September 13, 2013

It’s the 25th anniversary of Nike’s “Just do it” slogan. Nike and ad agency Wieden + Kennedy have made this one of the powerhouse branding tools for Nike, and it has almost nothing to do with their products.  As the keeper of one of the world’s best-known airline slogans for years, “The Only Way to Fly,” I was curious why more people are not using slogans today. It is probably because in our toss-away world, no one is willing to stay with a slogan long enough to make it work. But if fully integrated into your marketing efforts, slogans can be a great mind-control tool.

How many of these slogans are still living in your mind?

“They’re G-r-r-r-eat!” Back in the 1950s, Tony the Tiger growled his way into America with this slogan for Frosted Flakes. It is now one of the longest running and most recognized slogans in TV advertising history.

“Rice-A-Roni, the San Francisco Treat” Could be the most famous jingle in American ad history. The original commercial in 1959 turned a sleepy family business into a food leader. It was bought by Quaker Oats in 1986 for $275 million.

“The Best Part of Waking up is Folgers in Your Cup” This line has been used in every Folgers commercial since the 1960s.

“Don’t Leave Home Without It.” Ogilvy & Mather created this slogan in 1975 for American Express. In 1985, BBDO responded with “Visa, It’s Everywhere You Want to Be.” And then in 1997, MasterCard introduce the one I think is used the best, “There are some things money can’t buy. For everything else, there’s MasterCard.”

“Nothing Outlasts the Energizer. It Keeps Going, and Going…” Produced by DDB Chicago Advertising in the 1980s, this is the ageless slogan that comes with the pink bunny.

“Pardon Me, But Do You Have any Grey Poupon?” Created by Lowe & Partners in the 1980s, this strangely effective spot has been parodied countless times.

“I’ve fallen and I can’t get up.” Launched in 1987, Life Alert is still using it and it has become part of pop-culture.

I could go on and on. The point is that slogans have been the backbone of advertising for decades. So, why not try one? Although AdSlogan is a UK company and website, it’s a fun site to explore slogan options: http://www.adslogans.co.uk/site/pages/home/hall-of-fame.php


  1. That was a fun trip down Memory Lane! The Grey Poupon mention reminded me of an interesting interaction on their Facebook page. They have a “membership test” to be added to their group. If you don’t show enough snob-appeal, you will be rejected. Some of the posts by the rejected are pretty funny! Happy Friday! :)

    • I check out the site, sounds like a fun way to increase engagement. Thanks for reading my blog!

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