Do you remember these legendary advertising slogans?

Do you remember these legendary advertising slogans?

  • August 31, 2020
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A catchy and memorable motto or slogan that sums up a company’s ethos or strategy can be a super-powerful marketing tool. Yet some of the most recognized corporate catchphrases have bitten the dust, despite being ingrained in the minds of millions of people around the world. Click or scroll through as we take a look at 15 totally unforgettable slogans that have been consigned to advertising history.

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KFC’s classic slogan was created in 1956 after franchisee Dave Harman was featured in a TV commercial chowing down messily on some chicken. An irate viewer called the company to ask why Harman was licking his fingers, to which manager Ken Harbough replied “well, it’s finger lickin’ good”.

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Maybelline’s catchy and ever so slightly cheesy slogan was invented in 1991 by the marketing team of New York investment company Wasserstein Perella & Co., and helped nail the brand’s reputation for flawless, natural-looking make-up.

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Yet, by the mid-2010s, the slogan had become much parodied and Maybelline’s parent company L’Oréal decided it was time for a change, plumping instead for the empowering “Make it happen” in 2015. The swap has been a resounding success for Maybelline, which enjoyed impressive growth the following year.

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UPS launched its biggest ever print and TV advertising campaign in 2002 with the slogan “What can brown do for you?” The fifth tagline in the logistics company’s history, it was coined by The Martin Agency in Richmond, Virginia.

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Needless to say, the slogan was lampooned and fueled countless toilet-related jokes. UPS eventually abandoned the tagline for being too vague, replacing it in 2010 with “We heart logistics”, which was created by Ogilvy & Mather Worldwide.

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David Ogilvy of Ogilvy & Mather Worldwide was the brains behind this enduring strapline. The top advertising exec created the “Don’t leave home without them” campaign in 1975 to promote AMEX travelers’ checks. Later the phrase was tweaked to market the company’s charge card.

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In April 2018, AMEX unveiled a brand overhaul and global campaign with the straplines “Don’t do business without it” and “Don’t live life without it”. According to the company, the new slogans reflect how business and “life” are becoming increasingly intertwined.

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Burger King adopted the “Have it your way” slogan in 1974. The idea that you could customize a fast food burger was pretty revolutionary at the time and differentiated the chain from arch-rival McDonald’s.

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The flame-grilled burger chain stuck with the slogan on and off for decades, but decided in 2014 that it was a time for a change, settling on the millennial-friendly “Be your way”. While “Have it your way” refers only to the product, “Be your way” is designed to connect with customers’ lifestyles.

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Another world-famous slogan that has been altered rather than jettisoned entirely, L’Oréal’s “Because I’m worth it” was created in 1973 by McCann-Erickson copywriter Ilon Specht. The slogan reflected the feminist zeitgeist of the 1970s, and more than suited the me-first attitude of the 1980s.

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Like the Big Mac it describes, this classic McDonald’s slogan is a bit of a mouthful to say the least. The phrase, which was created by advertising agency Needham, Harper & Steers, appeared as a rapped jingle in a super-popular 1970s campaign.

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A slew of McDonald’s restaurants even offered free Big Macs to customers who could recite the slogan in under three seconds. The retired strapline, which is still widely remembered by people of a certain age, has been revived by the chain twice, in 2003 and 2008.

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If you think the McDonald’s slogan is on the wordy side, you clearly don’t recall this Pepsi slogan from 1974. At 134 characters, it’s the longest strapline ever. The catchphrase was created by Dave Trott, a junior copywriter at Boase Massimi Pollitt (BMP) in London.

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Fox News got rid of its “fair and balanced” motto in August 2016 in the wake of the Roger Ailes scandal. The motto was thought up by the disgraced former chairman and CEO back in 1996.

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The statement was endlessly ridiculed by liberal commentators, and Fox News co-president Jack Abernethy finally decided to pull the plug because it had “been mocked” so persistently. The network went on to use its other, less contentious motto, “Most watched. Most trusted”.

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This US dairy industry slogan was created by advertising agency Goodby Silverstein & Partners in 1993 and, along with the famous ‘Milk Mustache’, fast became an icon, featuring in celebrity-studded ads starring the likes of Beyoncé, Elton John, Taylor Swift and Tom Brady.

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The campaign worked wonders on nationwide milk sales, but MilkPEP called time on the slogan in 2014, adopting “Milk Life” instead to focus on the drink’s high protein content and health benefits. “Got milk” still lives on in California however, and the trademark continues to be licensed out.

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In 1994, the National Advertising Review Board panel ordered Walmart to change its long-running “Always the low price. Always” motto, which was ruled misleading to customers. The retailer chose “Always low prices” as a replacement and didn’t look back.

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The internet giant’s original motto was first mooted in 1999 by in-house engineer Amit Patel, making its debut in 2004. “Don’t be evil” is all about avoiding conflicts of interest and being as objective as possible, but the motto eventually became ammunition for critics of the company.

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In 2012, Google announced it would be tracking users across all platforms, sparking a media and public backlash. Amid accusations of hypocrisy, Google parent company Alphabet quietly dropped “Don’t be evil” in 2015 in favor of “Do the right thing”.

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Microsoft may earn an Affiliate Commission if you purchase something through recommended links in this article.

Microsoft may earn an Affiliate Commission if you purchase something through recommended links in this article.

Guinness hired London advertising agency S. H. Benson in 1929 to create its first modern campaign for the UK market, and the agency came up with the tagline “Guinness is good for you” after interviewing drinkers, who were convinced the alcoholic beverage was doing them good.

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Microsoft may earn an Affiliate Commission if you purchase something through recommended links in this article.

Probably one of the best advertising slogans ever, this iconic phrase was conjured up by Saatchi & Saatchi in 1973 and first appeared in a 1975 UK TV commercial, which was voiced by the legendary writer and director Orson Welles.

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Microsoft may earn an Affiliate Commission if you purchase something through recommended links in this article.

31/31 SLIDES

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