Trade company slogans. Advertising slogans that conquered the world. Examples of advertising slogans for Apple
Bright Side has put together a selection of the best Russian advertising slogans. It includes not only slogans created by advertisers in the era of modern capitalist advertising that began 20 years ago, but also favorite and eternal slogans of the Soviet era, elegant and competent localizations of Western slogans.
The study was based on a variety of criteria, such as whether the slogan somehow became a catch phrase and how actively it was used in Russia, the creative value, the fame of the author, the use of the possibilities of the Russian language. Some slogans made it to this list solely for many years of service and the steadfastness of advertisers.
The best slogans of Russia
- Peace, friendship, chewing gum! (Rotfront, 1957)
- There was no better nipple and is not, ready to suck until old age (copywriter - Mayakovsky)
- There is everything (Yandex, author — Yandex team)
- The World History. Bank Imperial
- Demand topping up beer after settling foam (Restaurant "Glavpivprom")
- Sometimes chewing is better than talking (Stimorol)
- Pay your taxes and sleep well (Tax Police)
- M&M's. Melts in your mouth, not in your hands
- There is an idea - there is IKEA
- Your pussy would buy Whiskas
- It's time for you and it's time for you to conclude agreements with the fan factory (MOVEN).
- Vote or lose (Yeltsin's 1996 election campaign)
- Snickers. Don't slow down - snickers
- Prices are just o*uet (Euroset)
- Russia is a generous soul
- That's why they don't bite (Moskitol)
- He is so alone (Tinkoff)
- Tanks are not afraid of dirt (KAMAZ)
- Fly with Aeroflot
- This is not a dream, this is Sony
- Take a break - eat Twix
Also worth noting are retro slogans:
- It's time for everyone to try how tasty and tender crabs are (Glavryba)
- Nowhere but in Mosselprom
- Keep money in savings banks
- NPO "Alternativa". With all the richness of choice, there is no other alternative.
- Who goes where, and I'm in the savings bank
- Stole? Should have put Clifford
- Hopper Invest. Great company!
3 best slogans of the cellular communication industry:
- MTS. People says
- Beeline. Live on the bright side
- Megaphone. The future depends on you
The best car slogans
- Free — Volvo
- Volga. You surprise me
- Lada Priora. On all roads of the country
- GAS. Russian cars
- Daewoo. Get your favorite
- Mazda. How dare you
- Toyota. Manage dream
- Nissan. Exceeding expectations
- Lexus. The pursuit of excellence
- Skoda. Simply brilliant
Beer
- Ovip Lokos. In the name of good!
- Baltic. Where Russia
- Patra. Beer with cork
- Who is following Klinsky?
- Golden barrel. We need to meet more often
- Solodov. Responsible for quality
- Doctor Diesel. We are so different, and yet we are together
- Stella Artois. Perfection is priceless.
The drinks
- Sprite. Don't let yourself dry out!
- Fanta. Pour in!
- Invite. Just add water
- Red Bull
- Pepsi. Take everything from life
- The new generation chooses Pepsi
- Hershey Cole. Taste of victory!
- It's good to have a house in the countryside
- Mirinda. Life is good when you drink slowly
- Rich. Life is a good thing. Anyway
- May tea is my favorite tea
- Hello. Live orange juice
Hygiene and cosmetics
- Pampers. Toddlers inspire
- always. Speaks your body language
- Be sure. Wear Libresse.
- Kleenex is soft like velvet!
- Clear Vita Abe. No dandruff
- Take care of yourself. Garnier
- Millions of germs will die (Domestos)
- Rexona. Will never let you down
- Orbit. The most delicious protection against caries
- Everyone is in awe of you, and you are from Maybelline
- Ax. Full Ax Effect
- Gillette. There is no better for a man
Clothing and footwear
- Ralph Ringer. Twisting the earth
- Savage. Freedom to be yourself
- camelot. Leave your mark
- From Paris to Nakhodka "Omsa" - the best tights!
- Eco. Shoes for life
Insurance
- Rosno got it!
- Insurance group Spassky gates. Like behind a stone wall
- Rosgosstrakh. Did everything right!
- Renaissance Insurance. The art of remembering the future
- Ingosstrakh pays. Always.
Sweets
- Mars. Everything will be in chocolate
- Rondo. Fresh breath makes it easier to understand
- Mentos. fresh solution
- Everyone loves Mamba. And Serezha too!
- Chewits. Chew don't worry
- Skittles. Do not sour - hang on the rainbow
- Dirol Kids. Now banana!
- Bounty. Paradisaic delight
- juicy fruit. I want it already!
- juicy fruit. Full Banana!
- Nuts. Charge your brains
- Snickers. Ate - and the order!
- Wispa. It's all about the magic bubbles
- Milk tastes twice as good if it's Milky Way!
- There is time. There is a Meller
- Tic Tac. Sweetness and freshness in just two calories
Media
- Echo of Moscow. Listen to the radio, the rest is visibility
- TNT. Feel our love
- TV channel Sport. Not a day without sport
- Russian radio. Everything will be fine
- Kommersant. For a real merchant - 15 years is not a term
Retail
- Crossroads. Move on to the best
- Technosila. We know people, we offer solutions
- El Dorado. Home of low prices
- Company Party. Out of politics! Out of competition!
- Technosila. Common Sense Stores
- The Snow Queen. Where do you dress?
Technics
- Indesit. We work, you rest
- Reliable Appliances exist. Proven by Zanussi
- Sony. CD and listen
- Philips. Let's change life for the better
- Tefal. We care about you.
Snacks
- BEERka. Delivered to beer
- Pringles. Having tried once, I eat now
- Chester loves Cheetos
- Yum-yum, buy Mikoyan.
Food
- Russian sea. Fish favorites
- Samych himself. Dumplings without haste
- People love Doshirak
- Knorr - tasty and skorr!
- Gallina Blanka - bul bul
- Canned Green Ray - opened and eaten
- Danissimo. And let the whole world wait
pharmaceuticals
- Nazivin. For noses and spouts
- There is a hurricane in the stomach - take Espumizan
- Bromhexine. When kids cough, a blue bear will help them!
Other
- Aeroflot. Easy to get up
- Telemarket. We sit and the money goes
- Bridgestone. Victory over the road
- Once Persil, Always Persil
- Purity - pure Tide
- Erich Krause. Feel-good work
- Oblomov restaurant. The Complete Collection of Pleasures
- Fun and delicious at McDonald's
- Pedigree. Sign of care and love
- Bzzzz, bzzzz, Suprimex!
Slogan criteria
Strict compliance with the brand line
the slogan should take into account all aspects marketing strategy and be a part of it
memorable
easily reproducible, excluding confusion in words, having a good and simple rhythmic pattern
Gone to the people
Conciseness
Takes full advantage of the language
literate, pleasant, interesting turns of speech
Phonetics
harmonious sound, ease of pronunciation
rhythm
Having a simple, pleasant rhythmic pattern
Contrast
allows you to stand out from the competition
The presence of a second bottom
The slogan, understood in two ways, while the "second bottom" does not contradict the main message, but positively complements it.
Background information about the study
Types of slogans:On the subject of promotion:
. Commodity - appeal to the rational side of the target audience through arguments. Its task is to convey to the consumer the main difference, the advantage of the product over others, to create a certain emotional attitude of the consumer to the product or its quality. As a rule, the questions are answered: What is a product? What product? Who/what is the product for? What is its advantage? What should the buyer do?
. Image - to feelings through emotions. They are aimed at increasing the recognition of the company, brand with an emphasis on any common feature in the company's activities, which applies to all products or services. They offer a potential client to feel a certain atmosphere and draw the necessary analogies with the advertised product.
Linked to product
. Related − Includes product names. Such a slogan is inseparable from the name. "Your pussy would buy Whiskas"
. Attached - correlate with the name rhythmically and phonetically. "Gillette. There is no better for a man”;
. Free - they are self-sufficient and independent. “Take everything from life”, “The aroma that brings together”. Just do it.
By volume
. Corporate/slogan mission - Once and for all. “If there is an idea, there is Ikea” (Ikea).
. Promotion - Promotes a limited-time promotion. Does not contradict the values of the corporate slogan. "For the most important people" (Ikea. Promo collection of children's furniture).
By shape
slogan-news - "Bond. Brook Bond. Now in tea bags! "The legend returns!" (Yamaha)
slogan-question - "Would you say I have no taste?" (Winston) or "Does perfection need advertising?" (BMW)
slogan-stating - “Our skin loses ½ of water. Every day" (Vichy) or "Milk tastes twice as good if it's Milkyway"
slogan-engagement — “Fanta. Get in!”
step-by-step solution slogan - “50 steps to your new Ford” or “I saved up money in the savings bank, bought a ticket to the resort”
Q&A slogan: “They say you can’t buy health. Members of our club know that this is not so” (Word Class) or “Do you want to lose weight? Ask me how! (Herbalife"
joke slogan - “We do not have regular readers” (advertising for a newspaper of vacancies).
creative director Contrapunto
Yaroslav Kucherov
ex-CEO of Lowe Adventa and JWT Russia
Today I can't imagine the situation for someone to start making a video about space,
could show him a general who shouts "Where have you been?"
Mikhail Kudashkin
Executive Creative Director Leo Burnett Group Russia
Winter Olympics slogan
in Sochi “Hot. Winter. Yours"
Roman Zimonin
spicy whopper promo campaign for Burger King with a slogan "Look, don't get aggravated!"
Of course we had three normal ideas
with naphthalene 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 "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's hard to find a more concise solution. In addition, this also reflects the nature of the brand - whack, and solved the problem.
IKEA is looking for the best resources at the best price, so it does not have a large agency, and a specific team works 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 huge charm and billions in marketing strategy. And that 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 with vodka for breakfast. The concept of the new "Snickers" was the formula Stay on the Scene - "Stay in the game." The idea was that for the first time since Soviet times, when playing football, you do not have to go home. No one will shout: “Lesha, have lunch!” Because you have a Snickers. This is how the word “snickersni” was born - the neologism of a compact snack.
slogans "I have an idea - there is IKEA",
"Don't slow down - snickers",
"Suck for pennies"
Popular and well-known slogans are advertising. Slogans are one of the best ways to influence your clients as slogans are short and you can easily convey a message through slogans to your clients. Obviously, creating an attractive and catchy slogan is not an easy task. You need to be outstanding and have superb wit and creativity to create catchy and simple slogans that attract customers and speaks of your brand. Thus, in this article, we will show only some of the best slogans that are popular and loved by everyone.
1. (I’m Lovin’ It) owned by McDonald’s is McDonald’s current international branding campaign created by Heye & Partner, an agency of McDonald’s (Germany). It was originally launched in German "Ich liebe es" in Munich, Germany on September 2, 2003, it was later launched in Australia on September 21, 2003, the UK on September 17, 2003, and in the USA on September 29, 2003. It has since gained popularity and is now the slogan that represents McDonald's.
2. "(Finger Lickin' Good), owned by KFC, is the most popular KFC advertising slogan, which was created back in 1950. However, there is an interesting story behind this phrase. During a TV commercial showing Dave Harman (Pete's brother) in the background licking his fingers, a viewer called the channel to complain saying that someone in the background was licking his fingers, a KFC manager named Ken Harbaugh responded to is: "Well, it's really" lick your fingers "" and later this phrase became the most famous slogan of KFC.
3. (Soon there will be 2 kinds of people, those who use computers and those who use Apples), owned by Apple - this slogan was introduced by Apple in the early 1980s. And she proved it when she launched the iMac in the 90s. It was really so successful that people were incredibly fascinated with its appearance and they loved to use it and buy it, paying much more than a normal computer just for the looks.
4. (Have a Break, Have a Kit Kat), owned by Kit Kat - The slogan was introduced in 1958 by Donald Gilles, the head of JWT Orland, this is their international advertising slogan, which they still continue to use.
5. (The pause that refreshes), owned by Coca Cola - The slogan was introduced in 1929, and Archie Lee himself was the one who came up with it. And that made Coke synonymous with a break. However, Coca Cola changed its slogan regularly depending on the regions.
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6. (There are some things money can't buy. For everything else, there's MasterCard) 1997, owned by MasterCard - This slogan forms the basis of MasterCard's ongoing campaign, which is linked to the company's trademarked slogan "Priceless".
7. (The happiest place on Earth), owned by Disneyland since the 1960s - Disneyland needs no introduction, and their characters have long been popular internationally. Everyone loves them and the slogan "The Happiest Place on Earth" is their property.
8. "We do it all for you"(We do it all for you) owned by McDonald's is a slogan used by McDonald's from 1975 to 1979. They previously used "You deserve a break today" from 1971 until 1975. And after this slogan, since 1979, they began to use: “Nobody can do it like McDonald’s can” (Nobody can do it like McDonald’s can).
9. (Connecting People), owned by Nokia - A slogan used by Nokia to market their mobile phones. It was introduced in 1992 by Nokia. However, frankly, Nokia was synonymous with all mobile devices in some countries, and especially in India, for a number of years in the late 90s and early years of the 21st century, as they covered a huge part of the mobile device industry at that time, but now they are facing fierce competition.
And yet, they really "connected people", in accordance with their slogan.
10. (Think small) owned by Volkswagen - This slogan was used by Volkswagen in the 1950s for their trademark "beetle". It was created by Helmut Krone and this campaign is regarded as one of the best advertising campaigns created in the 20th century and is a well-deserved success.
Are you aware of the slogans used in any successful or unique campaign? Then share the information with us in the comments.
"Slogan" - a term that came into Russian from English, was originally distributed among American advertisers. The word itself, however, is very ancient, coming from the Gaelic language (sluagh-ghairm), where it meant "battle cry". In its modern meaning, it was first used in 1880. Earlier in Russian, instead of the word “slogan”, the word “slogan” was used, which came into Russian 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 forever
- For successful living
Regardez-moi dans les yeux / Look me in the eyes, I said in the 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 it, you won't stop
- America Runs On Dunkin
The drinks
- Got Milk? / No 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! / This is Miller time
- The Champagne of Beers
- Keep Walking
- 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?! / Kagdilaaaaaaa?!
- 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
- Obey your thirst / Obey 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
- Always Coca Cola / Always Coca Cola, 1990s
- It "s the real thing / She is 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 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! / Pepsyachnogo day!, 1977
Breakfasts
- Central heating for kids / Central heating for children
- They "re grrreat! / They are fucking awesome!
Sweets
- The mint with the hole / Mint with a hole
- A glass and a half 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! (play on words - a piece of chocolate)
- Hungry? Grab a Snickers / 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
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
- Nobody does chicken like KFC / Nobody cooks chicken like KFC
- 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 cutlets, special sauce cheese, cucumbers, lettuce and onions, all on a bun with sesame seeds
- I "m lovin" it / That's what I love
- Put a smile on. Happy Meal / Smile. happy meal
Animal food
- In tests, out eight 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
- I "d Walk a Mile for A Camel / For the sake of Camel I will walk a mile
- 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 keep 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
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
- If only everything in life was as reliable as a Volkswagen / If everything in life was as reliable as a Volkswagen
- Think Small
- Safe Happens / Safety happens
- DasAuto
- Grab life by the horns / Take life by the horns
- It "s a Skoda. Honest / This is Skoda. Honestly
- Zoom-Zoom
- Put the fun back into driving / 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 of the RR mechanic:
"I've always said that something needs to be done with this watch"
- 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 go ahead
- Passion For Excellence
- Power is nothing without control
Petrol
- Beyond Petroleum / More than fuel
- I swear by Shell
Retail
- Why pay more / Why pay more
- That's ASDA price / This is the ASDA price
- It "s All Inside. / All 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. Other)
- Life is good
Digitally Yours
- Numerically yours (play on words, formed from fully yours - sincerely yours)
Challenge everything
- Challenge everything
EA Sports. It's in the game
- EA Sports. All 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 (pun, Sharp - sharp)
Let "s Make Things Better / Let's make the world a better place (Let's change the world for the better)
- Sense 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 (play on words, from the expression get in or get out - come in or get out)
- Wii would like to play. / The Wii wants to play (Play on: We - Wii, i.e.<Мы хотели бы поиграть>)
- Now You "re Playing With Power! / Now you are playing with power!
- Play It Loud. / Play out loud (from the 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
- HelloMoto
- Intelligence everywhere / Intelligence in everything
- Welcome To The Human Network / Welcome to the human network
- Everything is Easier on a Mac
- Once you go Mac. You "ll never go back / Once you've tried a Mac, you'll 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 it. Sell it. Love it.
- Make The Most Of Now / Get the most out of the moment
- Happy To Help / Happy to help
- The Future "s Bright; The Future" s Orange / The future is light, the future is Orange
Banking
- The World Puts Its Stock In US
- Edge Is Efficiency / Crisis is an advantage
If you're looking for inspiration, check out our list of amazing slogans from world famous companies.
But before that, let's figure out what a “good slogan” is and what exactly makes it a sales slogan.
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 advertisements, while slogans are audio advertisements. But both of these formats capture the attention of consumers much more effectively than just the name of a company or product. 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, the key idea that will certainly remain in people's memory.
How to create an effective slogan?
All successful slogans are similar in characteristics:
- He is remembered
The slogan should be easily recognizable. A few short, bright, memorable words can be used in advertising, video clips, posters, business cards, etc. - It conveys the core value of the brand
You should not sell the product features, 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 the competition
Find something that sets your brand apart from others and use it when creating a 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 be bewildering.
So, we have considered 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"
The message of Nike instantly resonated in the hearts of the people. The company has become much more than an ordinary manufacturer of sportswear and shoes - it is a special state of mind and body! Nike's motivating message inspires hope in people around the world: "If you want to do something, just do it!".
The Kennedy + Weiden agency, who came up with the legendary slogan, could hardly imagine that it would become so popular. Nike used to release clothing exclusively for marathon runners. But after the resounding success of the slogan, Nike's audience has increased many times over. This example just goes to show that some businesses need time to create a slogan that conveys the brand message and resonates with the target audience.
2. Apple - "Think Different" / "Think Different"
The slogan first appeared in Apple's "Here's to the Crazy Ones, Think Different" advertising campaign, dedicated to the 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 the time was launching its ThinkPad.
Soon the slogan “Think different” began to appear in all Apple advertising, despite the fact that the company was not releasing new products at that time. All of a sudden, people began to understand that Apple - they are not just computers, but at the same time powerful and easy-to-use devices available to each of us.
3. L "Oréal -" Because You "re Worth It" / "Because you deserve it"
Who among us does not want to feel worthy of something? L "Oréal specialists know for sure that a woman uses cosmetics to feel more beautiful, attractive, desirable and ... worthy this. The slogan L "Oréal does not talk about the product itself, but about what image and what 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 "Because you deserve it" was held in Paris. Guest stars - Jane Fonda, Freida Pinto, Inesse de la Fressange and others came to congratulate L "Oréal Paris and talk about what it means for 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 a MasterCard"
This two-sentence slogan was coined by MasterCard back in 1997. Then 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 advertisement was: father and son go to the baseball field together, father pays for tickets, hot dogs and drinks, but the conversation between father and son is priceless. After that, MasterCard's ad campaign went viral, long before the advent of social media.
What is the secret behind the MasterCard campaign? Each commercial evokes emotions in the audience, evoking pleasant, dear memories - for example, as it was with the first commercial, memories of going to baseball with dad. Nostalgia is a very powerful marketing tool.
5. BMW - "The Ultimate Driving Machine" / "Full Drive"
BMW sells cars worldwide, in North America the brand is known under the slogan "The Ultimate Driving Machine" - "Full Drive". This slogan was coined in the 1970s by the Ammirati & Puris agency and was aimed at "baby boomers" who had started earning 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 are breathtaking to drive. It is based on an emotional message for which consumers were willing to pay more.
For Russia, the slogan “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 be different from another? M&M were able to distinguish their product from the competition - their chocolate does not melt in the hands.
7. De Beers - "A Diamond is Forever" / "Diamonds are forever"
Essentially, diamonds are worth at least 50% less than what you 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” has been appearing in every De Beers advertisement since 1948, and in 1999 AdAge named it the best slogan of the century. His main message: diamonds, like your relationship, are eternal. Which, among other things, stopped consumers from mass resale of diamonds (and hence reducing their value). Genius 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 minor changes and sounded like “So delicious that you can’t resist!”
Seriously, did anyone get it? Although this slogan would fit 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" / "The excellence of high technology"
“Vorsprung durch technik” has been the main slogan of Audi around the world 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 until now the slogan “Superiority of high technologies ” is relevant for the Audi brand. It is important to note that Audi invariably leave their slogan in German on written media, in whatever country they sell and advertise their cars.
10. McDonald "s - "I" m Lovin "It" / "That's what I love"
The "I'm Lovin' It" ad campaign was launched in 2003 and is still relevant today. This is a great example of a slogan that resonates with the target audience. The food at McDonald's is far from the healthiest, but its taste is really loved by many.
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 with Maybelline.”
The first Maybelline slogan was created in the 1990s and has become one of the most famous around the world. He instills in women a sense of self-confidence. 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 and became a response to other publishers who made money only on sensationalism. The New York Times, by contrast, focused on important facts and stories that taught readers something new. Thanks to the slogan, the newspaper came to be regarded as a credible source of information.
