Advertising slogans have long been the pitch where brands and products are either made or broken.
A great advertising slogan can catch on fast with the general public and help to sell a product by increasing its brand reputation many times over.
The ones we seem to remember all have something in common: they are short, meaningful, fairly easy to remember and linked to a product or service that is worth buying. When Apple released its iPod and iPod Touch products, it marketed sales by throwing in the slogan, “1,000 Songs in your Pocket” and it was a statement that summed-up the product’s convenience truthfully in an easy to remember one-liner. (Category: benefit driven)
Budweiser’s “King of Beers” gave consumers and the general public the impression that you were buying a beer that had quality and taste that was a notch or so up from other brands. It also managed to use red and white labelling and gave an impression that it really was the king beer in town. Kind of ironic since, IMHO, it’s one of the worst beers in the world which just goes to prove that a slogan doesn’t always have to be true. (Category: emotion driven)
M&Ms used the slogan “M&Ms melt in your mouth, not in your hand” and it attracted sweets lovers because nobody likes sticky hand where chocolate ends up melting all over your hands and fingers – but of course we are all happy with it melting in our mouths. (Category: benefit driven)
Harley Davidson Motorcycles’ slogan “American by Birth, Rebel by Choice” was a real winner with the biker community who were both proud to be an American and were rebellious in nature and their beliefs. It really tunes in to the spirit of the target audience. (Category: emotion driven)
Porsche and Calvin Klein
Porsche is a supercar and when it stated that “There is no substitute” it really meant it. Can’t argue with that, can you? I’m still saving up for mine. And what about Calvin Klein and its perfume and after shave products’ slogan, “Between love and madness lies Obsession”. It’s brilliant, because it promotes the persona of being in love, madly and obsessively. (Category: emotion driven)
Nike and Burger King
Ah, the King of Slogans. Nike’s “Just Do It” is very simple and easy to remember and makes a real statement to us procrastinators out there. It makes no reference to athletics or sport and yet manages to make us want to get up off our collective fat ass. (Category: emotion driven)
The Burger King slogan that says “Have it your Way” expresses the fact that you can choose what you have inside your burger. This was its key differentiator from other, perhaps more famous, brands of burger beginning with M. (Category: benefit driv
Nokia (and Ronseal)
Finally Nokia made a statement that shouted “Connecting People” which pretty much does what it says on the tin (which, incidentally is another great, great slogan). The Finnish mobile phone manufacturer connected people with one another and using just the two words made this slogan easy to remember. (Category: descriptive)