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Marketing slogans are more than just catchy phrases; they are powerful tools that encapsulate a brand's identity, mission, and appeal.
They resonate with audiences, create brand recognition, and sometimes even enter everyday language. Let's explore ten iconic marketing slogans and the stories behind their creation.
The very best make us instantly think of the brand the second we hear them.
Here are some of the best.
This globally recognized slogan was inspired by the last words of Gary Gilmore, a man facing a firing squad, who said, "Let's do it."
Dan Wieden, co-founder of Wieden+Kennedy, tweaked it to "Just Do It" for a 1988 Nike ad, capturing the spirit of determination and grit. It was a call to action that transcended sports and became a mantra for all walks of life.
It also has a slightly sinister origin, involving a convicted murderer.
Find out the full story here.
"I'm Lovin' It" became McDonald's first global campaign in 2003. It was part of a rebranding effort to counter negative publicity.
The slogan, created by Heye & Partner, a German agency, and set to music by Justin Timberlake, emphasized a positive, personal connection with the food.
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This iconic slogan was created in 1997 by the Los Angeles office of advertising agency TBWA\Chiat\Day.
It was part of Apple's campaign to reestablish its reputation for innovation and creativity.
The slogan, accompanied by images of trailblazing historical figures, encouraged consumers to see Apple as a brand for creative, unconventional people.
In 2009, Coca-Cola introduced "Open Happiness," building on its legacy of associating the brand with joy and togetherness.
This slogan was part of a broader campaign to uplift consumers during the economic downturn and position Coke as a symbol of positivity and refreshment.
This empowering slogan was born in 1973, penned by Ilon Specht, a young copywriter at McCann Erickson.
It marked a shift from the typical passive portrayal of women in advertising to one of independence and self-worth, resonating deeply with the feminist movement of the time.
The company still uses it 50 years later.
In 1997, MasterCard unveiled the "Priceless" campaign, created by McCann Erickson.
It started as a series of commercials that aligned material purchases with emotional, priceless moments, effectively humanizing the brand and moving beyond the transactional nature of credit cards.
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This slogan was a happy accident.
In the 1950s, a franchisee used it in an off-the-cuff remark during a radio commercial.
It perfectly captured the tactile, enjoyable experience of eating KFC's chicken, and the company quickly adopted it as its official advertising slogan.
It did, however, briefly lose the slogan during the Covid-19 pandemic.
Find out why here.
First introduced in 1973, this slogan was created by ad agency Ammirati & Puris. It reflects BMW's commitment to performance and engineering excellence.
The slogan has helped BMW maintain its image as a producer of high-quality, driver-focused vehicles.
Coined in 1947 by Frances Gerety of N.W. Ayer & Son, this slogan was part of a campaign to revitalize diamond sales after World War II.
It romantically linked diamonds with eternal love and commitment.
This gave a massive boost to diamond sales and and even changed societal perceptions about diamond engagement rings.
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This catchy slogan was introduced in 1954 to highlight the unique selling point of M&Ms: the candy coating that prevents them from melting easily.
It addressed a practical concern while also appealing to the sensory experience of enjoying M&Ms.
These slogans are more than mere words; they are the result of creative thinking, understanding consumer psychology, and capturing the essence of a brand in a few memorable words.
They show how a good slogan can not only reflect a brand’s identity but also shape it, creating a lasting impact in the world of advertising and beyond.
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