CR Blog

What's the best ever slogan?


Posted by Creative Review, 27 September 2011, 11:34    Permalink    Comments (199)

Back in April we dedicated an issue to the best logos ever. Now we are turning our attention to their written equivalent and, again, we need your help. So what do you think are the best slogans ever?

They are the epitome of the copywriters' art: the hopes, aims and very essence of a campaign or an organisation distilled into a pithy, catchy phrase of exaclty the right number of words. A great slogan, whether it is advertising a product, appealing for volunteers to fight for king and country or appealing for votes can be an enormously powerful thing.

Slogans become part of our everyday lives, like the catchiest tune, they worm their way into our brains.

For our January issue we are going to compile a list of what we feel have been the greatest slogans ever and we'd like your nominations. We're looking for slogans, remember: phrases that have been used to define organisations or that have been used in multiple ways for long periods, not just headlines on one-off ads or lines from speeches (though they might start off that way).

So what have been the best? The most memorable? The most effective in the way that they have mobilised people or changed perceptions? Please give us your nominations in the space below. Here's a few suggestions to get you started

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live free or die. - No Fear
DC blates
2011-09-27 12:19:54

A Mars a day helps you work, rest and play.
Andy Martin
2011-09-27 12:21:44

Hmmm - tricky one, here are a few oodies that instantly spring to mind:

"A Diamond is Forever" – The De Beers Diamond Company
"Beanz meanz Heinz" – Heinz Baked Beans
"It's in the game" – EA Sports
"Let Your Fingers Do The Walking" – Yellow Pages
"Have a break. Have a Kit-Kat" – Kit Kat
"The sun always shines when it pours" – Malibu

Finally a particular favorite:
"Hello boys!" - Wonderbra
Matt Faulkner
2011-09-27 12:26:42

For me it has to be Stella's 'Reassuringly Expensive'
2011-09-27 12:29:18

Not really a slogan per se, but personally I think the best marketing phrase in recent years was "Five-a-day"... I wonder how many pieces of fruit and veg that has sold!
2011-09-27 12:29:36

It's all lies, they're not even square – Rice Krispies Squares.
Dominic Le-Hair
2011-09-27 12:31:06

Diners Club International "Those whose journey never ends, belong." Love it!
2011-09-27 12:36:19

Just do it. -- Nike, as seen above.
A Diamond is Forever. -- DeBeers.
Neil D
2011-09-27 12:38:46

When it comes to *advertising* slogans, there's no contest. Ronseal's "It does exactly what it says on the tin" wins hands down. It's passed into our language in a way no other slogan has. It's still used by people up and down the country every day. It's on TV shows and radio, and even on the news. It's become internet parlance too, in fact, if you want to say something does exactly what is described, many people will now shorten the phrase to simply "Ronseal". Which is even more amazing, when you think about it. Not bad for a slogan from the early 90s. More here:
2011-09-27 12:39:20

a cheese shop in amsterdam called unsurprisingly 'cheeseland'
has the following charmingly boastful, yet frank, slogan

'lots of cheese'
martin - me studio
2011-09-27 12:41:38

Not sure what the best one is, but this is the worst I've ever seen:

Richard Holt
2011-09-27 12:46:00

"There is no finish line" - Nike
2011-09-27 12:48:05

Vorsprung durch Technik.

Most people don't even know what it actually means* but strongly associate it with the Audi brand. Fantastically clever.

If not this, then it'd have to be Dig for Victory. A long time ago now, but at the time it changed the mindset of an entire country towards the idea of growing your own food. Pretty impressive.

*For the curious and non-bilingual: Advancement through technology -
Michael Preston
2011-09-27 12:52:02

Some of my favourites...

I can't believe I ate the whole thing! ...Alka Seltzer
Snap, Crackle & Pop...Kelloggs Rice Crispies
Everyone's a Fruit and Nut case ...Cadburys Fruit & Nut
It is. Are you? ...The Independent
Its good to talk ...BT

and quite possibly the most outstanding:

Lipsmackin' thirstquenchin' acetastin' motivatin' goodbuzzin' cooltalkin' highwalkin' fastlivin' evergivin' coolfizzin' Pepsi.
Luke Tonge
2011-09-27 12:54:26

It is. Are you? The Independent

dahlan tucker
2011-09-27 12:54:49

It does what it says in the tin.
2011-09-27 12:55:58

"The appliance of science."
(Cos me mate dunnit.)
Gordon Thompson
2011-09-27 12:57:43

I don't know a Creative that hasn't described a particularly straightforward route as adopting the "Ronseal approach".

or used the phrase: "It does exactly what it says on the tin" during a presentation.
Steve Cluett
2011-09-27 12:58:28

Come-on, it's "simples" ;-)
Simon Watson
2011-09-27 12:58:31

You're right Alice '5 a day' is a winner. I jut bought 6 pieces of fruit from the 'Five a day' shop in Hove!

Bip Mistry
2011-09-27 13:03:40

"I'm in"

for Oxfam
2011-09-27 13:05:39

FedEx it.
Rosie Milton
2011-09-27 13:06:50

Surely one of the best slogans ever:

Making the unmissable, unmissable
BBC iPlayer
Fiona Edwards
2011-09-27 13:09:15

ESSO: 'Put a tiger in your tank!'
Frosties: 'There're Great!!'
Milky Bar: 'The Milky bars are on me!'

..not necessarily the best, ..but ones that spring to mind while sipping tea and casting one's mind back to the days of playing marbles in a red brick junior school in Gillingham (Kent), back in the late 1960's.

Cheers, Paul.
Paul Gillard
2011-09-27 13:09:32

How about Land Rover's... The best four by four by far.


Salman Rushdie's Naughty but Nice for cream cakes

Both brilliant!
2011-09-27 13:10:08

A few that spring to mind immediately:
"It does exactly what it says on the tin" (Ronseal) Because that's what we all really want anyway.
"There are some things money can't buy. For everything else, there's MasterCard." - Brilliant.
"Easily turn on and off-able" (British Gas). Now used all over the place.
"Soft, strong and very, very long" (Andrex).
"Happiness is a cigar called Hamlet" You can even hear the music too, right?
"Refreshes the parts other beers cannot reach" (Heineken).
"Probably the best lager in the world" (Carlsberg).
David Sewell
2011-09-27 13:11:37

Get busy with the fizzy!
Alison Bates- Pingsweetie
2011-09-27 13:12:24

How about the Lumbini Airways strapline:

"Your friend in sky"

Not very reassuring considering that they fly in & out of Lukla airfield in Nepal - one of the world's most dangerous. Explore Lukla & dangerous on Youtube & you'll see what I mean.

As a translation company we help our clients to recognise the importance of language - which every marketer knows.
Ian Gordon
2011-09-27 13:13:31

The one that immediately springs to mind for me is "Pepperami : It's a bit of an animal". Brazen, literal, funny. Plays to the market perfectly.
2011-09-27 13:14:20

"A Diamond is Forever" – The De Beers Diamond Company
2011-09-27 13:15:27

I have always liked the advice given to a budding aeronautical engineer:

"Simplicate & add lightness"
Ian Gordon
2011-09-27 13:15:33

"I Saw this and Thought of You" Royal Mail, last on air in 2001 but still frequently used...but then I am biased!
Rosena Robson
2011-09-27 13:16:43

It's a bit of an animal - Peperami - For it's layered meaning that took me years to notice.


It's too orangey for crows - Umbongo - For it's nostalgic resonance with big kids of a certain age.
Jono Lewarne
2011-09-27 13:18:47

Shop £€$$ Live More from Buy Nothing Day.
2011-09-27 13:18:49

For me, the best strapline ever is also arguably the most evil: Tesco’s ‘Every little helps’.

It’s clever because it’s rooted in folk wisdom – a saying that has been passed down through generations. Exactly the kind of thing your grandma used to say. So it carries the everyday authority of a proverb.

It’s tonally appropriate – conversational and impossible to misunderstand (unlike John Lewis’s mind-bending ‘Never knowingly undersold’).

It’s strategically spot-on, because it taps into the customer’s mindset, and also works as a brilliant internal motivator. It’s about the tiny things that add up to a big difference – the penny cheaper on the baked beans, or the penny off the price you get from a supplier. Multiply tiny differences by something as big as Tesco and you have world domination.

And that’s the evil bit. The line is a classic example of verbal misdirection. ‘Little’ ought to be the last word you associate with Tesco. You should think of them as a multinational giant crushing everything in its path. But instead they plant that word in your head, with all the folksy charm it implies.

I don’t like it, but I admire it very much.
Nick Asbury
2011-09-27 13:23:49

I always liked the surrealist sounding 'go to work on an egg'
as mentioned, that Ronseal one is fantastic.

your flexible friend is also pretty good in my opinion
2011-09-27 13:25:28

Last year I opened the only barbers on Penny Lane in Liverpool, 43 years after The Beatles made the road globally famous.
Our slogan is 'Above us only hair'
Barry Hayden
2011-09-27 13:33:08

It needn't be hell with Nicotinell
No FT, no comment
Belly's gonna get ya

More recently,

Chedds be cheddar, cheddar be Chedds
2011-09-27 13:35:40

From History;

"Your Country Needs You" First World War

From my childhood;

"Bread with nowt taken out" - Allinsons
"For mash get Smash" - Smash
"It's good to talk" - British Telecom

From my late teens;

"Hello Boys!" - Wonderbra
"WASSSSSUP!" - Budweiser
"What's the worst that could happen?" - Dr Pepper

Overall favourites;

"Just Do It" - Nike
"Impossible is nothing" - Adidas
"Vorsprung Durch Technik" - Audi


"Got Milk?"
Nick Tudor
2011-09-27 13:35:45

It needn't be hell with Nicotinell
No FT, no comment
Belly's gonna get ya

More recently,

Chedds be cheddar, cheddar be Chedds
2011-09-27 13:35:55

Stiff Records: If it ain't Stiff....

or British Caledonian; We Never Forget You HAve A Choice
Kenny McDonald
2011-09-27 13:37:05

Work hard and be nice to people
2011-09-27 13:40:06

Now we're cooking...

Now we're cooking with gas
Liz Edwards
2011-09-27 13:42:54

this tops them all on so many levels - the ultimate consumerist, capitalist anthem: "Enjoy More". Used by Macdonalds in UK 1997–2001.
shane walter
2011-09-27 13:44:17

'Peperami – it's a bit of an animal'

Probably not the greatest, but an amusing and clever play on words with the literal product description and the brand personality embodied by the brash Adrian Edmonson voiced character.

Reminds me of Dudley Moore's Mental Hospital based advertising agency in 'Crazy people'
Jevon Hall
2011-09-27 13:45:57

The MARS slogan was a classic, laughed as soon as i read it there Andy :)
2011-09-27 13:49:03

'We scare because we care.'

Balances good and bad in a simple line…
Paul McManus
2011-09-27 13:58:27

Lipsmackin' thirstquenchin' acetastin' motivatin' goodbuzzin' cooltalkin' highwalkin' fastlivin' evergivin' coolfizzin' Pepsi

By a country mile people
2011-09-27 14:01:20


It seems to go further than the product.
Ashley May
2011-09-27 14:01:45

Vorsprung durch Technik

Brilliant as wasn't even written by the agency (it was found on old promo material in the factory) and the fact it's German (which everyone perceives as serious/quality) so most wouldn't even know (or need to know) what it means makes it more genius.
James L
2011-09-27 14:04:49

A Mars a day helps you work, rest and play....
Carlie Taylor
2011-09-27 14:09:20

You Shop, We Drop (Tesco)
Andrea Todd
2011-09-27 14:17:00

Herman ze German bratwurst shop

'Our würst is ze best'

Also includes reassuringly phallic sausage with handlebar moustache logo.
2011-09-27 14:21:58

A recent ad for a gadget laden 4x4 car caught my ear - along the lines of -

'A search engine for the whole wide world'...

I thought that was ace.
2011-09-27 14:22:31

There are loads of slogans that I like; a great deal of them from lager ads in the 80's and 90's like "I bet he drinks....." but these are generally the final part of effective ad campaigns rather than stand alone slogans.

So.....with that in mind, I agree with "Copy Beard" re Ronseal's "It does exactly what it says on the tin."
I cannot think of another slogan that has become such a part of everyday life.
Paul Tagent
2011-09-27 14:27:38

'Peperami – it's a bit of an animal'

Probably not the greatest, but an amusing and clever play on words with the literal product description and the brand personality embodied by the brash Adrian Edmonson voiced character.

Reminds me of Dudley Moore's Mental Hospital based advertising agency in 'Crazy people'
Jevon Hall
2011-09-27 14:28:07

Always thought that Commercial Union had a great promise with 'We won't make a drama out of a crisis'.
Iain Hawk
2011-09-27 14:30:50

The earliest slogan and most memorable for me: Coke - it's the real thing.
Peter Fossick
2011-09-27 14:33:23

Any slogan that activates an immediate recall of the brand it represents:

...helps you work, rest and play.

Have a break...

...puts the freshness back!

Apologies for the last one, but it worked, right?
Steve D
2011-09-27 14:33:45

"Lick the lid of life".

Muller Yoghurts cerca 2008
2011-09-27 14:34:27

Interesting thing about "Vorsprung durch Technik" is that it was chosen as a strapline because the company name (Audi) didn't sound german enough (in comparison to it's predecessor Horch) and no one trusted the reliability of cars that weren't made in Germany. Chosen to make sure people were certain it was a german manufacturer. Simple but genius.

One of my favourite straplines doesn't have any words (not sure if you would consider it a jingle or not)

It's the strapline for Intel (Dum...dumdumdumdum) pretty sure if you let a copywriter loose on the annunciation they'd be able to make a printable version. Such a heavy brand association though, does it still count?
2011-09-27 14:39:02

'nothing else is quite the same.'
2011-09-27 14:44:07

'Follow the bear' Hofmeister Beer. But would you really want to follow a bear with a pork pie hat on?
Mike Cannings
2011-09-27 14:44:14

And of course:

Made in Scotland from girders

Aspiration for a whole nation.
Simon Platt
2011-09-27 14:48:10

I still don't know what "Never Knowingly Undersold" means.

I think Ronseal's "Does what it says on the tin" probably wins it, for reasons stated above.

Sekonda's "Beware of expensive imitations" was quite good too.

Was it Avis who proclaimed "We're number two, we try harder"?

As much as I despise Bargain Booze and its image/name I do kind of admire "Making Life Richer For The Pourer" for its cleverness.
2011-09-27 14:48:15

"You shop, we drop"

2011-09-27 15:14:00

Are songs allowed?

If they are I want "Um-bongo, um-bongo, they drink it in the Congo!"
2011-09-27 15:25:54

"Naughty. But nice." by Salman Rushdie for british cream is beautifully simple. And "Vorsprung durch Technik" has got to be the most ballsy of all slogans - using German for a global campaign duing the 1970s.
2011-09-27 16:03:32

'We believe in life before death'

– Christian Aid
2011-09-27 16:08:28

iPad - 'You already know how to use it!'

Tesco - 'You shop, we drop'.
Lynsey Edwards
2011-09-27 16:08:31

Where's the beef?
2011-09-27 16:09:44

"Great minds like a think" The Economist
2011-09-27 16:10:11

"When the world zigs, zag" BBH
2011-09-27 16:18:16

Nike: "Just do it"
GE: "Imagination at work"
Subaru: "Love. It's what makes a Subaru, a Subaru"
Ford: "Built tough"
Chevy: "Any american revolution"
2011-09-27 16:20:44

Krusty Brand Seal of Approval, It's not just good, it's good enough!
2011-09-27 16:21:53

A Mars a day helps you work, rest and play....
Carlie Taylor
2011-09-27 16:29:32

A while ago Hewlett Packard did "Long slow drive to work, fast hard drive when you get there."

I thought that was quite clever at the time.

Also what about

"Central heating for kids." - Ready Brek

"Its got our name on it" - Wickes

"The car in front is a Toyota"
Tim M
2011-09-27 16:39:16

From a Met Police recruitment campaign 'Boring it isn't'

Agree with most of those mentioned above (except WAAASSUUP which always prompted me to change the channel!)

Bernard Crouch
2011-09-27 16:55:45

Peperami: "It's a bit of an animal".

Game over.
2011-09-27 17:02:33

Exceed your vision.
Silje Fatnes
2011-09-27 17:09:49

United States Marine Corps:

"The few. The Proud. The Marines."
Prescott Perez-Fox
2011-09-27 17:41:17

It's frothy man - Cresta
2011-09-27 17:45:06

I'd rather have a bowl of coco pops (nostalgic reasons)
John Scott
2011-09-27 18:01:51

Definitely Ronseal, but if songs are allowed, I like 'only the flakiest, crumbliest chocolate' and 'fruit and nut cake'.
Peter Quintana
2011-09-27 18:09:40

YOUR SPACE. YOUR PERSONALITY. - For artist painting murals ( ME :)

Other- WE ARE HERE TO HELP that's most used slogan I've heard.
2011-09-27 19:01:18

The economy sucks. Your brand shouldn't.
Chuck Spidell
2011-09-27 19:52:52

Never knowingly undersold

Finger lickin' good
2011-09-27 20:13:23

Was it the Peugeot 306 GTI-6 poster, showing a Ferrari, Aston Vantage, Porsche 993 , that had the strapline " The Slowest car in its class"
2011-09-27 20:36:53

Whaaaat? No votes yet for "Australians wouldn't give a Castlemaine XXXX for anything else"?
Chris Miller
2011-09-27 20:48:04

Pizza, Pizza!
2011-09-27 21:06:28

I always liked Vauxhall's "Raise the standard" - Clever in lots of ways
2011-09-27 21:10:24

You can do it - We can help
Home Depot
2011-09-27 21:18:33

My company Beyond Graphix "Even the truth needs to be marketed"
that says it all. period
Brian McAndrew
2011-09-27 23:15:40

Always though O2's, 'we're better connected' was clever.
Paul Macgregor
2011-09-28 00:01:57

Neil D
2011-09-28 00:43:12

'every little helps' makes my skin crawl. i'm convinced its not even a complete phrase.
James Nelson
2011-09-28 01:01:17

Art enriches, shares evaporate.
Arjon Groeneweg
2011-09-28 06:03:35

"Take a deep breath" - Skype
2011-09-28 06:45:23

"Plop plop, fizz fizz, oh what a relief it is"....alka selzer

"Don't leave home without it".....american express

"Nothing comes between me and my Calvins"...CK

'Tricks is for kids".....Tricks breakfast cereal

"Sorry Charlie"....Starkist Tuna
k.a. ball
2011-09-28 08:11:10

'Ahh Bisto'
2011-09-28 08:58:10

"I want my MTV"
2011-09-28 09:11:38

Surely the ultimate test of a slogan though is whether it instantly conjures up the name of the product. If it don't, it ain't good.
Simon Platt
2011-09-28 09:38:11

'The Milky Bars Are On Me,' stands out for me due to growing up in the 60's and 70's wearing glasses.
Alan Organ
2011-09-28 09:56:38

Marmite - Love it or hate it.
I love it on toast, but hate it in the eye.
2011-09-28 10:10:46

Finally got to the bottom of things, my favorite is and in reality is probably one of the truest now days is "WHERE'S THE BEEF" course the person help make it too
Jimmy Hardy
2011-09-28 10:55:25

Clunk Click Every Trip - UK public information campaign promoting seatbelt use
Technology as simple as the box it comes in - Philips
Peter A Bell
2011-09-28 11:50:16

Pot noodle

'The slag of all snacks'
2011-09-28 12:32:47

Best Logo: American Lung Association: "When you can't breathe, nothing else matters."
felicia reynolds
2011-09-28 12:46:58

My favourite
2011-09-28 12:56:42

"More than an store" Apple.
London Interior Designers
2011-09-28 12:59:43

Kvadratish praktish gut

Ritter sport
Esben Jorgensen
2011-09-28 13:13:30

'King of the concrete jungle' - LION Brand Cement


'Adventure before dementia' on the back of a Swift motor home
Tom Crew
2011-09-28 13:30:42

Not sure if this was already posted but, if not: "If it ain't Stiff, it ain't worth a fuck" (Stiff Records label)
Michael Paitich
2011-09-28 14:12:55

'Good things come to those who wait' has been beautifully articulated through the years that it's cemented in my mind. Hopefully for ever.
2011-09-28 14:28:20

There may be none better than the 50's tribute to a "Mad Men" three cocktail lunch: "Smirnoff. It leaves you breathless."
Stanley Dugas
2011-09-28 14:38:29

Well I noticed the Kellog's Squares ad yesterday and it made me giggle: 'it's all lies, they're not even square'.

All time favourite of all time? Probably Ronseal. It's just so anti-clever that it's brilliant.
Mike McCaffrey
2011-09-28 14:52:56

"N-E-S-T-L-E-S, Nestlé's makes the very best..." Nestle Chocolate

"You can't drink is slow if it's Quik" Nestle Quik Chocolate Milk

"Finger Lickin' Good" Kentucky Fried Chicken

"We make money the old-fashioned way. We earn it." Smith Barney

Amanda Bach
Amanda Bach
2011-09-28 14:56:31

It's got to be Ronseal - 'Does exactly what it says on the tin'.
dan blanshard
2011-09-28 15:38:24

"That's ASDA price!"

People used to go through the checkouts and say it to the checkout operator when they paid. The operators hated it and heard it several times each day. Shows really consumer awareness. Simple and very effective.
Chris Hopkins
2011-09-28 15:46:34

Driving through Mt. Pleasant, SC in the late 80's I spotted a little handmade sign in front of a potter's roadside read "Need a Little Pot" I thought it was brillant so I stopped and bought a little pot from the craftsman.
2011-09-28 15:49:54

How about: "slogans are fucking useless"
2011-09-28 17:20:39

One Classic I'm not seeing here is GOT MILK? It's been used and abused in some horrible ways by some extremely uncreative people these days, but it's genius. And the commercials were fantastic:

Another recent tagline I think is smart is DON'T JUST WATCH TV, DIRECT TV, obviously by Direct TV and really hones in on their product being more of an active experience than just watching television. Not sure that's really true, but it's advertising, not fact telling.
2011-09-28 17:36:45

Stales, "That Was Easy".
2011-09-28 18:31:17

GOD IS LOVE seen on T-shirts and car bumper stickers because it is a reminder of the truth of the statement.
Darlene H. Morris
2011-09-28 18:39:58

Wendy's fast food chain, where's the beef?
2011-09-28 19:05:29

Where's the beef!!!
best ever
2011-09-28 19:13:29

Scotia Banks' "Your richer than you think"

Good solid, hopeful Canadian words to live by, reminding you everyday to pay yourself first & save, save, save for the good life!
s dale
2011-09-28 21:03:09

The car in front is a Toyota
2011-09-28 22:47:37

Diamonds are Forever---didn't even know it was a "slogan" so it's in the language
Just do it (nike)
It's the Real Thing (Coke)
When you care to send the very best (Hallmark)
Reach out and touch someone (ATT)
Let your fingers do the walking (Yellow pages)
There are some things money can't buy. For everything else, there's MasterCard. And the Priceless series.
May the force be with you (Star Wars)
Do or do not. There is no Try. (Star Wars -Yoda)
2011-09-29 00:18:28

My bologna has a first name, it's O-S-C-A-R - Oscar Meyer
It takes a lickin and keeps on tickin - Timex
The quicker picker upper - Bounty
M'm! M'm! Good - Campbells
2011-09-29 00:33:05

"like no other" for sony
Negar Kayhanfar
2011-09-29 06:27:48

Gillette .. The best a man can get!
2011-09-29 06:59:24

Lots of my favourites are already here: Ronseal (for the cultural penetration reasons given above), Mars, and Land Rover — The Best Four By Four By Far has a crystalline perfection to it that makes me wince with pleasure.

I’m with Nick Asbury on Tesco, too, on everything he says about ‘Every little helps’. Marmite’s ‘You either love it or you hate it’ has to be celebrated for its courage and for chiming so precisely with the popular perception of Marmite.

One that I haven’t spotted (but may have missed) is the road safety line, ‘It’s 30 for a reason.’

I’ve always loved it because it directly addresses a vague sense you have that the speed limit’s a bit arbitrary, and a few MPH here or there won’t matter.

I consciously remember that line every time the needle creeps over the 30, and it reminds me of that great ad with the dead girl reviving after being run over. The strap line slows me down. It works. So it’s almost certainly saved lives. Pretty good for a copy line.
Mike Reed
2011-09-29 10:16:12

What does "never knowingly undersold" actually mean?

"It's a bit of an animal" is a good'n.

And I don't know if it's technically a strapline, but I've always liked "Why don't you turn off your TV and do something less boring instead". Heck of a daring way to start a TV show aimed at impressionable minds.
2011-09-29 10:23:04


And on and on and on and Ariston and on and on and on and Ariston and on and on and on and Ariston and on and on and on and Ariston and on and on and on and Ariston and on and on and on and Ariston and on and on and on and Ariston and on and on and on and Ariston and on and on and on and Ariston and on and on and on and Ariston and on and on and on and Ariston and on and on and on and Ariston.
2011-09-29 10:33:09

"Reassuringly expensive" - Stella Artois
"Every Little Helps" - Tesco
"Making the unmissable, unmissable" - BBC iPlayer
2011-09-29 10:33:46

PS: I’ve also remembered a couple of lines that stick with me from childhood. You don’t tend to get as many of these jingly rhyming strap lines these days, but they have an astonishing ability to lodge in the brain. Perhaps also because both had little tunes to them:

Sketchley: we know the meaning of cleaning.

For mash get Smash.
Mike Reed
2011-09-29 10:42:17

"If anyone can, cannon can"

Also, the whole "Carlsberg don't do . . . ." range of slogans - incredibly clever and now in the vernacular

The simple ones are always the best
Darragh Neely
2011-09-29 10:44:24

This isn't just food. This is M&S food.
2011-09-29 10:45:10

L'Oreal- 'Because your worth it'... In such a crowded and competitive market place with very minimal differentiation between products the strapline for years has set the brand apart, immediatley stating the high standards, inflated price range on their products and more importantly justifying it.

The products themselves are actually not to different from the cheaper priced competitors when you look closely, in some examples its the same product repackaged as L'Oreal owns numerous brands.... yet people buy the more expensive range, and why? Because the strapline has created a Status, an Image and ofcourse because 'They are Worth it'.
2011-09-29 10:46:11

@Lee "This isn't food, this is Spar food."
2011-09-29 11:01:09

"Birdseye Potato Waffles, they're waffly versatile."
2011-09-29 11:34:04

"Littlewoods will never undersell knowingly to the party of the first part knowingly known in this sale as the first part of the party of the first part, underselling within the knowledge of said sale."
2011-09-29 11:40:35

It is interesting how many slogans work even though they are complete rubbish:

"Peanuts! - they're jungle fresh" - peanuts are not grown in jungles.
"Made in Scotland from girders" - yeah, pull the other one!
"Double Diamond works wonders" - how?
"Heineken refreshes the parts that other beers cannot reach" - oh yeah?
"Lucozade aids recovery" - the advent of AIDS ruined this slogan.
"The world's favourite airline" - Hmm!
Anatole Beams
2011-09-29 12:00:35

I quite like "quality food, honestly priced" - Waitrose

Beautifully relevent for their market. Very simple

Can't really look beyond Ronseal and Dig for Victory for reasons already stated above
chris bedson
2011-09-29 12:21:01

Danny Higgins poster headline for the 2CV
At 70mph it's as fast as a porsche
Or not a famous campaign, more b2b but when Stena and Sealing combined forces
Together we're going places
Or a strategic campaign for Powakaddy, who introduced the idea of walking behind a golf cart and when they faced a barrage of copyists:
Easy to follow: Hard to beat
Roger Watersmith
2011-09-29 12:32:11

Couldn't agree more with Nick Asbury's excellent appraisal of Tesco's 'Every Little Helps' above. Surely this must be in the top ten.

Wonder how the logos and straplines will compare and whether there'll be a strong correlation..
Jenny N
2011-09-29 12:49:35

On the lorries that emptied the toilets at Reading festival:

"We're No.1 in the No.2s business"
Ivan Pope
2011-09-29 13:25:09

Never Knowingly Undersold makes perfect sense to me. Odd that some English-speaking people have trouble with it.
'Every little helps' would get a vote if only it didn't appear on the till receipt, just below where it states that I've just added £140 or whatever to Tesco's profits.
I like:
The best 4 x 4 x far
The appliance of science
The future's bright - the future's Orange
Good food costs less at Sainbury's
Graded grains make finer flour
Designed well, built well, Honeywell
It's a bit of an animal

Top vote goes to:
It does what it says on the tin.
2011-09-29 14:20:11

I bet he drinks Carling Blacklabel
2011-09-29 14:33:45

"An apple a day keeps the doctor away." (Apparently created in the 1920s by London agency Mather & Crowther)

Good to see a Gold Greenlees Trott creation here ("Ariston. And on. And on.") Other GGT slogans that spring to mind:

"Why move to the middle of nowhere when you can move to the middle of London?" (London Docklands)
"Hello Tosh, gotta Toshiba?"
"You'll be amazed by a Mazda"

Incidentally, in the early 80s GGT came up with "That calls for a Holsten".

Doesn't that sound like Carlsberg's "new" line?
2011-09-29 16:25:52

Go to work on an egg.

Nowt taken out... Hovis?

Just had to add that 'It's too orangey for crows' was actually Kia Ora - not Umbongo.

Also I remember singing 'At the Abbey Na-tion-al' over and over and over and over in a campervan whilst my mum was having her wisdom teeth out (not in a campervan) which wound my brother up no end until we both fell out big style and made my mum cry when she got back in the Bedord...
2011-09-30 09:32:11

I'm with Bravenewmalden on "Never Knowingly Undersold". What's difficult to understand? Sure, we'd probably never write such a tongue-twister these days. But that's part of its attraction: old fashioned charm. And since John Lewis keep using it, I feel they stick to their principles; they're honest and trustworthy. The line goes perfectly with the company's recent generation-spanning commercials, don't you think?
2011-09-30 10:30:29

'I'm a PC' – Microsoft managed to slip this one past us while we were all concentrating on the '...and Windows 7 was my idea'. You're not a PC, you're a human being who sometimes uses a PC! What were they thinking?!
Luke Tonge
2011-09-30 10:49:02

I liked Fiat's line:

'Never Knowingly Undersealed'

Although I might have made that up.
2011-09-30 11:13:41

"You do the Shake ‘n’ Vac and put the freshness back".

Maybe more of an audio branding contest than slogan but it still comes back to haunt me ever now and again...


"It does exactly what it says on the tin" Ronseal
"There are some things money can't buy. For everything else, there's MasterCard." Mastercard
2011-09-30 11:14:48

"It costs a lot to look this cheap" Dolly Parton
2011-09-30 15:17:31

I liked Fiat's line:

'Never Knowingly Undersealed'

Although I might have made that up.
2011-09-30 15:31:06

I'm lovin it! .... not really :)

For me it has to be: 'A Mars a day helps you work, rest and play!'
as already mentioned by @andy martin et al...
that one has stuck with me through my childhood and I am now suitably brainwashed!
2011-09-30 16:22:33

Best ever #slogan:
"Great minds like a think"~ The Economist
"Impossible is nothing"~ Adidas
2011-10-02 09:16:31

Dr Pepper - What's the worst that could happen?
2011-10-03 12:36:18

Carlsberg's 'probably'
2011-10-03 13:19:21

Best 4 x 4 x Far (Land Rover)
2011-10-03 14:14:30

Life's too short, and so am I.
2011-10-03 14:51:17

'It does exactly what it says on the tin'
Daniel Roberts
2011-10-04 09:36:42

I like "Good things come to those who wait." Guiness
Martha Tolosa
2011-10-04 10:14:56

Two favourites from my childhood...

"Try it, you might like it" - Doctor Pepper

"If you like a lot of chocolate in your biscuit join our CLUB" - Club chocolate bars (kind of obvious)
2011-10-04 13:18:18

"If you like a lot of chocolate on your biscuit join our club" - I still love the orange Club biscuits!
2011-10-04 13:43:41

The Mars strapline was literally translated and sung in very fast French as:

"Tra-vail - répos- et loisirs - un - Mars - aide- AAAAAA - vous- soutenir!"

Still cracks me up - though they've stopped advertising here.

2011-10-04 13:57:31

It seemed a good idea at the time:
"Nothing sucks like an Electrolux"
2011-10-04 14:06:16

Also liked the Guinness'"Pure Genius" for the subtlety hidden assonantal rhyme.
2011-10-04 14:06:33

"Nice cold, ice cold Milk"

and of course the modern classic...

"Should've gone to Specsavers"
Pete Starkey
2011-10-04 14:30:08

A good mantra to live by...

"Who Dares Wins" - SAS (or Del boy, whichever you prefer)
David Sweeney
2011-10-04 15:02:13

Zoom Zoom
2011-10-04 15:35:27

It could be you.
National lottery

.... because it probably won't be... but it could be.
Javier Garcia
2011-10-04 17:07:47

'Washing machines live longer with Calgon' ... because everytime the word 'washing machine' comes up I have to sing this line... its it just me?
Javier Garcia
2011-10-04 17:10:04

"If you like cheese, you'll love these" - Cheddars - early 80s.
2011-10-04 17:20:31

"I'm stuck on Band-aid brand 'cause Band-aid's stuck on me." always gets stuck in my head.
"It's not fancy. But it's good." for Horn & Hardart.
2011-10-05 05:57:49

Some others that have stood the test of time (even if they're not all in use any more)...

Think Different - Apple

The ultimate driving machine - BMW

It's a Skoda. Honest

The world's favourite airline - BA

Food you can trust - Soil Association (organic certification)
Paul Machin
2011-10-05 11:59:35

Oh, and...

Why slowmow when you can Flymo?
Paul Machin
2011-10-05 12:03:20

And an obscure one from an American outdoor clothing brand - debuted 1897 and still going strong...

Might as well have the best - Filson
Paul Machin
2011-10-05 12:56:13

Love it or Hate it. - Marmite
I'll be your dog - Kia Ora
Accrington Stanley, who are they? - 90's milk TV ad
It's good to talk - BT
Only Smarties have the answer
Daddy? or Chiips? - McCain Oven ChipsTV ad
Probably the best.... - Calsberg (you could stick anything in tehre and it'd be a Calsberg Ad!)

(top article btw)
2011-10-06 09:44:00

It's been mentioned a number of times, but today got me thinking about "Think Different" again, and why it's one of the greats.

Apart from the literal sense of it - setting Apple against its competitors - I can think of a few reasons it stands apart:

- It defies the pedantry of insisting it should be "Think Differently".
- In doing so, it works on two levels instead of one - it means both "Think Differently" (in common parlance) and "Think [of something] Different".
- The very fact of that - opposing orthodoxy as it opposes orthodoxy - makes it inherently "Apple". It's self-reflexive somehow. It's not just about the brand, it's "of" the brand.
- Finally, of course, it's philosophical - it's a call to arms. Again, very Apple.

Saying all that makes me conscious that picking it apart spoils it, so I'll stop now. Here's to Steve.
2011-10-06 12:45:02

A few faves from me, which I don't think have been mentioned previously:

"Don't forget the pancakes on Jif Lemon Day."
"Don't say Vinegar. Say Sarsons".
"A finger of fudge is just enough to give the kids a treat."

And also, rhythymically nice:
"You can't get better than a Kwik-Fit fitter… They're the one's to trust". Or something like that!

Does the promise of the strapline have to deliver for this exercise I wonder?!

And maybe even less sophisticated, but memorable:
"Hey, Tosh. Got a Toshiba?"

Daniel's 'Ariston' is also a favourite of mine.

Purely from memory so I hope they're pretty much perfectly recalled. Most must be 25 years plus-ish. For a strapline to remain in one's brain for so long, surely it's got to be good!
2011-10-06 22:31:03

Panasonic upright Hoover : don't let dirt get the edge
Diane Revelle
2011-10-11 20:07:24

Trust Sleepy's... for the rest of your life.

This one always stands out in my mind as the best slogan with it's double meaning. Sleepy's is a New England-based mattress company.
2011-10-17 16:39:50

Here are my contributions (not in any kind of order of preference):
Wendy's Hamburgers: "Where's the Beef?
BMW: The Ultimate Driving Machine.
VW: Drivers wanted.
Apple: Think Different.
Wheaties: Breakfast of Champions
Maxwell House: Good to the last drop.
American Express: Don't leave home without it.
Energizer Batteries: It keeps going, and going...
Grey Poupon: Pardon me, do you have any Grey Poupon?
Las Vegas: What happens here, stays here.
Rolaids: How do you spell relief? R-O-L-A-I-D-S
(though my husband would say it's spelled F-A-R-T or B-E-L-C-H :)
2011-10-19 18:39:45

Good things come to those who wait. (Guiness)

The future's bright. (Orange)

The World's local bank. (HSBC)

That's Asda Price...ching, ching! (ASDA)

Australians wouldn't give a XXXX for anything else. (Castlemaine)

The World's favourite airline. (BA)

We're the Fourth Emergency Service. (AA)
David Lee
2011-10-20 16:55:41

Watch out, watch out, watch out, watch ooouuut... there's a Humphry about!
Grilla Login
2011-10-20 18:52:22

Well ... Ronseal for me is stand out
Paul Hemingway
2011-10-20 23:43:38

And a personal face from Qualcast ;

A lot less bovver than a hover
Paul Hemingway
2011-10-20 23:45:44

Walls !

Pron. "Whoaws !"
AKA "sausages"
Narjas Mehdi
2011-11-08 09:45:04

It has to be Wonderbra's 'Hello boys'
Andi Rusyn
2011-11-28 15:09:47

I like the Lottery's 'It could be you'

It's simple, honest and seductive.
2011-11-30 21:12:18

"Should've gone to Specsavers" is a strategy, slogan and campaign all wrapped up and ready to go.
Copywriter Ireland
2012-10-29 09:20:14

'The Ultimate Driving Machine' - BMW
'I bet he drinks Carling Black Label'
'The future's bright, the future's Orange'
Robin Wight
2012-10-30 10:51:31

“I liked it so much I bought the company.” Remington
2013-01-03 16:48:05

Best slogan EVER. Olympic Games of the modern era: "citius, altius, fortius". quicker, higher, stronger in latin
2014-03-04 21:42:41

It does what it says on the tin. Brilliant because it almost takes the piss out of itself as a line and us and our industry. It's now used in common parlance surely the ultimate accolade?
2014-03-17 13:13:47

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