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A slogan sells a product by describing how it differs from rivals’ offerings. A company’s complete identity and branding are represented by a tagline, on the other hand. The most memorable slogans and taglines are those that are benefit-oriented, snappy, emotional, and tell a narrative.
We’ve compiled a list of the top slogans and taglines over the previous 50 years.
A Diamond Is Forever: De Beers
What better way to express love than to declare it will last forever? With their “A Diamond Is Forever” slogan, developed by N.W. Ayer ad agency, De Beers hit the core of people’s love sentiments—specifically in the context of marriage. The phrase, which alludes to a stone that lasts forever, lets couples express their desire to make a “forever” commitment to one other, evoking millions of emotions and transforming their product into the gold standard for any suitable engagement.
Apple: ‘Think beyond the box.’
Perhaps no other firm has done a better job of defining a brand via a slogan than Apple. In 1997, they started their “Think Different.” campaign (ad agency TBWA) in reaction to IBM’s “Think IBM.” Apple used revolutionaries like Albert Einstein and Amelia Earhart to define what it meant to “think different,” allowing customers to see themselves as part of a class that was more forward-thinking than their peers.
The Quicker Picker Upper: Bounty.
Bounty Paper Towels with the slogan “The Quicker Picker Upper”
Introduced in 1957, P&G’s Bounty slogan, “The Quicker Picker Upper,” hit the nail on the head as they were aiming to showcase their product’s function. The function of a paper towel is to absorb, of course. If it absorbs well, it absorbs quickly. While other brands emphasized strength or softness, Bounty went to the heart of what consumers sought in a paper towel with a slogan that was catchy, functional, and fun to say.
There are certain things that money can’t buy: Mastercard
Mastercard was founded in 1997. “Some things are beyond the reach of money.” The phrase “For everything else, there’s Mastercard” went popular across the world. Consumers reacted by compiling their own shopping lists that resulted in unforgettable experiences. As a consequence, customers were flooded with sentiments of nostalgia, gratitude, pleasure, and love, prompting them to sign up for a card that promised to keep the pleasant sensations flowing.
Just Do It: Nike
The advertising firm Weiden + Kennedy coined the slogan “Just Do It.” for Nike in 1988. According to research conducted by Texas Tech University, “Just Do It.” is the most remembered tagline of all time. It generates drive and confidence, is brief and memorable, and encourages Nike consumers to see themselves succeeding. It’s also a private matter. People naturally consider what they want to “simply do” and turn to Nike items to assist them in achieving their goals.
All the News That Fits to Print: New York Times.
The “All the News That’s Fit to Print” motto, created by Adolph S. Ochs, first appeared on the front page of the New York Times in 1896 and has been there ever since. It verifies the paper’s mission of never missing an enticing or informative headline, as it is proudly featured on one of the thickest US newspapers. As a consequence, it guarantees full coverage, eliminating the need to read news elsewhere, resulting in 3 million Americans reading the paper every day.
Be All You Can Be: US Army
“Be All You Can Be.” was created by Senior Copywriter Earl Carter (pen-name, E.N.J Carter) of the N.W. Ayer Advertising Agency became the United States Army’s recruitment slogan in 1980. The word conjures up images of achievement and strength for young, determined individuals who want to make a difference. It gives recruits a tale about what they’re getting: a success story with them as the protagonist.
Fly the Friendly Skies: United Airlines
By 1965, air travel was no longer exclusive to the upper crust of society but was widely available to families. Unfortunately, United Airlines has a reputation for being fast, formal, and professional—but not for being family-friendly. The Leo Burnett Agency came up with the slogan “Fly the Friendly Skies.” The ad was supported by the introduction of female stewardesses, who gave the flying experience a softer, more welcoming atmosphere, ushering in a new age of family air travel in the United States.
Good to the Last Drop: Maxwell House
“Good to the Last Drop” was Coca-1907 Cola’s advertising slogan, and it first appeared in 1915 as a Maxwell Coffee House tagline. Maxwell House, on the other hand, embraced it and ran with it, saying it was a phrase Teddy Roosevelt used often when sipping coffee. The phrase became an American tale as a result of this history. While the legend was subsequently debunked, the slogan persisted; Maxwell House Coffee had become a morning ritual in America.
It Takes a Licking and Keeps on Ticking: Timex
Because the tagline “It Takes a Licking and Keeps on Ticking” from Timex’s 1950s watch was still appealing in the 1990s, it was resurrected. Its message of durability went to the core of what its target audience—sports-obsessed young people—were looking for in goods as well as in their own performance on the field.
It’s the real thing: Coca-Cola
The D’Arcy Agency coined the now-famous Coca-Cola slogan “It’s the genuine thing” in the 1940s, but it wasn’t until the 1960s and 1970s that the phrase gained traction. During these decades, brand manager Ira C. Herbert’s research revealed that consumers want an escape from phoniness, and Coca-Cola set out to provide it. The brand effectively distinguished itself by emphasizing that they were the original soda firm that fraudulent rivals mimicked.
Melts in Your Mouth―Not In Your Hands: M&Ms
M&M’s’ “The Milk Chocolate Melts in Your Mouth―Not in Your Hands” slogan was created in 1954 by Ted Bates and has endured for decades as one of the most-loved American catchphrases. While chocolate melts by nature, Mars makes its chocolate stand out by giving all chocolate-lovers a treat they can casually eat or offer their little ones without worrying about a mess.
AT&T: Reach out and touch someone
Created and launched in 1979 by N.W. Ayer, AT&T’s “Reach out and touch someone” tagline launched when long-distance calling was just becoming a thing. Travel was booming, and people wanted to connect with loved ones at increasingly longer distances. While some companies offered select long-distance calling, AT&T’s offered long-distance calls anytime, anywhere, making way for travel without long periods of total separation.
The ultimate driving machine: BMW
BMW’s tagline, “The ultimate driving machine,” was created by Ammirati & Puris in 1975 and has enjoyed a decades-long reign. In a time when baby boomers were making money and striving for success, “The ultimate driving machine” tagline spoke to their need to showcase their success. What makes this tagline powerful is its innate promise to help baby boomers flaunt their success after working so hard to achieve it.
The Few The Proud Ones: The Marines
“The Few. The Proud. The Marines.” was created by J. Walter Thompson Agency in 1977 and presents the United States Marine Corps as a high-caliber class of the few, thereby distinguishing it from other US military forces. As a result, a plethora of feelings, including pride and determination, are evoked. The tagline is similarly made up of three short phrases. The phrases’ tempo aids trainees in visualizing a marching band on an elite mission.
Snap! Crackle! Pop: Rice Krispies
Created in 1932 by N.W. Ayer, Rice Krispies from Kellogg’s “Snap! Crackle! Pop!” says the narrator. the slogan became a story that spoke to Americans over the decades. Commercials with this jingle appealed to moms looking for a healthy breakfast by positioning the cereal’s sounds as the “song of health” for their families. During World War II, the Snap, Crackle, and Pop characters urged people to save time, fuel, and energy. Over time, the slogan built trust via stories that spoke to American needs.
Does exactly what it says on the tin: Ronseal
“Does exactly what it says on the tin,” a Ronseal slogan, appealed to do-it-yourselfers (DIYers) who were weary of goods with ambiguous promises. They wanted to purchase with confidence, and Ronseal gave them that. Ads with the tagline featured everyday people and lines like “Don’t worry, it’s just varnish,” putting consumers at rest and implying that DIY wood staining could be done without guessing with the correct product.
Got milk: California Milk Processor Board
The 1995 “Got milk?” campaign was a move by the California Milk Processor Board to counteract the growth of fast food and beverages in favor of a healthier America. “Got milk?” employed deprivation marketing to remind consumers how fortunate they were to have such a healthful beverage at their disposal. Ads showing celebrities with milk mustaches, such as Jennifer Love Hewitt, were created to appeal to TV viewers who wanted to seem hip while drinking milk.
How to Create the Most Effective Slogan
There are several approaches to crafting a successful tagline or slogan, and businesses must concentrate on the tactics that are most beneficial for them depending on the demands and requirements of their target audience. The finest ones, on the other hand, are memorable, distinguish a brand or product from rivals, emphasize a benefit, tell a narrative, and elicit an emotional reaction.
Make It Stick in Your Mind
Some firms use rhyming phrases or a play on words to create a distinctive tagline or slogan. Rhyming phrases help consumers anticipate what will happen next, but a play on words causes people to think about the tagline rather than merely passively consume it, reinforcing it in their brains. Consider the tagline of Timex: “It Takes a Licking and Keeps on Ticking.” It’s enjoyable to say since it rhymes and is thus remembered.
Concentrate on a differentiator.
Some companies strive to come up with a smart or charming slogan but fail to emphasize their unique selling points. Instead, concentrate on the unique qualities of your product and describe them in three to five sentences. Take Ronseal’s “Does exactly what it says on the box” as an example. While competitors’ slogans made varnishing look frightening, Ronseal set itself apart by establishing a simple tagline that everybody could understand.
Concentrate on a Benefit
As you focus on what makes your product different, be sure to explain what key benefits customers will enjoy if they use it. Consider M&M’s “The Milk Chocolate Melts in Your Mouth―Not in Your Hands” slogan that offers a promise of clean eating and convenience. All chocolate companies can claim a delicious treat, but few can claim a mess-free treat.
Tell a Tale
The best slogans and taglines tell a tale with your target audience as the hero character. Consider the U.S. Marines’ “The Few. The Proud. The Marines.” tagline. Recruits imagine themselves as part of an elite class with a future as a protector of the country.
Create a Feeling
People remember emotions—and what sparks those emotions. Consider AT&T’s “Reach out and touch someone” campaign. Hearing that makes customers think of loved ones and family. The result is a brand that’s associated with positive memories and experiences people want to remember.
“Think about what difficulties your product or service addresses for the individuals who are buying it to come up with an effective corporate tagline or slogan.” Potential customers aren’t interested in you or your business. They want to know how you can assist them and what benefits they will get. Why should they be concerned? Why should people be interested in learning more? Instead of ‘I,’ consider ‘you.’”
—Clare Lankester, Boutique Digital Media’s search engine consultant (SEO)
Tagline vs. Slogan
While the phrases “slogan” and “tagline” are sometimes used interchangeably in business marketing and advertising, they serve two distinct objectives. Taglines are used to market an entire company, while slogans are used to sell a single product or service.
The following are the distinctions between a tagline and a slogan:
- Tagline: A tagline is a short phrase that symbolizes your company in a memorable manner, leaving an impression of your brand’s long-term identity in people’s thoughts. Coca-“the Cola’s It’s genuine thing” campaign, for example, informs customers that they are the original soda firm, evoking a picture of the classic Coca-Cola logo that has been ingrained in the minds of consumers for centuries.
- Slogan: A slogan is usually related to a company’s current strategy for distinguishing its goods from those of competitors. Bounty’s “The Quicker Picker Upper” motto, for example, presents Bounty’s paper towels as more absorbent than rivals, showing their industry-leading position.
While a brand’s emblem generally includes a tagline, a slogan is often used on packaging and commercials to help define a product. However, they are often used in conjunction with product packaging or marketing.
“When crafting a tagline, the most crucial thing is that it should be straightforward. Above important, your slogan should clearly express what your company performs. When a consumer sees your slogan, they should comprehend what your company does right away. One of the most typical blunders is to develop a slogan that is charming or clever in your opinion. Cute taglines often seem promising, but they ultimately fail because they confuse clients.”
—Kyle Feigenbaum, Co-founder & CEO, healthybud
Bottom Line
While a slogan represents a product, a tagline represents a company and its lasting identity. Both, however, should be memorable, clear, benefit-focused, emotion-inducing, and/or tell a tale where the target customer is the hero. They do this by using rhyming, being straightforward, remaining short and simple, and tying brands and products to common stories.
