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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".
  • "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. In the Philippines, in the mid to late 90's, it was "I Love This Car.", which while simple, does drive home the point that most Filipinos do indeed love their Toyota made vehicles they own.
    • 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".
  • Crédit Mutuel (France): "La banque à qui parler." ("The bank to talk to.")
  • Lloyds-TSB used "For the journey".
    • After Lloyds Bank and TSB demerged in 2013, the former started using "By your side" as their slogan and the latter began using "Local banking for Britain".
  • Merrill Lynch:
    • "A tradition of trust."
    • "Be bullish."
    • "There's only one Merrill Lynch."
  • Nationwide:
    • "Proud to be different"
    • " on your side"
  • 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."
  • Garnier:
    • "Take care! Garnier!"
  • 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.
  • Rimmel London:
    • "Get the London look"

  • Ajax: "Stronger than dirt."
  • Bounty: "The Stronger Soaker-upper!" and "The (Quilted) Quicker Picker-upper!"
  • "Calgon, take me away!"
    • "Calgon helps your washing machine live longer!"
  • "Cillit Bang! BANG and the dirt is gone!"
  • "Duz does everything."
  • "Vanish! Trust pink, forget stains"

  • Calvin Klein: "Nothing comes between me and my Calvins. Nothing."
  • "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."
    • Bud Light: "The sure sign of a good time."
  • "Crispety, crunchety, peanut buttery. Nothing like a Butterfinger!"
  • 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 _____ 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, my 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.
    • "Fosters! Good Call" is another slogan used by the company
  • General Mills: "Where better breakfasts begin."
    • Kix: "Kid-tested, mother-approved."
    • 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!"
  • The peanut butter brand Jif had "Choosy mothers choose Jif" for decades. Their current slogan is "That Jif'ing good."
  • Miller Lite: "Great Taste. Less Filling."
  • Mountain Dew: "Do the Dew."
    • "It'll tickle yore innards!"
  • Mr Kipling: "Exceedingly good cakes."
  • Nestlé: "Good food, good life"
    • "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."
  • "More Ovaltine, please!"
  • 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.
  • Pepsi: "The choice of a new generation."
  • "Nothing says lovin' like something from the oven. And Pillsbury says it best."
    • "Mmmmm. Ahhhh. Ohhhh. Poppin' Fresh Dough."
    • "The freshest ideas are baking at Pillsbury."
    • "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."
  • York Peppermint Patty: "Get the Sensation."
  • "Thanks Goodness for Chef Boyardee"

  • 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."
  • "Premier Inn. Everything's premier but the price."

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

  • De Beers: "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)

    Public Service Announcements 

  • 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 Entertainment: "More Fun for Everyone.", Now "Fun for All into the Future", and this time it is fully used for all of Bandai Namco's operations.
  • 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."
  • 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."
  • Sprint: "Can you hear me now?"
  • "More bars. In more places. Cingular/Verizon Wireless."

  • Arby's: "We Have The Meats."
    • "It's Good Mood Food!"
  • Burger King's most famous slogan is "Have it your way", but they shortened it in the 2010s to just "Your Way". Since the logo was often displayed 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".
    • Their current slogan, introduced in 2023, is "You rule." This is used interchangeably with "Have it your way."
  • 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.
    • During the Pizza Time Theater days (early to mid 1980s) it was "Smile America, say Chuck E. Cheese!"
  • 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" (which was used throughout The '80s until the early The '90s), 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.
    • In France, there's "Venez comme vous êtes." ("Come as you are.") to promote an inclusive image for the company.
  • Papa John's Pizza: "Better ingredients. Better pizza."
  • Pizza Hut: "Makin' it Great!"
    • "Nobody Outpizzas the Hut."
    • "Gather round the good stuff."
  • Round Table Pizza: "The last honest pizza".
  • Subway: "Eat fresh."
    • "The way a sandwich should be."
  • Taco Bell: "Live más."
    • "Deliciously different."
    • "Think outside the bun."
  • 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!"
  • Argos:
    • "Don't shop for it, Argos it!"
  • GameStop: "Power to the players."
  • Kmart: "The savings place." and "There's smart, and there's Kmart smart."
  • RadioShack: "The technology store."
  • "Oh thank heaven for 7-Eleven."
  • Staples: "Yeah. We've got that."
    • "That was easy."
  • Target: "Expect more. Pay less."
    • "See. Spot. Save."
  • Tesco: "Every little helps."
  • 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.
  • A&E:
    • Be Original
    • We Are A&E
    • Real Life. Drama
    • Time Well Spent
    • Escape The Ordinary
  • Animal Planet: "Surprisingly human."
  • Cartoon Network: "Redraw your world."
  • CBS: "Welcome home."
    • "We've got the touch."
    • "Only CBS."
  • Discovery Family: "Let's go." As The Hub it used "It could happen" and "Where everything comes together".
  • Disney Channel: "Hi I'm (insert actor's name) from (insert show's name), and you're watching Disney Channel." Cue the famous wand drawing a pair of Mickey ears.
    • The secondary slogan is currently "The best place to be."
    • 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."
    • ABC Family's predecessor, Fox Family Channel, had "You Belong".
  • 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."
  • I.O.N: "Positively entertaining."
  • MBC: "meet me, MBC"
  • MSNBC:
    • "This is who we are."
    • "Lean forward."
  • NBC:
    • "More colorful."
    • Previous slogans include: "Proud as a peacock", "Our pride is showing", "Just watch us now", "Let's all be there" and "Come home to the best".
  • Nickelodeon: "The first kids network."
  • PBS: "Be more."
  • TBS: "Very funny."
  • TNT: "We know drama."
  • Turner Classic Movies:
    • "Let's movie."
    • "Where then meets now."
  • 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 Network: "Characters welcome."
    • Previous slogans included: "The cure for the common show!" and "America's Favorite Cable Network"
  • The WB:
    • "Kiss the frog, baby!"
    • "A fifth network? When frogs sing."
    • "Watch the frog."
  • WildEarth:
    • "It's in your nature"
    • "Expect the unexpected with WildEarth"

  • If you're not playing on a 3DO Interactive Multiplayer, then "What are you playing with?"
  • Compact Disc: "Perfect sound forever."
  • 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."
  • Microsoft: "Empowering others."
    • "Where do you want to go today?" (1990s), "Your potential. Our passion." (2000s), "Be what's next." (2010s)
    • Their gaming consoles have used "Life is short. Play more." (Xbox), "Jump in." (Xbox 360), "Jump ahead." (Xbox One), and "Power Your Dreams. (Xbox Series X|S)
  • 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."
  • Philips: "Innovation and you." Formerly "Let's Make Things Better."
  • Sega:
  • 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.

    Theme Parks 
  • Busch Gardens: "Fun grows here."
    • Busch Gardens Tampa: "Where people and caged animals run free."
    • Busch Gardens Williamsburg: "Celebrate, connect, and care for the natural world through the power of entertainment."
  • 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's Hollywood Studios: "Let your adventure begin"
      • Disney's Animal Kingdom: "The imagination of Disney gone wild."
    • Disney Cruise Line: "Discover uncharted magic."
    • Disneyland Paris: "Where Magic Gets Real."
    • Tokyo Disneyland: "The Kingdom of Dreams and Magic."
  • Dutch Wonderland: "The Kingdom for Kids."
  • SeaWorld: "Real. Amazing."
    • SeaWorld Orlando: "The coaster capital of Orlando."
    • "From park to planet."
  • Sesame Place: "Go before they grow."
  • Six Flags: "Go big. Go Six Flags."
    • "It's playtime!"
    • "So big. So fast. So close."
    • "More flags, more fun!"
    • 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: "Let Yourself Woah"
      • Universal Studios Florida: "See the stars. Ride the movies."
      • "No one makes believe like we do."
      • "A vacation from the ordinary."
      • Islands of Adventure: "The adventure comes alive.
    • Universal Studios Japan: "No Limit!"
      • "The Power of Hollywood" (2001-2002)
  • Efteling: "Wereld vol wonderen" note 

  • 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 Example(s):

Alternative Title(s): Slogan


Wii Would Like To Play

In North America, ad company Leo Burnett created a series of award-winning commercials for the Nintendo Wii featuring two Japanese businessmen traveling the United States and asking people to play Wii games with them using the now-iconic "Wii Would Like To Play" tagline. This particular ad promotes Super Smash Bros. Brawl.

How well does it match the trope?

5 (6 votes)

Example of:

Main / Slogans

Media sources: