I’m going to reveal the slogans and taglines that have stood the test of time. Odds are you’re familiar with every single one of them, and as you read this, I’d like to issue you a challenge:
See if you can use these as inspiration for creating a slogan for your own business. No copying, of course, but maybe one of these will be the spark that creates your own million-dollar slogan.
“Just Do It”
Okay, I know you must have guessed Nike’s 1988 marketing slogan would be on this list. But did you know it was inspired by a murderer? Utah Gary Gilmore’s last words when facing a firing squad were, “Let’s do this.”
Inspiration can come from anywhere when you’re open to it.
“Got Milk”?
This slogan almost didn’t make the cut in 1993 at the Goodby Silverstein agency. It was deemed lazy and grammatically incorrect. But after a series of ads featuring people struggling uncomfortably after having dry or sticky treats without any milk to wash it down, it was an instant success. Even celebrities joined the campaign, being featured proudly wearing a milk moustache.
If you’re stuck for a slogan, consider using a question instead of a statement.
“We Try Harder”
In 1962 Avis embraced its position as the second largest car rental company with this slogan. The following year, the campaign helped the company go from losing $3.2 million to turning a profit of $1.2 million.
After five decades the company retired the slogan in favour of, “It’s Your Space.” Whatever that means.
“Gimme a Break”
Originally worded as, “Have a break, have a Kit Kat,” this slogan was coined to sell chocolate to working people in 1958.
The word “break” was used to signify both break time at work and breaking a finger off the Kit Kat bar.
This is another slogan with poor grammar, but it’s how people speak which is one reason why it works. The double meaning of the word break is clever and memorable. If you can do something similar with your own slogan, it’s almost certainly going to be a winner.
“A Diamond is Forever”
To me this is the corniest slogan of all and makes me cringe every time I hear it. And yet, this 1947 slogan from the N.W. Ayer Agency increased sales of diamonds by 55% in two years and made diamond engagement rings a cultural mainstay.
The slogan itself was coined in a moment of sheer panic after Frances Gerety realized she’d forgotten to include a signature line in her series of advertisements for DeBeers.
Just think, if given more time to work on it, she might not have chosen this slogan. Sometimes the pressure of a deadline can truly work wonders. In fact, in 1999 Advertising Age named this the, “Slogan of the Century” just two weeks before Frances passed away.
“What Happens Here, Stays Here”
Las Vegas launched a major marketing campaign back in the 90’s that promoted the city as a family vacation spot. Apparently, it didn’t work as well as hoped, because in 2002 they commissioned R&R Partners to begin researching what it was that people wanted out of Las Vegas. A year later they had the answer: Freedom. People liked the freedom to do what they couldn’t do at home, and thus, “What Happens in Las Vegas Stays in Las Vegas” was born.
Was it successful? Judge for yourself: Every $1 spent on the advertising campaign with this slogan generates $26 in returns for the city.
“The Best a Man Can Get”
After nearly a century of bad branding, Gillette finally hit upon the slogan that would revitalize the brand and allow them to dominate the shaving industry.
“The Best a Man Can Get” has been used in 14 different languages. Notice the double meaning: It can be interpreted as both the best shave a man can get and the best a man can be, offering product quality and self-empowerment in one simple phrase.
“Breakfast of Champions”
In an early version of influencer marketing, beginning in 1933 Wheaties has featured famous athletes on its cereal boxes with the slogan, Breakfast of Champions.
What athlete doesn’t want to be identified as a champion? This tagline has made countless athletes agree to be on the cereal box and endorse the product.
“Because You’re Worth It”
Imagine the year 1973 when women in the U.S. and U.K. were campaigning for equal rights. L’Oreal’s slogan was the first ever written from a woman’s perspective and broke new ground for equal rights.
It’s interesting to note that the original line was, “Because I’m Worth It.” Women may not have felt empowered enough at the time because a survey found the original line, “too boastful” for their tastes. L’Oreal quickly changed it to “Because You’re Worth It” and then in 2009 they changed it again to, “Because We’re Worth It” in an effort to brand L’Oreal as a lifestyle and philosophy for empowered women.
