“Slogan” is a term that came into Russian from English and was originally widespread among American advertisers. The word itself, however, is very ancient, coming from the Gaelic language (sluagh-ghairm), where it meant “battle cry.” First used in its modern meaning in 1880. Previously, in the Russian language, instead of the word “slogan”, the word “slogan” was used, which came into the Russian language from German (losung - “military password”).
In this material we have collected the most popular slogans that were noted at various advertising festivals and competitions, the best and most famous.
Fashion
- A diamond is forever / Diamonds are forever
- For successful living / For a successful life
Regardez-moi dans les yeux / Look into my eyes, I said into my EYES!
Hello boys / Hello boys
- Impossible is nothing / The impossible is possible
- Just do it
- Lifts and separates / Lifts and separates (underwear)
- Maybe she "s born with it. Maybe it"s Maybelline / Maybe she was born with it. Maybe it's Maybelline
- I am what I am / I am who I am
- Because you"re worth it / Because you deserve it
- Eat Fresh! / Eat fresh!
- 57 Varieties / 57 types
- Beanz Meanz Heinz / Beans mean Heinz
- Once you pop you can"t stop. / Once you try, you won’t stop
- America Runs On Dunkin / America is crazy about Dunkin
Beverages
- Got Milk? / Is there any milk? (Did you forget the milk?)
- Pure Life / Pure life
Beer
- Foster's. Australian for Beer / Foster's. "Beer" in Australian
- Guinness is good for you/Guinness is good
- My goodness, my Guinness/My God, my Guinness
- Good Thing Come To Those Who Wait
- It's Miller time!/It's Miller time
- The Champagne of Beers/Champagne among beers
- Keep Walking/Keep moving
- Made from beer/Made from beer
- Probably the best beer in the world!/Perhaps the best beer in the world!
- Reassuringly expensive/Perfection is priceless
- WASSSSSUP?! / Kagdilaaaaa?!
- We drink all we can. The rest we sell / We drink everything we can. We sell the rest
Coffee
- Good to the last drop/Good to the last drop
- It's all about you / All about you
- What else?/What else?
Carbonated drinks
- Do the Dew/Make dew
- Obey your thirst / Submit to your thirst!
- Shhh! You know who?/Shhh! You know what?
- Scotland's other National Drink / Another national drink of Scotland
- The Uncola
- It Gives You Wiiings/ Red Bull is inspiring
- Always Coca Cola/Always Coca Cola, 1990s
- It's the real thing/She's real, 1971
- Life is Good / Life is good, 2001
- Live on the coke side of life / Live on the Coca-Cola side, 2006
- Ask For More / Ask for more (Take everything from life), 2000, mainly in Europe.
- All the taste, 1/3 of the calories/All the taste, 1/3 calories, Pepsi Max, 1993
- Pepsi. The Choice of a New Generation/Pepsi. The New Generation's Choice (The New Generation Chooses Pepsi), 1984
- Have a Pepsi Day!/Have a Pepsi Day!, 1977
Breakfast
- Central heating for kids / Central heating for children
- They're grrrreat! / They're awesome!
Sweets
- The mint with the hole / Mint with a hole
- A glass and a half of milk in every pound / One and a half glasses of milk in every pound
- How do you eat yours / How do you eat yours? (About Creme Eggs, chocolate eggs)
- A taste of paradise / Taste of paradise
- Do you eat the red ones last? / Do you eat the red ones last?
- The freshmaker! / Create!
Give me a break! / I need a break! (pun - a piece of chocolate)
- Hungry? Grab a Snickers / Are you hungry? Snickersney!
The milk chocolate melts in your mouth, not in your hand. / Milk chocolate melts in your mouth, not in your hands
- Skittles...taste the rainbow Skittles / Skittles:taste the rainbow
Fast food
- America's Favorite Pizza. / America's Favorite Pizza
- Hut, Hut, Pizza Hut.
- You"re the boss. / You are in charge here
- Home of the Whopper / The house where the Whopper lives
- Nobody does chicken like KFC / Nobody cooks chicken like KFC
- Finger lickin" good! / Finger lickin' good!"
- Where's the beef? / Where is the meat?
- Two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun. / Two grilled meat patties, special cheese sauce, cucumbers, lettuce and onions, all on a sesame bun
- I "m lovin" it / That's what I love
- Put a smile on. Happy Meal/Smile. Happy Meal
Food for animals
- In tests, eight out of ten owners said their cats preferred it. / In tests, eight out of ten owners said their cat preferred it.
Entertainment and leisure
- The happiest place on Earth / The happiest place on earth
- I'm going to Walt Disney World! / I'm going to Walt Disney World!
- I love New York / I love New York
- Incredible India! / Incredible India!
Tobacco products
- Camels Soothe Your T-Zone/Camel relieves headaches
- More Doctors Smoke Camels than any other Cigarette/More doctors smoke Camels than other cigarettes
- I "d Walk a Mile for A Camel / For the sake of Camel I will walk a mile
- Doctors Recommend Phillip Morris/Doctors recommend Phillip Morris
Just What the Doctor Ordered
- You"ve Come a Long Way, Baby / You've come a long way, baby
- Liberte toujours/Freedom forever
- Nicorette, nicorette, you can beat the cigarette! / Nicorette, nicorette, you can live without cigarettes!
Transport
- We keep your promises / We fulfill your promises
- We"re number two. We try harder. / We are number two. We try even harder
- When it absolutely, positively has to be there overnight / When it definitely should be delivered overnight
Airlines
- It's time to fly / Time to fly
- We never forget you have a choice / We never forget that you have a choice
- Something special in the air / Something special in the air
- Fly with US / Fly with us (play on words, us - we, with us, US - USA)
- The Wings of Man
- The world's favorite airline / Favorite airlines of the world
- There's no better way to fly Lufthansa / There is no better way to fly than Lufthansa
Cars
- The Power of Dreams
- Born to lead/Born to be a leader
- The Drive of your life/Drive of your life
- Drivers wanted / Drivers required
- If only everything in life was as reliable as a Volkswagen / If only everything in life was as reliable as a Volkswagen
- Think Small
- Safe Happens/Safety happens
- Das Auto
- Grab life by the horns
- It's a Skoda. Honest / This is Skoda. Honestly
- Zoom-Zoom
- Put the fun back into driving
- State of Independence
- The ultimate driving machine
- “At 60 mph, the loudest sound in the cabin is the ticking of the clock.”
And the no less famous answer from the RR mechanic:
“I always said that something needs to be done with this clock.”
- Vorsprung durch Technik / Technical excellence
- The Pursuit Of Perfection
- Driven By Passion
Tires
- On the wings of Goodyear / On the wings of Goodyear
- When it pours, it reigns / When it pours, they reign
- A Better Way forward / Better to go forward
- Passion For Excellence
- Power is nothing without control/Power is nothing without control
Petrol
- Beyond Petroleum / More than fuel
- I swear by Shell/I swear by Shell
Retail
- Why pay more / Why pay more
- That's ASDA price / This is ASDA price
- It's All Inside. / Everything is inside
- Every Day Matters/Every day matters
- Try something new today / Try something new today
Save money. Live better. / Save money. Live better.
Electronics
Like no other (another option - Similar. No. Different)
- Life is good
Digitally Yours
- Digitally yours (a play on words, derived from fully yours - sincerely yours)
Challenge everything
- Challenge everything
EA Sports. It's in the game
- EA Sports. Everything's in the game
Connecting people
- Connecting people
- Do you have the bunny inside? / Do you have a rabbit inside? - He keeps going and going and going / He continues to work, work and work
- No battery is stronger longer. / No battery lasts longer
- Trusted Everywhere / Trusted everywhere
One that Last / The one that works longer / still works
Sharp Minds, Sharp Products
- Sharp Minds, Sharp products (play on words, Sharp - sharp)
Let's Make Things Better / Let's make the world better (Change the world for the better)
- Sense and Simplicity / Meaning and simplicity
- Live in your world, play in ours. / Live in your world, play in ours
- Play Beyond. / Play outside
- PSP. Hells Yeah. /PSP. Oh yeah!
- Jump in / Jump in (Join in)
- Get N or get out. / Take N or leave (a play on words, from the expression get in or get out - come in or get out)
- Wii would like to play. / Wii wants to play (Pun: We - Wii, i.e.<Мы хотели бы поиграть>)
- Now You"re Playing With Power! / Now you play with power!
- Play It Loud. / Play out loud (from English Say it loud - say it out loud)
- See what the future has in store. / See what the future has in store for you
- We bring good things to life. / We bring good things to life / We bring good ideas to life
- Imagination at Work. / Imagination at work
- Hello Moto
- Intelligence everywhere / Intelligence in everything
- Welcome To The Human Network / Welcome to the human network
- Everything is Easier on a Mac / Everything is easier with Mac
- Once you go Mac. You"ll never go back / Once you try Mac, you will never go back
- Think different / Think differently
- Think / Think
- Do you... Yahoo!?
- Easy as Dell / Easy as Dell
- Yours Is Here / Yours is here
- Inspire me. Surprise me. AMD me. / Inspire me. Surprise me. AMD me.
- Intel inside / Intel inside
- Invent / Invent
- Welcome to the World Wide Wow
- Where do you want to go today? / Where do you want to go today?
- Wikipedia, the Free Encyclopedia / Wikipedia, the free encyclopedia
- Buy it. Sell it. Love it. / Buy this. Sell it. Love it.
- Make The Most Of Now/Make the most of the moment
- Happy To Help/Happy to help
- The Future's Bright; The Future's Orange / The future is bright, the future is Orange
Banking
- The World Puts Its Stock In US / The world keeps its capital in the USA (us)
- Edge Is Efficiency/Crisis is an advantage
Show all content
Tagline– a short emotional and catchy phrase that strengthens and encourages purchase.
If I tell you “Take a break!..”, the continuation of the phrase will pop up in your head: “Eat a Twix!” And if I say that “You deserve it,” most women (and maybe men) will immediately remember what I’m talking about.
A little theory
First, let’s figure out what a slogan is in its bones. The article contains many interesting examples of slogans for different businesses, read carefully.
1. Do not confuse (terms)
As a rule, slogans are divided into types according to two criteria - form and meaning (purpose). Below I have selected cool examples of famous world brands for you.
- By meaning and purpose
Here, all slogans are divided into two main subtypes, they are described in the table.
| Subspecies | Description | Example |
| Image | Reflect the mission, values and philosophy of the brand; they speak about the company, not about the customers. Their goal is to create a brand image, gain trust and | – The New York Times: “All the news fit to print”; – Matchbox Scale Model Cars: “We sell more cars than Ford, Chrysler, Chevrolet and Buick combined.” |
| Commodity | They talk about the product, the benefits for the client, the result that he will receive from the purchase. Their goal is to stimulate sales by emphasizing the USP or evoking emotions | – MasterCard: “There are things that money cannot buy. For everything else there is MasterCard”; – Playstation: “Live in your own world. Play in ours.” |
– By form and language techniques
There are five subtypes of slogans based on their form and techniques used, the most famous slogans are in the table below.
| Subspecies | Description | Example |
| Statement | This type of slogan can talk about a company, a customer, or a unique selling proposition. The way the phrase is constructed plays an important role here. | 1. Complete sentence: – Marks&Spencer: “The client is always and completely right!”; – Amazon: “The world's largest bookstore.” 2. One short dynamic phrase: – 7UP: “Uncola” (“Not “Cola”); – McDonald’s: “That’s what I love.” 3. Several short chopped phrases: – Mac Pro: “Beauty is on the outside. Beauty inside"; – Aston Martin: “Strength. Beauty. Soul"; – Ebay: “Buy this. Sell it. Love it.” |
| Question | This form invites consumers to dialogue and establishes contact with them. The question can be rhetorical or constructed according to the classic “problem - solution” scheme: | – Nespresso: “What else?”; – Kitkat: “Is there a pause? There is Kitkat”; – BMW: “Does perfection need advertising?”; – Schweppes: “Shhh! You know what?" |
| Appeal | Another way to talk to clients is to address them personally and show them that you know about their needs, wants or problems. | – Lay’s chips: “I bet you can’t eat just one”; – Snickers: “Don’t slow down, snickers”; – Canon: “See what we mean”; – Sainsbury’s supermarket chain: “Try something new today.” |
| Play on words (irony, humor) | This is a powerful tool for influencing consumers. By making a person smile, you endear him to the brand. The main thing in this technique is to know what kind of humor is acceptable to your target audience, and not turn the pun into a puzzle | – Utica Club Beer: “We drink everything we can. We sell the rest”; – Xerox: “We taught the world to copy”; – IKEA: “There is an idea, there is IKEA”; – Tide: “Purity – pure Tide”; – CITI Bank: “CITI never sleeps” (city in English - city). |
| Metaphor, hyperbole, emotional words | These techniques, like humor, affect the feelings of customers, which is used by famous brands | – Toyota: “Drive your dream”; – Harley Davidson: “American by birth, rebel by choice”; – Disneyland: “The happiest place on earth”; – Calvin Klein: “Between love and madness is obsession.” |
3. What are they made of (components)
Modern slogans contain one or more required elements, they are in the table below.
Remember that the task of a slogan is to emphasize benefits, tell a story or convey values, and how many and what elements will be included in it is up to you to decide.
Creation options
If you don’t yet know whether you should write a slogan yourself or outsource the task, keep in mind an important point: the process of developing a company slogan depends on time and budget. Based on this, you need to choose the appropriate option.
- Slogan maker. For example Logaster, MegaGenerator, Shopify. To generate several dozen variants of a slogan, you need to enter the brand name and field of activity. The downside is that the advertising phrase may not be unique;
- Branding company. Although the quality of the service is high, this is the most expensive way to create a slogan (advertising - from 5,000, for a company from 50,000, as a comprehensive analysis is carried out). Suitable for large companies;
- Copywriter. To be honest, the option is so-so, because the copywriter will not study the roots of the business and will simply offer a beautiful phrase. The cost of this option is lower than in an agency, but the result may not meet your expectations;
- On one's own. You know your product better than anyone. Therefore, you will definitely come up with an advertising slogan yourself and not spend any money. The disadvantage of this method is that without preparation it will take you quite a lot of time.
Just for those who decided to develop a company slogan themselves, I have prepared instructions. With its help, you can create a cool slogan for yourself in five steps.
Great option Step by step guide
And the first thing worth considering: during the development process, it is important to determine the message that you want to convey to the audience. And to do this, you need to start with the preparatory step - collecting information.
Step 1: Gather Information
At this stage, maximum information about your product, USP and target audience is collected. To do this you need to answer the following questions:
- What product or service are you selling?
- Who are they for?
- What customer problems do they solve?
- What values do you believe in?
- What sets you apart from your competitors?
- Why did clients choose you (arrange a survey)?
- How did they feel before purchasing?
- How do they feel after contacting your product?
And you should not neglect this step, since collecting information is very important, without it it is extremely difficult to understand how to write a good slogan.
Even before he came up with the slogan for Rolls-Royce, “At sixty miles an hour, the loudest sound in the cabin is the ticking of the clock,” the father of advertising, David Ogilvy, spent weeks studying the characteristics of cars.
As a result, Rolls-Royce sales increased by 50%, and the slogan itself went down in history. So, if you also want high profits, do not forget about collecting information.
Rolls-Royce slogan Step 2: Mind Map
Remember, more associations mean more potential ideas. Therefore, when developing an advertising slogan for a company, be prepared to lay out all your ideas.
To do this, take a piece of paper and write down a few dozen words and phrases that come to mind in connection with your brand. Moreover, write down even what at first glance is not related to the product.
For example, a study of the opinions of tourists helped create advertising for Las Vegas. As a result, it turned out that the main association with the city is the freedom to do what you want, to go wild. This is how the famous “What happens in Vegas stays in Vegas” was born.
McDonald's Association Map Step 3: Generate options
- Try it. Feel free to involve your colleagues in the work, experiment with the main message of the slogan and examples of the form;
- Search. Just for fun, take a look at the dictionary of phraseological units: suddenly you can endow some elements of the slogan with a new meaning.
Thus, during the creation of an advertising slogan for the California Milk Processor Board brand, the decisive phrase was the phrase of one of the participants in the discussion: “I only remember milk when it runs out.” After this, the slogan “Do you have milk?” was born.
“Is there any milk?” Step 4: Cut back
You can now edit the result, but don't do it right away. To begin with, select the most successful phrases, and later look at them with fresh eyes. In addition, think about how they can be edited: shortened, made more capacious and bright.
This is how it turned out when creating a slogan for MTV. First, the copywriter wrote the phrase “Rock and roll is not enough for them, give them MTV.” From it the famous advertiser George Lois made the slogan “I want my MTV!” and gave the channel incredible popularity.
And Airbnb used two words in its slogan – “Your Home Everywhere,” and this was enough for potential clients to understand that they would feel at home anywhere in the world.
Another example is the Adidas motivator slogan “The impossible is possible”; it refers to emotions, instilling hope and promising that you will overcome any obstacles and achieve your goals.
“I want my MTV!” Step 5: Test
When the slogan is ready, it can be tested before launching an advertising campaign. This way you will find out whether your slogan makes people buy. To do this, you can go in different ways:
- Show the slogan to your friends and acquaintances;
- Test with a focus group;
- Organize a poll on social networks.
And finally, a piece of advice to you - save all the results of your brainstorming. Since the final options, which did not become a slogan, can be used as posts on social networks, titles of blog articles, etc.
As the sages say... TOP 3 chips
I also advise you to remember that brevity, honesty, information content and unity of image are the hallmarks of any slogan. And below I will tell you about these cool features using the example of the most popular slogans of famous brands.
1. Compatibility with the logo
A slogan and a logo are like yin and yang: ideally, they are parts of one whole and complement each other. In fact, this is a double impact on the minds of clients.
That is, the logo, as an additional element of recognition, reinforces the result of the slogan and ultimately enhances the advertising campaign.
Example:
Nike’s positive slogan “Just Do It” is inextricably linked with the image of the brand’s signature swoosh – the brand logo. That is, the emblem conveys dynamics and strength, and the slogan complements it, calling for action and achieving results.
Another example is Apple’s slogan “Think Different.” It was used from the very beginning as text accompanying the logo. And although the company has not used this phrase for a long time, it is firmly entrenched in people’s minds: a bitten apple is associated with a special status.
2. A touch of humor
Humor unites, puts people on the same wavelength, inspires trust and is well remembered. So consider whether it's appropriate for your brand to use jokes, puns, or alliteration, and if so, go for it.
Example:
Cool, bright slogans often go viral. It is thanks to this that the funny advertising phrases of the Snickers chocolate bar brand “Don’t slow down - snickersny” or the Stimorol chewing gum company “Sometimes it’s better to chew than to talk” “went to the people.”
3. Honesty
Naturally, lying in your slogan is the last thing. After all, if the content of the slogan is not true, consumers will not trust you. Therefore, all facts in the advertising phrase must be objective.
Example:
Even if you use beautiful but empty elements like “best” or “#1,” do it like Carlsberg, which claims to make “perhaps the best beer in the world.”
WE ARE ALREADY MORE THAN 29,000 people.
TURN ON
Briefly about the main thing
In the huge information flow today, it is very important to lubricate the consumer’s eyes, so that he does not forget about you even if he wants to. And remember, a slogan for a company should tell about your business in a few words. It is important that it be unique and informative.
And to achieve this, catch the final bonus - three tips for a bright and memorable slogan. And who knows, maybe your slogan will go down in history.
- Position. Decide on self-positioning. Remember that without answering questions about values, target audience and unique product proposition, you will not create an effective slogan;
- Mix. Don't be afraid to mix several types of slogans into one. There is no one right way. The main thing is that the slogan gives an idea of your business and tells potential clients what you offer;
- Try it on. Take an example from competitors and top brands. Study what creative slogan ideas they offer, break them down into their components. Think about what techniques you can apply, what new things you can bring.
A slogan is a memorable phrase containing the message of a brand or company that needs to be conveyed to the target audience. The consumer may not remember the name of the product or manufacturer, but a creative slogan is unlikely to go unnoticed.
The purpose of a slogan is to awaken a person’s interest in a company or product. It influences brand image and consumer perception. A successful slogan helps establish a connection between the company and the audience.
Types of slogans
- Image slogan- its main goal is to distinguish a manufacturer or product from competitors, to create a certain image. It reflects the brand philosophy, goals and mission of the company.
- Product slogan- created to attract the attention of consumers and purchase the product. It focuses on the advantages of a product or service, the benefits that a person will receive after purchasing it.
Determine the goals and objectives of the slogan
What do you want to convey to the consumer with the help of a slogan? What is its main idea? Remember that a successful slogan must have one information message, for example, the quality of the product, the company’s focus on the manufacturer, etc.
Take consumer interests as a basis
Any slogan, both image and product, must reflect the interests of the people to whom it will be shown. You should not use banal phrases such as “We are leaders”, “We can be trusted”. If such loud statements are not supported by arguments and logical explanation, they will remain empty words. Your task is to reflect the interests and preferences of consumers, and not eloquent promises.
Consider the type and structure of the slogan
As a rule, image slogans have business rhetoric; they are more strict than product slogans, where rhyme, the use of slang, and addressing “you” are allowed.
Research competitors' slogans
This is necessary in order to know the big picture, set priorities correctly, understand what is needed in order to surpass competitors, and make your own slogan even more original, brighter, and more informative. Monitoring the slogans of other manufacturers will allow you to avoid repetitions and other people's ideas.
Criteria that an effective slogan must meet
Brevity is the soul of wit
Abstruse words, complex sentences or bureaucracy are unlikely to bring the desired effect; on the contrary, they can scare away the consumer. In the memory of a modern person, overloaded with information, only the most laconic and succinct phrases can be deposited.
Rhythm and rhyme
Before making your final statement, read the tagline again and make sure it is easy to read and pronounce. Many companies use rhyme for good reason - slogans and poems are always well received by the audience.
Association with a product or company
It is not recommended to openly force a person to buy a product, use the company’s services, etc. But a delicate reminder of yourself is just what the audience needs. Many consumers, lost in the numerous names that come their way, will be delighted if the name of the company, product or brand is included in the slogan.
Only positive emotions
Use techniques such as appeal, appeal, question - anything that can cause a certain reaction in the consumer.
One hundred percent uniqueness
A slogan represents your company, brand or product, so the ideas should be yours, plagiarism can never overshadow the original idea.
Techniques for creating a successful slogan
Appeal or question. By asking questions and addressing each consumer, you create the illusion of live communication, an open dialogue. This technique is often used by well-known brands and brands:
- “You know you can” MTS
- “You deserve it!” L`Oreal
- “Aren’t you in white yet?” Tide
Humor. Appropriate jokes were always received with a bang by the audience. The main thing is not to overdo it, not to use black humor. This technique is also quite common in marketing. A few successful examples:
- "Think Fresh" Sprite
- “Your legs will move like a Swiss watch” Compression garments
- “So soft that you can trust it with the most precious things” Zewa toilet paper
Artistic techniques. Hyperbole, opposition, comparison, the use of neologisms - this is what always works and brings results. Examples of effective slogans:
- “Your dreams are our inspiration”Oriflame
- “There are things that cannot be bought. For everything else there is MasterCard» MasterCard
- "The impossible is possible" Adidas
Shocking. Such slogans evoke the most vivid emotions and, accordingly, are remembered better than others. Expressive slogans that brands used in their practice:
- “Don’t slow down, snickers!” Snickers
- "What else?" Nespresso
- “Shhh! You know what?" Schweppes
Effective slogan helps to create an image of a company or product, to become special, unlike competitors, to gain the trust of consumers, encouraging them to take a targeted action. The best slogan forms certain images in a person, changes his values, and influences his worldview.
Company specialists KOLORO know the secrets of creating a successful slogan. Contact us and we will answer all your questions regarding creating a slogan.
If you're looking for inspiration, check out our list of awesome slogans from world famous companies.
But before that, let’s figure out what a “good slogan” is and what exactly makes it selling.
What is a slogan?
Tagline is a phrase or group of words that identifies a product or company.
Companies need slogans for exactly the same thing as logos - for advertising. The only difference is that logos are visual advertising, and slogans are audio advertising. But both of these formats attract the attention of consumers much more effectively than the name of the company or product alone. In addition, a logo or slogan is much easier to understand and remember.
The purpose of any slogan is to convey to the client the main message of the brand, a key idea that will certainly remain in people’s memory.
How to create an effective slogan?
All successful slogans have similar characteristics:
- It's memorable
The slogan should be easily recognizable. A few short, bright, memorable words can be used in advertising, videos, posters, business cards, etc. - It conveys the core value of the brand
What should be sold is not the features of the product, but its benefits - this is the golden rule of marketing, ideal for creating successful slogans. A good slogan should clearly and clearly convey information about the benefits of the company (product) to the target audience. - It makes your brand stand out from your competitors
Find what sets your brand apart from others and use it to create your slogan.
- It evokes positive emotions towards the brand
Successful slogans use positive, optimistic words. For example, the slogan “Russia is a generous soul” will evoke positive emotions among consumers, while the slogan “Otmochitos in the style of Cheetos” will only cause bewilderment.
So, we've looked at the key characteristics of successful slogans. Now let's see how modern companies use them in practice.
1. Nike - "Just Do It" / "Just Do It"
Nike's message immediately resonated with people. The company has become much more than an ordinary manufacturer of sportswear and shoes - it represents a special state of mind and body! Nike's motivational message gives hope to people around the world: “If you want to do something, just do it!”
The specialists at the Kennedy + Weiden agency, who came up with the legendary slogan, could hardly imagine that it would become so popular. Nike used to make clothing exclusively for marathon runners. But after the resounding success of the slogan, Nike's audience increased many times over. This example just goes to show that some companies take time to create a slogan that conveys the brand message and resonates with the target audience.
2. Apple - "Think Different" / "Think Different"
This slogan first appeared in Apple's “Here's to the Crazy Ones, Think Different” advertising campaign, dedicated to famous dreamers who challenged the system and were able to change the world. The phrase itself is a bold response to IBM's “Think IBM” campaign, which at that time presented its ThinkPad.
Soon, the slogan “Think Different” began appearing in all Apple advertising, despite the fact that the company was not releasing new products at the time. Suddenly people began to realize that Apple was These are not just computers, but both powerful and easy-to-use devices available to each of us.
3. L"Oréal - "Because You"re Worth It" / "After all, you deserve it"
Who among us doesn’t want to feel worthy of something? L'Oréal specialists know for sure that women use cosmetics to feel more beautiful, attractive, desirable and... worthy this. The L"Oréal slogan does not talk about the product itself, but about the image and sensations the company can give to women. This message allowed the L"Oréal brand to go beyond and change the usual concept of the cosmetics industry.
The celebration of the 40th anniversary of the slogan “After all, you deserve it” took place in Paris. Guest stars - Jane Fonda, Freida Pinto, Iness de la Fressange and others came to congratulate L'Oréal Paris and talk about what it means to them to collaborate with a brand whose slogan makes millions of women around the world believe in themselves.
4. MasterCard - "There are some things money can"t buy. For everything else, there's MasterCard" / "There are things that cannot be bought. For everything else, there is MasterCard"
This two-sentence slogan was coined by MasterCard back in 1997. At the time, the slogan was part of an outstanding advertising campaign that was launched in 98 countries in 46 languages. The very first appearance of the advertising campaign was on television in 1997. The content of the ad was this: a father and son go to the baseball field together, the father pays for tickets, hot dogs and drinks, but the conversation between father and son is priceless. After this, the MasterCard advertising campaign became truly viral, long before the advent of social networks.
What is the secret of the MasterCard campaign? Each commercial evokes emotions in viewers, awakening pleasant, dear memories - for example, as was the case with the first advertisement, memories of going to a baseball game with dad. Nostalgia is a very powerful marketing tool.
5. BMW - "The Ultimate Driving Machine" / "Full Drive"
BMW sells cars all over the world, in North America the brand is known under the slogan “The Ultimate Driving Machine”. This slogan was coined in the 1970s by the Ammirati&Puris agency and was aimed at “baby boomers” who began to earn their own money and were ready to spend it. And what better demonstrates status than buying a premium car?
With this slogan, the brand wanted to emphasize the fact that BMWs are cars that will take your breath away to drive. It was based on an emotional message for which consumers were willing to pay more.
For Russia, the slogan “With pleasure behind the wheel” (Freude am Fahren), which has existed since 1961, has become more popular.
6. M&M - "Melts in Your Mouth, Not in Your Hands" / "Melts in your mouth, not in the heat"
Understanding the value proposition of this brand is not difficult at all. How can one type of chocolate differ from another? M&M were able to differentiate their product from competitors - their chocolate does not melt in your hands.
7. De Beers - "A Diamond is Forever" / "Diamonds Forever"
Essentially, diamonds cost at least 50% less than what you would pay for them at a jewelry store. So why did they become a symbol of wealth? All thanks to the amazing marketing strategy from N.W. Ayer, developed in the early 1900s for De Beers.
The iconic phrase “Diamonds are forever” began appearing in every De Beers advertisement since 1948, and in 1999 AdAge named it the best slogan of the century. Its main message: diamonds, like your relationships, are forever. Which, among other things, stopped consumers from mass resale of diamonds (and therefore reducing their value). Brilliant move.
8. Lay's - "Betcha Can"t Eat Just One" / "I bet you can't eat just one"
In Russia, this slogan was translated with slight changes and sounded like “So delicious that you can’t resist!”
Seriously, has this worked for anyone? Although this slogan would have been suitable for other snack companies, Lay's was the first. The slogan does not describe the taste of the product. Instead, the brand turned to the peculiarity of human nature: it is simply impossible to stop eating chips.
9. Audi - "Vorsprung durch technik" / "Excellence in high technology"
“Vorsprung durch technik” has been the main slogan of Audi worldwide since 1971. The Audio 80 (B1 series) appeared a year later in 1972: these cars with new technical characteristics were an excellent reflection of the slogan. And still the slogan “High-Tech Excellence” ” is relevant for the Audi brand. It is important to note that Audi invariably leaves its slogan in German on written media, no matter in which country they sell and advertise their cars.
10. McDonald's - "I"m Lovin" It" / "That's what I love"
The “I’m Lovin’ It” advertising campaign was launched in 2003 and is still relevant today. This is a great example of a slogan that resonates with your target audience. The food at McDonald's is far from the healthiest, but many people really love its taste.
11. Maybelline - "Maybe she"s born with it. Maybe it's Maybelline" / "Maybe she was born with it. Maybe it's Maybelline"
In Russia, this slogan was translated with minor changes and sounded like: “Everyone is delighted with you, and you are delighted with Maybelline.”
Maybelline's first slogan was created in the 1990s and has become one of the most famous throughout the world. It instills a sense of self-confidence in women. After all, brand cosmetics can make her look like a model from a glossy magazine.
The company changed its slogan to "Make IT Happen" in February 2016, inspiring women to express their understanding of beauty in their own way. However, the previous motto does not lose its relevance.
12. The New York Times - "All the News That"s Fit to Print" / "All the news that can be printed"
The slogan was created in the late 1890s as a response to other publishers who made money only from sensationalism. The New York Times, on the other hand, focused on important facts and stories that taught readers something new. Thanks to the slogan, the newspaper became considered a trustworthy source of information.
creative director of Contrapunto
Yaroslav Kucherov
ex-CEO of Lowe Adventa and JWT Russia
Today I can't imagine the situation so that someone starts making a video about space,
could show him as a general shouting “Where have you been?”
Mikhail Kudashkin
Executive Creative Director, Leo Burnett Group Russia
Winter Olympics slogan
in Sochi “Hot. Winter. Yours"
Roman Zimonin
Hot Whopper promotional campaign for Burger King with slogan “Be careful not to escalate!”
Of course we had three good ideas
with mothballs copyright and the fourth idea in the style of “why the client will be fired
From the job"
Andrey Amlinsky
About slogans
It's funny, but the slogan “If there is an idea, there is IKEA” is considered the main slogan of the twentieth anniversary. In 2002, a large blue cube with a very strange Swedish name appeared in Khimki. The idea behind IKEA was that it was not a furniture store, but a solutions store. If you have an idea to invite relatives over or have a birthday party, then IKEA has the answer. One letter has been changed, but it builds the whole meaning. It is difficult to find a more concise solution. In addition, this also reflects the character of the brand - whack, and solved the problem.
IKEA searches for the best resources at the best price, so it does not have a large agency, but has a specific team in each market. This slogan is the founding father of Russian copyright. But it's not all about the text. IKEA is a very powerful brand with enormous charm and billions invested in its marketing strategy. And this gives weight to the words. Coincidentally, Russia could learn from this marketing lesson.
When we did the Snickers campaign, there was no snack category in the country. The brand came to us when it already had its first unsuccessful campaign. There, a worker and a collective farmer said that they eat Snickers for lunch - and this is in a country where they sometimes have borscht and vodka for breakfast. The concept of the new Snickers was based on the Stay on the Scene formula - “Stay in the game.” The idea was that for the first time since Soviet times, when playing football, you don’t have to go home. No one will shout: “Lesha, have lunch!” - after all, you have Snickers. This is how the word “snickersney” was born - a neologism for a compact snack.
slogans “If you have an idea, there is IKEA”,
"Don't slow down - snickers",
“I suck for pennies”