- Freeform: "Become With Us" and "The new name for ABC Family", both are interchangeable.
- Bandai Namco Entertainment does let you know that there's "More Fun For Everyone"... but only in Europe and Asia. North America doesn't even use this despite it's in English already.
- Folger's: "The best part of waking up is Folger's in your cup."
- Stouffer's: "Nothing comes closer to home."
- Nestle's Coffee-mate: "Coffee's perfect mate."
- "N-E-S-T-L-E-S, Nestle's makes the very best... chocolate!"
- "A Mars a day helps you work, rest and play."
- "Behold, The Power of Cheese."
- "Is it live or is it Memorex"?
- "No elves."
- "Got Milk?"
- "I dreamed I ______ in my Maidenform bra."
- Miller Lite: "Great Taste. Less Filling."
- Chevrolet: "The Heartbeat of America" and now "Open New Roads".
- "Like a Rock" for Chevy's trucks.
- Audi has had "Vorsprung durch Technik" ("progress through technology") since The '70s, and notably used it in most markets except the USA untranslated. It's well-known enough to have been quoted by bands like blur and U2 and given Shout Outs in films like Lock, Stock & Two Smoking Barrels or TV shows like Only Fools and Horses. The US slogan is "Truth in Engineering".
- BMW. Sheer Driving Pleasure. [cue jingle]
- In the UK & USA: The Ultimate Driving Machine.
- British Anthology Comic The Beano used to have a slogan "Never be without a Beano".
- 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.
- "Poof! There goes perspiration!" This is pretty dated since roll-on deodorants made Stopette and its squeeze bottles obsolete, as MAD noted back in 1962. Rodgers and Hammerstein alluded to it in a Me and Juliet song.
- "Do you remember a time when you heard this slogan? Pepperidge farm remembers."
- Every [day] at [time], Cartoon Network/[adult swim] is building you a better cartoon show. We call it Toonami.
- We won't be intimidated by criminal threats!
- Also owned by Cartoon Network: "Boomerang: it's all coming back to you."
- During the late 90s/early 00s, Cartoon Network itself was "The Best Place for Cartoons". It's first slogan in 1992 was "We're talkin' toon here!". Other slogans include "Check It" and "Are you CN what we're sayin'?".
- Kellogg's (Sugar) Frosted Flakes/Frosties: Tony the Tiger says "They're GRRRRRRREAT!"
- Disney Theme Parks: "Where dreams come true."
- Disneyland: "The happiest place on Earth."
- Walt Disney World: "The vacation kingdom of the world." (1970s)
- Magic Kingdom: "The most magical place on Earth."
- Disney's Animal Kingdom: "The imagination of Disney gone wild."
- Disney Cruise Line: "Discover uncharted magic."
- Energizer: "It keeps going and going and going..."
- "Have a break. Have a KitKat."
- The US Military's various branches:
- Get An Edge On Life
- Be All That You Can Be
- An Army Of One
- Army Strong
- 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:
- We're Looking For A Few Good Men
- The Few, The Proud, The Marines
- Coast Guard:
- Be A Part Of The Action
- Born Ready
- "I don't always drink beer but when I do, I drink Dos Equis. Stay thirsty, friends."