42 Famous Slogans: The Power of Memorable Taglines
Why do specific phrases pop into our minds randomly? Why do we get stuck humming jingles when doing the dishes? What about catchphrases people connect with across the world?
This is the domain of brand slogans – those little sentences or phrases that remind us they exist.
Here, we will look at 42 famous slogans representing consumer culture over the last century.
What gives them success? Why are they remembered and repeated?
Let us explore what makes these famous slogans tick!
The Art and Science of Slogan Crafting
A tiny introduction before we start talking about these taglines: It is essential to respect the art of these phrases.
When someone works on slogan writing, it is not as simple as finding attractive words and making the tagline – that’s just words. It’s a combination that requires understanding concepts like psychology, imagination and brand strategy.
How important is a slogan in marketing?
- Brevity: The best slogans should be brief. They are often encapsulated in just a few words.
- Memorability: A well-thought-out slogan ought to be simple enough to be memorised very quickly, and it often has some rhetorical devices such as rhythm, allusion, or pun.
- Emotion: There are different kinds of emotions presented by a great slogan, such as happiness, nostalgia, a bit of sass, prejudice, etc.
- Brand Essence: Some of the best slogans tell the reason behind the brand. Why did it exist?
- Longevity: Some slogans may be relevant to a particular time, but the greatest will endure.
Now that we know what we should know let’s proceed with 42 of the most famous slogans our world has ever seen.
The Classics: Timeless Taglines That Never Get Old
1. Nike: “Just Do It”
Let us begin with a champion: Nike's “Just do it.” Muhammad Ali would have been proud of this slogan, which, like him, floats like a butterfly and stings like a bee. Since its launch in 1988, this introductory three-word phrase has captivated people, from recreational runners to competitive ones.
Why it is effective:
- It works for everyone.
- It combines aspiration, intention and movement.
- It aligns with the Nike brand's core beliefs, meaning and conception.
2. McDonald's: “I'm Lovin' It”
“Da da da da da!” Yep, we know you were just humming it in your head. The advertising tagline of McDonald’s, “I’m Lovin’ It”, was introduced in 2003, and it is very desirable to use the concept of earworms, which simply means a catchy jingle that sticks in one’s mind.
Why it works:
- It is cheerful.
- The tune that comes with it can naturally get stuck in the mind.
- It highlights the customer's experience instead of the actual item.
3. L'Oréal: “Because You're Worth It”
Since the 1970s, L’Oreal has been telling us we can afford that expensive shampoo. The slogan speaks to the consumers’ need for self-esteem and aspirations in the beauty industry, a classic and everlasting one throughout history.
How to interpret it correctly:
- The customers are made to feel valuable.
- They offer an explanation and assertion for the higher pay.
- They empower the consumers.
The Clever Ones: Slogans That Make You Think (and Smile)
4. M&M's: “Melts in Your Mouth, Not in Your Hand”
This slogan is as functional as it is fun. Introduced in 1954, it highlights the unique selling point of M&M's candy coating while creating a vivid sensory image.
Why it works:
- It communicates the product benefit
- It's descriptive and easy to visualise
- It solves a common problem (messy chocolate)
5. De Beers: “A Diamond is Forever”
Arguably one of the most successful slogans of all time, this 1948 tagline transformed the diamond industry. It's a masterclass in creating emotional associations with a product.
Why it works:
- It links the product to the concept of eternal love
- It justifies the high cost of diamonds
- It's romantic and aspirational
6. Meow Mix: “Tastes So Good, Cats Ask for It By Name”
Here's a slogan that's equal parts clever and ridiculous. It humorously personifies cats while highlighting the product's appeal.
Why it works:
- It's humorous and memorable
- It implies that cats prefer the product
- It creates a playful brand personality
The Challengers: Slogans That Dare to Be Different
7. Apple: “Think Different”
Launched in 1997, this slogan perfectly encapsulated Apple's innovative spirit and appeal to creatives and rebels.
Why it works:
- It positions Apple as an innovative, unconventional brand
- It's a subtle dig at IBM's “Think” slogan
- It appeals to people who see themselves as unique or creative
8. Avis: “We Try Harder”
What can you do when you are only second best in an industry? In the case of Avis in 1962, you make the most out of the situation in any way you can.
Why it works:
- It is very self-aware of the brand’s position
- It suggests superior service and a better work ethic
- It builds a “David vs Goliath” structure, making people cheer for them
9. Volkswagen: “Think Small”
In an era of big American cars, Volkswagen's 1959 slogan for the Beetle was revolutionary. It turned the car's small size from a potential weakness into its greatest strength.
Why it works:
- It's counterintuitive, grabbing attention
- It reframes the product's perceived disadvantage as an advantage
- It's simple and memorable
The Motivators: Slogans That Inspire Action
10. Adidas: “Impossible Is Nothing”
Adidas took inspiration from Muhammad Ali for this 2004 slogan, creating a powerful message of perseverance and achievement.
Why it works:
- It's inspirational and empowering
- It aligns with the brand's focus on athletic performance
- It challenges consumers to push their limits
11. Red Bull: “Red Bull Gives You Wings”
This slogan, used since 1987, perfectly captures the energy drink's promise of enhanced performance and vitality.
Why it works:
- It's metaphorical and vivid
- It promises transformation and improvement
- It's playful and doesn't take itself too seriously
12. The U.S. Marine Corps: “The Few. The Proud. The Marines.”
This powerful slogan, introduced in 1977, encapsulates the exclusivity and honour of being a Marine.
Why it works:
- It creates a sense of elite status
- It's concise and rhythmic
- It instils pride in Marines and respect in civilians
The Reassurers: Slogans That Build Trust
13. Allstate: “You're in Good Hands”
In 1950, Allstate first used this slogan to inspire confidence in its customers and assure them of their care and protection.
Why it works:
- It employs a reassuring analogy.
- It directly concerns the safety needs of the consumers.
- It helps establish trust and reliability with the consumer.
14. FedEx: “When It Absolutely, Positively Has to Be There Overnight”
Though no longer in use, this slogan from 1978 was a perfect example of a tagline that made a straightforward promise to customers.
Why it works:
- It makes a specific, measurable promise
- It addresses a key customer concern (timely delivery)
- It conveys confidence in the service
15. Burger King: “Have It Your Way”
In 1974, Burger King made the most of its slogan “have it your way”, an insult to McDonald’s. The slogan was relevant given the cultural context, namely for individualism and self-expression.
When people were called to “make it your way,” these were rhetorical techniques reflecting the changing nature of society with an increasing respect for expressions of individualism.
Why It Works:
- It indicates to customers that their desires are considered and, thus, their needs will be taken care of.
- It portrays the brand's flexibility and is ready to go out of its way to make the customers happy.
The Lifestyle Makers: Slogans That Sell More Than a Product
16. Coca-Cola: “Open Happiness”
From 2009 to 2015, this slogan positioned Coca-Cola not just as a beverage but as a key to joy and positive experiences.
Why it works:
- It associates the product with positive emotions
- It's simple and universally appealing
- It suggests that happiness is accessible through a simple action
17. BMW: “The Ultimate Driving Machine”
This slogan, used since 1975, perfectly encapsulates BMW's brand promise of superior performance and engineering.
Why it works:
- It positions BMW as the pinnacle of automotive excellence
- It appeals to driving enthusiasts
- It justifies the premium pricing of BMW vehicles
18. Maybelline: “Maybe She's Born With It. Maybe It's Maybelline.”
This clever slogan, introduced in 1991, reflects that Maybelline products can give you natural-looking beauty.
Why it works:
- It's playful and memorable
- It suggests that the product can create a natural, effortless look
- It's structured as a catchy, repeatable phrase
The Tasty Ones: Food and Drink Slogans That Make Your Mouth Water
19. KFC: “Finger-Lickin' Good”
This slogan, first used in 1956, creates a vivid image of KFC's delicious, messy fried chicken.
Why it works:
- It's descriptive and sensory
- It implies the food is so good you can't help but lick your fingers
- It's casual and fun, matching KFC's brand personality
20. Lay's: “Betcha Can't Eat Just One”
Introduced in 1963, this slogan cleverly highlights the addictive quality of Lay's potato chips.
Why it works:
- It's phrased as a challenge, engaging the consumer
- It implies that the product is irresistible
- It's conversational and friendly in tone
21. Wheaties: “The Breakfast of Champions”
This slogan, used since 1927, associates the cereal with athletic success and healthy living.
Why it works:
- It positions the product as fuel for high achievers
- It implies that eating Wheaties could make you a champion
- It's aspirational and motivational
The Tech Titans: Slogans from the Digital Age
22. Facebook (Meta): “Move Fast and Break Things”
While not an official slogan, this phrase became synonymous with Facebook's early company culture and approach to innovation.
Why it works:
- It conveys a sense of rapid innovation
- It appeals to risk-takers and disruptors
- It positions the company as dynamic and unafraid of change
23. Google: “Don't Be Evil”
Google's unofficial motto until 2015 set a high ethical standard for the company.
Why it works:
- It's simple and direct
- It positions Google as a trustworthy, ethical company
- It acknowledges the potential for misuse of technology
24. Intel: “Intel Inside”
This 1991 slogan turned a computer component into a recognised brand.
Why it works:
- It creates brand awareness for a typically unseen product
- It's simple and easy to remember
- It implies that Intel is a crucial part of any computer
The Iconic Ones: Slogans That Defined Eras
25. Volkswagen: “Das Auto”
From 2007 to 2015, this German slogan (meaning “The Car”) positioned Volkswagen as the quintessential automobile maker.
Why it works:
- It's simple and authoritative
- It uses the brand's German heritage as a selling point
- It implies that Volkswagen is synonymous with cars
26. American Express: “Don't Leave Home Without It”
From 1975 to 1987, this slogan positioned American Express cards as essential to daily life.
Why it works:
- It creates a sense of necessity
- It implies that the card is helpful in many situations
- It's phrased as friendly advice
27. Energizer: “Keeps Going and Going and Going”
The phrase perfectly embodies the spirit of the Energizer brand in just a few words. It suggests firsthand endurance, reliability and long duration, all attributes required for batteries.
Why it works:
- Its delivery is simplistic, resulting in imitative recall that is critical in an industry where consumer decisions must be made instantly
- This slogan captures Energizer's primary brand message: the long-lasting power.
- The Energizer Bunny, which is part of the slogan, provides a visual component that is fun and engaging.
The Quirky Ones: Slogans That Stand Out with Humor
28. Dollar Shave Club: “Our Blades Are F***ing Great”
This bold, attention-grabbing slogan helped launch the startup into the spotlight in 2012.
Why it works:
- It's shocking and memorable
- It conveys confidence in the product
- It appeals to a younger, irreverent audience
29. Snickers: “You're Not You When You're Hungry”
Introduced in 2010, this slogan turned hunger into a personality disorder that Snickers could solve.
Why it works:
- It's humorous and relatable
- It positions Snickers as a solution to a common problem
- It's easily adaptable for different marketing campaigns
30. Old Spice: “The Man Your Man Could Smell Like”
This slogan, introduced in 2010, revitalised the Old Spice brand with its quirky humour.
Why it works:
- It's unexpected and funny
- It appeals to both men and women
- It positions Old Spice as a desirable, masculine scent
The Aspirational Ones: Slogans That Make You Dream Big
31. U.S. Army: “Be All You Can Be”
From 1980 to 2001, this slogan positioned military service as a path to personal growth and achievement.
Why it works:
- It's inspirational and challenge-oriented
- It appeals to a sense of patriotism and duty
- It suggests the Army can help you reach your full potential
32. Tesla: “Accelerating the World's Transition to Sustainable Energy.”
Tesla operates more than just all-electric vehicle fabrication; it has also expanded to fabricate scalable, clean energy-generating and storage products.
These solutions allow homeowners, businesses and utilities to generate, consume, store, and efficiently manage their renewable energy.
Why does this slogan make sense?
- The slogan clearly describes Tesla’s scope and vision for the distant future: mooring every person to sustainable energy.
- It hopes people will feel good about themselves for being part of something good.
- The expressive aspect is even better, and almost something similar is observed. This is a pictorial piece where one chooses to positively impact the universe by endorsing a specific car model, the Tesla.
The Timeless Classics: Slogans That Have Stood the Test of Time
33. Coca-Cola: “Taste the Feeling”
Introduced in 2016, this slogan aims to unite the company's brands under one global campaign.
Why it works:
- It's emotionally evocative
- It focuses on the sensory experience of drinking Coca-Cola
- It's simple and universally applicable
The Challengers: Slogans That Take on the Competition
34. 7-Up: “The Uncola”
In the 1970s and 1980s, this slogan positioned 7-Up as a refreshing alternative to cola drinks.
Why it works:
- It differentiates 7-Up from its competitors
- It's catchy and memorable
- It appeals to those looking for something different
The Reassuring Ones: Slogans That Build Trust
35. Farmers Insurance: “We Know a Thing or Two Because We've Seen a Thing or Two”
Introduced in 2014, this slogan cleverly highlights Farmers' experience and expertise.
Why it works:
- It's conversational and relatable
- It implies extensive experience in a folksy way
- It builds trust by suggesting that the company can handle any situation
36. Johnson & Johnson: “A Family Company at Work for a Better World.”
“At Work for a Better World” is not merely a tagline; it is an undertaking to maintain a higher standard and keep advancing the cause of the legacy of trust. They are committed to fulfilling consumer requirements while upholding the planet's decency for its future inhabitants.
Why It Works:
- The tagline affirms the company profile as a “family-run” business, inspiring warmth, affection, and assurance.
- By simply stating that it is sitting “at work for a better world,” Johnson and Johnson is putting its customers at ease in that the company seeks to uplift society, which resonates well with the emerging trend of socially responsible consumers.
- The tagline satisfies both the practical needs (a company that can be relied upon for the services required by the family) and the emotional needs (a better world create a better service: it is about Fertility services in Kenya), making the message come out clear and very comforting in terms of product involvement and promise.
The Lifestyle Sellers: Slogans That Promise More Than Just a Product
37. Harley-Davidson: “American by Birth. Rebel by Choice.”
This slogan encapsulates the free-spirited, rebellious image associated with Harley-Davidson motorcycles.
Why it works:
- It taps into American patriotism
- It appeals to those who see themselves as non-conformists
- It sells a lifestyle and identity, not just a motorcycle
38. Corona: “Find Your Beach”
Introduced in 2010, this slogan invites consumers to escape to their paradise.
Why it works:
- It's open to interpretation, allowing consumers to personalise the message
- It associates the brand with relaxation and escapes
- It's aspirational and evocative
The Innovators: Slogans That Promise Progress
39. General Electric: “Imagination at Work”
Introduced in 2003, this slogan positions GE as a company driven by innovation and creativity.
Why it works:
- It suggests constant innovation and problem-solving
- It appeals to both consumers and potential employees
- It positions GE as a forward-thinking company
40. IBM: “Think”
This one-word slogan, used since 1911, encapsulates IBM's commitment to progress through technology and thought leadership.
Why it works:
- It's simple and powerful
- It encourages engagement and problem-solving
- It positions IBM as an intellectual leader in technology
41. Panasonic: “Ideas for Life”
This slogan connects Panasonic's products with improving everyday life through innovation.
Why it works:
- It suggests that Panasonic's products are practical and life-enhancing
- It positions the company as innovative and forward-thinking
- It's broad enough to cover Panasonic's wide range of products
The Unforgettable Ones: Slogans That Stick in Your Mind
42. Kit Kat: “Have a Break, Have a Kit Kat”
Since 1957, this slogan has linked the chocolate bar with taking a break.
Why it works:
- It creates a specific use case for the product
- It's rhythmic and easy to remember
- It positions Kit Kat as a small, permissible indulgence
The Power of a Great Slogan
The examples above show that a good slogan can do much more than describe one’s offerings.
This means that a phrase can anticipate people's sentiments, establish a living style, outdo other players, win the client's confidence and even redefine social practices.
Other slogans switch from the life spanning campaigns and, in some instances, the products that were sponsored by these slogans; instead, they become household phrases.
What, then, typifies a good slogan? Let’s disintegrate and understand this more:
- Memorability: The clever use of architecture is the secret to the most memorable slogans. The phrases usually stick in one's brain because of the rhythm, rhyme, or pun used.
- Simplicity: Powerful slogans are usually short, concise, and easy to say.
- Emotion: A good slogan should invoke some reactions, either a feeling of joy, trust, thrill or a sense of rebellion, albeit a mild one.
- Uniqueness: What separates a slogan from all others? I realised it sets the brand's latitude and climatic limits.
- Timelessness: Whereas such slogans can effectively promote products, some are timeless, spanning decades.
- Flexibility: More often than not, successful slogans become applied to other products or target markets without losing the primary message.
- Authenticity: An effective slogan must also be true to life, that is, the promises or beliefs of the brand.
The Evolution of Slogans in the Digital Age
Gradually and steadily, the functions of slogans are changing as we go deeper into the age of information technology.
Marketing use of social media in marketing slogans is becoming a common trend today, even with restricting hashtags and memes and a few words of 280 characters.
The following is the list of a few trends we are noticing.
- Slogan Hashtags: Some brands have developed slogans in hashtags, an excellent way to make fans active on online platforms—for instance, Kit Kat's #HaveABreak or Coca-Cola's #ShareACoke.
- Customisation: Other organisations move from the generalisation approach of slogan development towards many discreet ones. The end-of-the-year Spotify advertising campaign, “Wrapped, ” offers listeners statistics on how much they listened to songs in any genre. It makes personalised taglines for each listener based on what they specifically enjoy pulsating to.
- Digital or Interactive Slogans: With the advent of digital media, it is now possible to incorporate both textual and interactive elements in slogans. The “I’m feeling lucky ” button by the Google company features a motto in its design.
- Flexible or Adaptive Slogan: Some organisations are developing resourceful slogans that can be moulded to fit various scenarios or campaigns in the future. The “priceless” campaign run by Mastercard Inc. is good in this regard.
- Slogans with defined Objective: Focus on specific aspects that determine what type of slogan a business will come up with, given the change in consumers' concerns and queries concerning social conscience. A classic example is the slogan by Patagonia: “We’re in business to save our home planet.”
Conclusion: The Enduring Power of Words
In our culture of information overload, where we face thousands of marketing messages, slogans have remained. These little nuggets puncture the noise, lodge themselves in the audience’s consciousness, and sometimes influence the culture.
These slogans go beyond that, they perceive. From Nike’s ‘Just Do It’ to Coca-Cola’s ‘Open Happiness,’ from Apple’s ‘Think Different’ to L’Oréal’s ‘Because You’re Worth It,’ these advertisements do not simply sell the products. They sell ideas, they sell lifestyles, and they sell values.
They make us laugh, educate, and simulate emotions. They become part of our everyday speech and cultural references.
For instance, it has been noted in our tour of these famous slogans that even marketing will try to be more original and catchy. These quotes summarise what a brand stands for, crystallised in several words. However, They are promises to customers, challenges to rivals, and sometimes battle cries for a whole generation.
So, think of this the next time you sing a song for an advertisement or say the words written in an advertising campaign for a product. You do not remember an advertisement alone, but instead a “piece of art in words,” created to represent a brand and stay in the audience's psyche. Food for thought, and what food that is! Politically correct. Otherwise, finger-licking is good!
FAQs
What is the reason for making slogans for brands?
For any brand, a slogan is essential because it builds up the brand image, emphasises certain advantages or values, sets the brand apart from the rest, and makes an impression on the customers that outlives even well-known ads.
How many words should a good slogan have?
There is no definite rule, but it is typical for effective slogans to be short and catchy, i.e. two to nine words. It is essential to give the brand message briefly and in an easy-to-remember way.
Does it mean that a brand can have multiple slogans?
Brands can have more than one slogan, often opting for different ones when running diverse campaigns or developing other product lines. However, many brands that earn significant revenue usually prefer having a single main slogan for consistency.
How long can a slogan last on a brand?
There are no fixed periods for replacing slogans. Slogans have been in use for many years, but slogans have been in use for a very short time. It depends on the brand's needs, market changes and the slogan's efficacy.
Are Slogans patentable?
Yes, slogans can be approved for trademark registration and thus protected from the competitors’ usage. Some of the famous slogans even receive trademark status.
How do you come up with a catchy slogan?
You must consider the core of your business, appreciate your audience, be brief, add features like alliteration or rhyming, and make it a checkmark in terms of stickiness and effectiveness.
Can a lousy slogan harm a brand?
Even an ignorant slogan can destroy a brand. This is when the intended meaning is unclear, and the audience does not respond to the slogan or offend them. So, these slogans must also be subjected to vigorous testing before being unveiled.
Are slogans worth making nowadays?
Certainly! Their format may change (like they may be turned into hashtags), but these slogans still serve the same purpose of defining the ethos of that brand in a short and precise, meaningful manner, which is very important in digital media.
What’s the difference between a slogan and a tagline?
Though used popularly interchangeably, a slogan deals with an ad campaign and can be changed whenever on the mass ads, while a tagline is where a brand mission and promise can be stated, and it's more (somewhat) permanent.
Is it advisable for smaller brands to have a slogan?
Yes, it is! A slogan will enable smaller enterprises to attract attention in a local market, demonstrate their competitive advantage, and help in brand association as it applies to bigger businesses.
