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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 Bite the Wax Tadpole. See also Our Slogan Is Terrible (for bad examples of slogans, some of which may be intentional) and Slogan-Yelling Megaphone Guy. Taglines are a subtype meant to advertise media series, movies, etc.



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  • 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.
  • 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 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.
  • Toyota: "Start your impossible."
    • "Let's go places."
    • "Moving forward."
    • "The promise of something better."
    • In some Asian countries in the 90's, it was "Caring for the Ones You Love", complete with the slogan being sang jingle-wise. In Japan, from the 80's to 90's, it was "Fun To Drive", and later it became "Fun To Drive Again", during the time the advertising campaign involved now-grown up Doraemon characters.
    • At some point in the 90s, it was "I love what you do for me."
  • Volkswagen: "Fahrvergnügen" and "Das Auto".
    • "Drivers wanted"
    • “It’s what the people want.”
  • "Not your father's Oldsmobile."

  • Bank of America: "Bank of opportunity."
  • Capital One: "What's in your wallet?"
  • Chase: "Make more of what's yours." Before, it was "So You Can".
  • Merrill Lynch:
    • "A tradition of trust."
    • "Be bullish."
    • "There's only one Merrill Lynch."
  • TD Bank: "America's most convenient bank."
  • Washington Mutual:
    • The WaMu Way."
    • "The power of yes."
    • "It just makes sense."
  • Wells Fargo:

    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 MAD noted back in 1962. Rodgers and Hammerstein alluded to it in a Me and Juliet song.

  • Ajax: "Stronger than dirt."
  • Bounty: "The Stronger Soaker-upper!" and "The (Quilted) Quicker Picker-upper!"
  • "Calgon, take me away!"

  • "Gentlemen prefer Hanes."
  • "I dreamed I ______ in my Maidenform bra."
  • Nike: "Just do it."

    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, The Power of Cheese."
  • "Australians wouldn't give a Castlemaine XXXX for anything else."
  • 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.
  • "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."
  • Goldfish: "The snack that smiles back."
  • "Do you have any Grey Poupon?" "But of course!"
  • "Barr's Irn-Bru. Made in Scotland from girders" and "Scotland's other national drink". More recently "See what Irn-Bru can do for you" and "Get some Irn in you."
  • Kellogg's: "The best to you each morning."
    • "Your best days start with breakfast."
    • (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 Theodore Roosevelt made while drinking a cup of their coffee; they later admitted the slogan was actually a fabrication of their advertising department.
  • "Got Milk?"
    • "It does a body good!"
  • Miller Lite: "Great Taste. Less Filling."
  • Mr Kipling: "Exceedingly good cakes."
  • Nestlé: "Makes the very best." note 
    • "Sweet dreams you can't resist."
    • Coffee-mate: "Coffee's perfect mate."
    • Nesquik: "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 Memetic Mutation status thanks to Family Guy.
  • "And Pillsbury says it best."
    • "Mmmmm. Ahhhh. Ohhhh. Poppin' Fresh Dough."
    • "The freshest ideas are baking at Pillsbury."
    • "Lovin' from the oven."
    • "Add a little love."
  • "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 implied hanging.
  • Pork — the other white meat."
  • Post: "The cereals that start your day a little bit better."
    • "Breakfast made right."
  • "Red Bull gives you wiiings."
  • "It's Shake-and-Bake, and I helped."
  • Stouffer's: "Nothing comes closer to home."
  • "You know when you've been Tangoed."

  • Best Western: "The world's largest."
    • "Your best bet is as Best Western."
    • "As individual as America itself."
  • Days Inn: "Bask in the sun."
    • "The best value under 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.
    • "Save more for what you travel for."

  • America Online: "So easy to use, no wonder it's #1."
  • " And you're done."
  • YouTube: "Broadcast yourself."

  • deBeers: "A diamond is forever" (often misquoted as "Diamonds are forever").
  • "Every kiss begins with Kay."

  • 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
    • National Guard
      • Always Ready, Always There
      • You Can!
      • Get Your Guard Up! (1970s)

  • 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 Salman Rushdie.
    • 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)
  • Bandai Namco: "More Fun for Everyone."
  • In the mid 90's, Capcom wants you to "TRY NEXT"... in Japan.
  • Discovery Zone: "Where Kids Wanna Be!"
  • 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.
  • Energizer: "It keeps going and going and going..."
  • FedEx: "The world on time."
    • When they were known as Federal Express: "When it absolutely, positively has to be there overnight."
  • GEICO:
    • They parody 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."
  • "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)
  • Hallmark: "When you care enough to send the very best."
  • "Is it live or is it Memorex"?
  • Sanrio: Small Gift, Big Smile
  • Silentnight Beds: "Sleep tight." "Have a silent night."

  • Arby's: "We Have The Meats."
    • "It's Good Mood Food!"
  • Burger King's most famous slogan was "Have it your way", but shortened it recently to just "Your Way", but since the logo is next 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".
  • Chick-fil-A: "EAT MOR CHIKIN" (sic)
  • 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!"
  • Little Caesars: "Pizza! Pizza!"note 
  • 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 The '90s.
  • Papa John's Pizza: "Better ingredients. Better pizza."
  • Pizza Hut: "Makin' it Great!"
    • "Nobody Outpizzas the Hut."
  • Subway: "Eat fresh."
    • "The way a sandwich should be."
  • Wendy's: "Quality is our recipe."
    • "Where's the beef?", which became a marketing phenomenon.
    • "You know when it's real."
    • "It's waaaay better than fast food. It's Wendy's."

  • Best Buy: "Let's talk about what's possible."
  • Blockbuster: "Go home happy."
    • "Make it a Blockbuster night."
    • "Wow, what a difference!"
  • GameStop: "Power to the players."
  • Radioshack: "The technology store."
  • "Oh thank heaven for 7-Eleven."
  • Target: "Expect more. Pay less."
    • "See. Spot. Save."
  • 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"
  • Walmart: "Save money. Live better."
    • "Always low prices. Always."

  • ABC's One Saturday Morning reminds viewers that "You only get one a week." And by that, we mean the Saturday Morning Cartoon Kids Block.
  • Animal Planet: "Surprisingly human."
  • Cartoon Network: "Redraw your world."
  • CBS: "Welcome home."
  • Discovery Family: "Let's go." As The Hub it used "It could happen" and "Where everything comes together".
  • Disney Channel: "The best place to be." (current)
    • Back when it was a premium cable service, The Disney Channel was called "America's family network."
  • Disney Junior: "Where the magic begins." As Playhouse Disney it used "Where learning is powered by imagination."
  • Freeform: "Become with us" and "The new name for ABC Family", both are interchangeable. After the first logo change, it acquired a new one: "A little forward" (without the period). ABC Family itself had "A new kind of family."
  • HBO:
    • "It's not TV. It's HBO."
    • "Something special's on."
    • "There's no place like HBO."
    • "Great movie are just the beginning."
    • "HBO people don't miss out."
    • "The great entertainment alternative".
  • IFC: "Always on. Slightly off."
  • Ion: "Positively entertaining."
  • MSNBC:
    • "This is who we are."
    • "Lean forward."
  • NBC:
    • "More colorful."
    • Previous slogans include: "Proud as a peacock", "Our pride is showing", "Let's all be there" and "Come home to the best".
  • Nickelodeon: "The first kids network."
  • TBS: "Very funny."
  • TNT: "We know drama."
  • SyFy: "Imagine Greater."
  • Toon Disney: "Built from the best toons."
  • Universal Kids: "Being a kid is universal." Their predecessor/preschool block Sprout has "Let's grow!"
  • UPN: "The first network for the next century."
  • USA: "Characters welcome."
  • The WB:
    • "Kiss the frog, baby!"
    • "A fifth network? When frogs sing."
    • "Watch the frog."

  • General Electric:
    • "Imagination at work."
    • "We bring good things to life."
  • Most of Intel's slogans have emphasized the word "inside".
    • "The Computer Inside".
    • "Experience what's inside"
    • "Look Inside."
  • Philips CD-i: "CD for your TV."
  • Sony had four international slogans (six, 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", "", "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.
  • Nintendo: "There's no play like it."
  • Nvidia: "The Way It's Meant To Be Played."
    • "Born to Perform"
    • "Game Advanced"
    • "Gaming Perfected"
    • "Graphics Reinvented"
    • "RTX On."
  • If you're not playing on a 3DO Interactive Multiplayer, then "What are you playing with?"

    Theme Parks 
  • Disney Theme Parks: "Where dreams come true."
    • Disneyland Resort: "A whole new world."
      • Disneyland Park: "The happiest place on Earth."
      • "Where the magic began."
      • "Wonderful memories. Wonderful days." note 
      • 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."
      • Epcot: "The magic of possibility."
      • Disney-MGM Studios: "Where show business takes center stage!"
      • Disney's Animal Kingdom: "The imagination of Disney gone wild."
    • Disney Cruise Line: "Discover uncharted magic."
  • Sesame Place: "Go before they grow."
  • Six Flags: "Go big. Go Six Flags."
    • "It's playtime!"
    • "So big. So fast. So close."
    • Six Flags Magic Mountain: "Thrill capital of the world."
      • Prior to the Six Flags ownership, Magic Mountain had the slogan "If we weren't a little crazy, you wouldn't have so much fun."
  • Universal Studios:
    • 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.

  • 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)".
  • Marlboro: "Come to where the flavor is. Come to Marlboro Country."
  • Philip Morris: "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.)
  • "Us Tareyton smokers would rather fight than switch!"
    • When American Tobacco later introduced Tareyton Light, that brand was promoted with "Us Tareyton smokers would rather light than fight!"
  • "Winston tastes good, like a cigarette should".
    • "What do you want, good grammar or good taste?" poked fun at the Grammar Nazis who complained that the above slogan should read "as a" instead of "like a".
    • "Excellence. The best live up to it."

  • Alaska Airlines: "Fly smart. Land happy."
  • 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."
  • Qantas: "The Australian airline."
    • "The spirit of Australia."
  • United Airlines: “Fly the friendly skies.” Usually accompanied by Rhapsody in Blue by George Gershwin.
  • Southwest Airlines: “You are now free to move about the country.”
  • "Go Greyhound and leave the driving to us."
    • "Tour in style."

    Video Games 


Video Example(s):

Alternative Title(s): Slogan


Hinge's Slogan, Illustrated

"The Dating App Designed to be Deleted"

How well does it match the trope?

5 (3 votes)

Example of:

Main / Slogans

Media sources:

Main / Slogans