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Advertising slogans are often the most memorable part of an ad campaign.

The best advertising slogans stick in people’s minds for days, months, even years or possibly decades later.

They become imbued in popular culture, becoming catchphrases that are used in jokes and parodies for a long time.

Many businesses don’t understand the importance of product slogans. Modern advertising for just about every brand uses a slogan, no matter the size of brand or product.

These ad slogans tend to be so ubiquitous that we rarely notice them, but there is probably more than one local business you can identify by their slogan alone. Product slogans emphasize the essence of the brand and catch customers’ attention.

With so many advertising slogans around, it can be hard to identify what makes for a successful one. The best advertising slogans make it clear what a brand exists for.

How do you determine which of these brand slogans is the best? Take a look at the most famous advertising slogans.

They get across the core idea of brand in a few words. They stick in customers’ minds, so they can be quickly, almost instantly identified with a brand. Advertising campaigns and campaign are often based around them.

Let’s take a look at famous company slogans. You’ll be able to recognize the source of many of these popular slogans before you see what company or organization uses them.

They have stuck in your memory because not only are they are simple quick phrases, because they are so quickly identified with the brand’s core principles and traits.

The Traits of a Great Ad Slogan

Before we take a look at some existing popular slogans, let’s look at what makes them great brand slogans.

A great slogan is memorable.

Customers instantly recognize it. Most people only take one or two seconds to look at a product’s branding.

The best advertising slogans consist of a few catchy words that can be run for the last few seconds of a TV ad or fit easily on a small bit of SWAG (Stuff We All Get; the items given out at conventions, sporting events, or during company events) and product packaging.

A great slogan highlights the product’s key benefit.

Good ad slogan sell the product’s benefits, not features. They make the benefits of using or buying or participating in a product clear to the audience.

A great slogan differentiates the brand from others.

What makes your brand different? What makes it a cut above the rest?

Great advertising slogans talk about their products’ fullest flavor, best performance, fewest calories, greatest mileage…whatever makes a product stand out from its competitors, that should be the focus of the slogan.

A great slogan imparts positive feelings about the brand.

You’ll notice that popular advertising slogans are upbeat and positive.

Good slogans makes audiences feel like, by buying into this brand, they will have a good time and/or a better life.

Avoid negative connotations, even ones meant as a joke, as it is easy to misinterpret. You want to leave the audience feeling better, which means they will think your brand will make them feel better, too.

So how do some famous advertising slogans fit into these rules? Let’s analyze some of the best known.

How and Why Do Some Ad Slogans Work?

“Think Different”, Apple

This slogan was first seen by customers in an Apple commercial known as “Here’s to the Crazy Ones, Think Different.” The ad was a tribute to well-known visionaries who challenged the prevailing status-quo and changed the entire world.

The slogan itself is a tribute to the IBM phrase being used at the time to advertise for the IBM Think Pad, “Think IBM”. In many ways, Apple’s slogan as a direct challenge to IBM and instantly asked customers to compare the two—finding Apple had the better product, of course.

“Think Different” became the Apple ad slogan from that point on, even when Apple wasn’t releasing anything significant.

People began to think of Apple as different from other companies. They didn’t just make any computer, but innovative and new products. The slogan instantly communicated this idea, especially when paired with Apple’s increasingly creative, sleek, and original line of products.

The combination of simplicity, originality, and smarts associated with Apple products is communicated well by the “Think Different” slogan. This slogan makes people feel smarter and more innovative. It is a positive message that users want to hear.

Forbes tells us that Apple’s stock price tripled within a year of releasing the commercial that feature “Think Different”. The slogan has now been retired, though the ideas it embodied still remains with the company and its users.

“Vorsprung durch technik” (“Advancement Through Technology”), Audi

This slogan is less common in the United states (where Audi uses the advertising slogan “Truth in Engineering”), but that does not mitigate its success.

This ad slogan has been used by Audi since 1971. There are many ways to translate the phrase. “Vorsprung” can be translated as “advance” or “lead” in terms of distance someone is winning a race by.

Audi provides their own translation of the phrase, however: “Advancement through technology.” There is a clever little near-pun in the use of “vorsprung”, which for a car company makes the phrase seem to refer to a car race, making this one of the more interestingly creative slogans.

Audi’s first generation Audio 80 (B1) was launched a year after the slogan came into use, in 1972. The car was a great reflection of the slogan, since it had many new technical features not seen before. Throughout the 1970s, Audi established that their brand was a very innovative car manufacturer.

They introduced their models with what were new features throughout the decade: the five-cylinder engine in 1976, turbocharging in 1979, and the quattro four-wheel drive in 1980. You can still see this innovative, technological bent in Audi cars today.

“The Ultimate Driving Machine”, BMW

“The Ultimate Driving Machine” is BMW’s North American advertising slogan. The slogan came into use in 1970s from a small, fairly unknown ad agency called Ammirati & Puris. It was originally directed at Baby Boomers coming out of college and first starting to earn money.

The intent was to offer these young men and women a quality car to spend their hard earned money on. The agency knew its target demographic and directed the message specifically at them.

The ad slogan’s point was to make it clear that cars were thrilling to drive. They were designed to be performance machine, great for a young professional looking to enjoy a fun drive on the weekends or even just on the commute to work.

It’s an emotional, positive message meant to get consumers to see the value in the high prices of BMW vehicles. This slogan is all about the experience.

“The Quicker Picker Upper”, Bounty

Bounty’s advertising slogan has been in use for almost 50 years. It is an immensely catchy slogan, rolling off the tongue in a way that manages to make it one of the funny slogans out there.

It has a sing-songy sound to it, kid and family-friendly, which works very well for a product that is considered nearly vital for families with a lot of messes to pick up quickly.

This slogan uses something called consonance. Consonance is a poetic device that uses the repetition of the same consonant two or more times in rapid succession. The phrase “pitter-patter” is another example of this.

Bounty has modified the slogan over time, replacing the word “Quicker” with other descriptive words for new marketing campaigns. Some ads featured the “The Quilted Picker Upper” and others had the phrase “The Clean Picker Upper”.

The website also changed, from the slogan-related name quickerpickerupper.com to bountytowels.com. While the brand has clearly moved on to more modern slogans to fit their ad campaigns and a more up-front website address, they have let their original ad slogan’s catchy feel and identity.

“Got Milk?”, California Milk Processor Board

The “Got Milk?” campaign has left a mark on almost an entire generation. It was found everywhere, featuring many famous gifted athletes, adorable children, and even animals with milk mustaches. It ran from 2003 to 2014. It involved TV ads, magazine ads, and even billboards.

The origin of this advertising slogan is often lost. The California Milk Processor Board (CMPB) was looking to achieve multiple things with the “Got Milk?” ad campaign. They were looking to combat the rise in soft drink and fast food consumption, trying to get people to go back to preferring to drink milk instead.

They also wanted to bring back some life to what was seen as a boring product, just another grocery staple without anything interesting about it.

Above all, however, the California Milk Processor Board wanted to get the idea of drinking milk out to the country. This is why you likely did not know offhand what company or organization was behind the ad campaign. These simple words were very effective and it’s hard to find anyone in America who does not remember (and smile) at the campaign.

“A Diamond is Forever”, De Beers

On their own, diamonds are not worth very much money. A diamond is typically worth at least half of what is paid for it at a jewelry store. Yet they are now often associated with romance, power, and wealth. They became the powerful symbol they are now because of this slogan and its ad campaign.

This brilliant strategy came from an ad agency called N.W. Ayer in the early 1900s.

“A Diamond is Forever” have been in every De Beers ad since 1948. It was named the advertising slogan of the century by Ad Age in 1999. De Beers sought to communicate one message with pristine clarity: A diamond, like your relationship, is eternal.

They were seeking not only to sell diamonds but to prevent people from re-selling their diamonds. A mass re-selling would disrupt the diamond market and show how little value the diamonds had on their own.

This tory demonstrates the real power of a good slogan. Used as the basis of a massive ad campaign, it can provide the product with a huge, needed boost.

“America Runs on Dunkin”, Dunkin Donuts

Dunkin Donuts launched this ad slogan with a new ad campaign in April of 2006. It was the most significant marketing repositioning in the company’s history, a multi-million dollar advertising effort meant to update the company and revitalize its business. The idea behind that campaign is that Dunkin Donuts coffee keeps American running while they are on the go.

The official press release reads: “The new campaign is a fun and often quirky celebration of life, showing Americans embracing their work, their play and everything in between — accompanied every step of the way by Dunkin’ Donuts.” The idea was to make Dunkin Donuts coffee seem like a part of everyday American life, the coffee of choice for people on the move.

The ad campaign was a partial success, but not quite as much as Dunkin Donuts hoped. Ten years after the launch of “America runs on Dunkin”, the company decided to change gears again.

They decided they need to honor and celebrate their current customers. In 2016, they launched the ad slogan “Keep On”, selling it as a more modern reinterpretation of their old slogan and ad campaign.

“Imagination at Work”, General Electric

General Electric had a different slogan that they have used since 1979, “We Bring Good Things to Life”. This slogan was very well-received and became very well-known, as well, but the company decided that they needed a more modern change to cover all the very different things they do, which can now be found in “Imagination at Work”.

This slogan began as an internal theme within General Electric. The company’s goal with the ad slogan change was to connect their ad campaign with their corporate roots. General Electric wants customers to know it is an organization defined by innovation, producing new and innovative products.

This shift shows how a company’s slogan is not merely a product of outside influences, but can come from within and its own shifting ideas of its culture.

“Betcha Can’t Eat Just One”, Lay’s

Lay’s really pulled off an excellent move by using this slogan. Has anyone ever just eaten one chip? The slogan could of course apply to many, many kinds of snacks, but Lay’s brilliantly started using it from the start.

The ad slogan taps into the fact that no one can ignore an open bag of chips. It’s a fun, playful phrase that makes people think of Saturday picnics and evening barbeques.

The emphasis on the slogan is not on the taste of the product, but rather on its effect. It’s a dare, a fun play on the fact that these chips are so good that you can’t just eat one.

“Because You’re Worth It”, L’Oreal

L’Oreal’s ad slogan is a great slogan for a beauty company. Women wear makeup to look and feel beautiful, desirable, wanted, and ‘worth it’. This slogan is not about the features of the product, but rather how the product can make a consumer feel.

This advertising slogan is anything but utilitarian, adding an emotional element to the ad campaign. It has served L’Oreal well over time and can be found on all their products. It helps make the message about much more than makeup and fashion, but an appeal to a sense of self-worth not often found in beauty products.

“I’m Lovin’ It”, McDonald’s

McDonald’s memorable, ubiquitous “I’m Lovin’ It” slogan was launched in 2003. It is still seen today and has worked its way into popular culture, often in the form of a short, simple jingle. There is fun, modern, and young sound to the slogan, revealing it is among the more creative slogans in recent years.

It resonates very well with the target audience. McDonald’s does not offer the healthiest food, which is a widely known fact, but the taste and convenience are presented as being worth it. Image issues prompted the attempt to update the brand, and it looks to have succeeded, as the company shows no signs of collapsing.

“Tastes So Good, Cats Ask for It by Name”, Meow Mix

While you might not remember this ad slogan, you probably remember the attached jingle: meow meow meow, as sung by cats. It is something of an earworm and definitely memorable. Who can forget a chorus of singing cats? The slogan is very smart and creative, as it presents it that every time a cat meows, it is asking for Meow Mix by name.

The market for cat food is very full, but this slogan and its jungle have heled Meow Mix stand out. A clever ad campaign can help people find a brand in cluttered isles full of similar products.

“Melts in Your Mouth, Not in Your Hands”, M&Ms

Candy is a market full of very similar options. M&Ms figured out how to stand out, however, playing off the convenience of having chocolate that will not melt as you hold it—or even in the oven, as M&M cookies exist. This ad slogan demonstrates how to highlight what makes a brand really stand out among competitors.

By making it clear what makes M&Ms unique and preferable, this slogan makes MK&Ms an easy pick for people on the go, as they know they don’t; have to worry about a mess if they can’t finish and have to leave the candy somewhere warm.

“Just Do It”, Nike

Nike managed to make their brand and ad slogan mean more than just a way to sell athletic apparel. The phrase embodies a state of mind. It is an encouragement to believe that you don’t have be a world-class athlete, or any kind of athlete at all, to be in shape or overcome any obstacles. If you want to do something, just do it. Nothing more, nothing less.

This ad slogan was developed by an ad agency called Kennedy + Weiden. The original intent is unclear, as Nike used to market their products almost exclusively to marathon runners.

It was a brand for the most hardcore of athletes. With the ad slogan “Just Do It” and the ad campaign based around it, the brand widened its market significantly. A smart slogan can make a serious impact on how a brand is perceived and create a message that resonates with a large audience.

“Like a Good Neighbor, State Farm is There”, State Farm

When you read that slogan, you probably want to sing it. You might even be expecting a helpful insurance claims agent to pop out of the air. The ad slogan is intended to emphasize State Farm’s community-first values, setting them apart from other, faceless insurance companies.

It instantly establishes a close, helpful relationship between the company and the consumer. Combined with a very fun and relatable marketing campaign, State Farm comes across as the insurance company with a friendly face.

“Every Little Helps”, Tesco

This is a very flexible ad slogan. It is simple and catchy, usable for a variety of messages. It can be used in regards to quality, value, and environmental responsibility. The company uses the slogan to convey how they address these things in the impacts in all aspects of their business.

“The Few. The Proud. The Marines.”, U.S. Marine Corps

Known as one of the best advertising slogans out there, the Marine’s “The Few. The Proud. The Marines.” quickly and clearly communicates what it means to be a Marine.

The slogan “underscores the high caliber of those who join and serve their country as Marines,” according to Maj. Gen. Richard T. Tryon, former commanding general of Marine Corps Recruiting Command. It earned a spot on Madison Avenue’s Advertising Walk of Fame in 2007 for its simple, inspiring effectiveness.

“Can You Hear Me Now? Good.”, Verzion

The way this slogan was used makes it one of the more memorable and funny slogans in recent years. It has left a mark on many people, used to annoy parents and children, while being a fun reference. It has helped the much-embattled Version stand out in a highly competitive market, making it clear that no matter where you, you will have cell phone service.

More advertising slogans examples

Ending thoughts on advertising slogans

A good advertising slogan can make a huge difference for a product and company. It can expand markets and change attitudes.

Executing the attendant marketing campaigns can even add value to a product that does not actually have much. Take the time to craft your slogan well and you might be surprised by the results.

If you liked this article about advertising slogans, you should check out these as well:

• Nike Print Magazine Ads That Boosted The Brand’s Popularity
• Advertising Ideas: 500 Creative Print Advertisements
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• Ad slogans
• A big list with ad slogans

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