What’s the best ever slogan?

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?

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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  • DC blates

    live free or die. – No Fear

  • http://www.andymartin.info Andy Martin

    A Mars a day helps you work, rest and play.

  • http://www.stylefrogcreative.com Matt Faulkner

    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

  • http://townend.co Townend

    For me it has to be Stella’s ‘Reassuringly Expensive’

  • http://www.twitter.com/wiredcanvas Alice

    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!

  • http://www.behance.net/DominicLe-Hair Dominic Le-Hair

    It’s all lies, they’re not even square – Rice Krispies Squares.

  • Enni

    Diners Club International “Those whose journey never ends, belong.” Love it! http://bit.ly/rjqiN3

  • http://www.mithandneil.com Neil D

    Just do it. — Nike, as seen above.
    A Diamond is Forever. — DeBeers.

  • http://twitter.com/#!/copybeard CopyBeard

    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: http://en.wikipedia.org/wiki/Does_exactly_what_it_says_on_the_tin

  • http://www.mestudio.info martin – me studio

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

    ‘lots of cheese’

  • http://www.holster.co.uk Richard Holt

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



  • Taylor

    “There is no finish line” – Nike

  • http://www.creative19.com Michael Preston

    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 – http://en.wikipedia.org/wiki/Vorsprung_durch_Technik

  • http://www.teaim.tumblr.com Luke Tonge

    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.

  • dahlan tucker

    It is. Are you? The Independent


  • http://www.daltonmaag.com angela

    It does what it says in the tin.

  • Gordon Thompson

    “The appliance of science.”
    (Cos me mate dunnit.)

  • http://www.playgroup.com Steve Cluett

    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.

  • http://www.swearingdad.com/ Simon Watson

    Come-on, it’s “simples” 😉

  • http://www.bipmistry.com Bip Mistry

    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!


  • Aubrey

    “I’m in”

    for Oxfam

  • Rosie Milton

    FedEx it.

  • http://www.dogsbodyservices.com Fiona Edwards

    Surely one of the best slogans ever:

    Making the unmissable, unmissable
    BBC iPlayer

  • Paul Gillard

    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.

  • http://www.wearebulletproof.com Jonny

    How about Land Rover’s… The best four by four by far.


    Salman Rushdie’s Naughty but Nice for cream cakes

    Both brilliant!

  • http://www.afflatus.co.uk David Sewell

    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).

  • http://www.pingsweetie.com Alison Bates- Pingsweetie

    Get busy with the fizzy!

  • http://www.peak-translations.co.uk Ian Gordon

    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.

  • Damon

    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.

  • Eleni

    “A Diamond is Forever” – The De Beers Diamond Company

  • http://www.peak-translations.co.uk Ian Gordon

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

    “Simplicate & add lightness”

  • http://www.verdantconsulting.co.uk Rosena Robson

    “I Saw this and Thought of You” Royal Mail, last on air in 2001 but still frequently used…but then I am biased!

  • http://www.jonolewarne.com Jono Lewarne

    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.

  • Michael

    Shop £€$$ Live More from Buy Nothing Day.

  • http://asburyandasbury.typepad.com Nick Asbury

    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.

  • Rich

    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

  • http://www.thebarbersliverpool.com Barry Hayden

    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’

  • Henry

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

    More recently,

    Chedds be cheddar, cheddar be Chedds

  • Nick Tudor

    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?”

  • Henry

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

    More recently,

    Chedds be cheddar, cheddar be Chedds

  • Kenny McDonald

    Stiff Records: If it ain’t Stiff….

    or British Caledonian; We Never Forget You HAve A Choice

  • saat

    Work hard and be nice to people

  • Liz Edwards

    Now we’re cooking…

    Now we’re cooking with gas

  • http://www.onedotzero.com shane walter

    this tops them all on so many levels – the ultimate consumerist, capitalist anthem: “Enjoy More”. Used by Macdonalds in UK 1997–2001.

  • Jevon Hall

    ‘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’

  • stu

    The MARS slogan was a classic, laughed as soon as i read it there Andy :)

  • http://www.mcmc.co.uk Paul McManus

    ‘We scare because we care.’

    Balances good and bad in a simple line…

  • @Fountainjohn

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

    By a country mile people

  • http://www.ashley-may.co.uk Ashley May


    It seems to go further than the product.

  • http://www.johnnyandmary.co.uk James L

    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.

  • Carlie Taylor

    A Mars a day helps you work, rest and play….

  • Andrea Todd

    You Shop, We Drop (Tesco)

  • James

    Herman ze German bratwurst shop

    ‘Our würst is ze best’

    Also includes reassuringly phallic sausage with handlebar moustache logo.

  • http://www,easthalldesign.com Justin

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

    ‘A search engine for the whole wide world’…

    I thought that was ace.

  • http://www.bathmarketingconsultancy.co.uk/ Paul Tagent

    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.

  • Jevon Hall

    ‘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’

  • Iain Hawk

    Always thought that Commercial Union had a great promise with ‘We won’t make a drama out of a crisis’.

  • http://www.factotum-design.co.uk Peter Fossick

    The earliest slogan and most memorable for me: Coke – it’s the real thing.

  • http://www.duttonsdesign.com Steve D

    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?

  • http://www.stuartwatson.co.uk stuart

    “Lick the lid of life”.

    Muller Yoghurts cerca 2008

  • http://www.pannett.co.uk Pannett

    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?

  • spaccaboy

    ‘nothing else is quite the same.’

  • http://www.duttonsdesign.com Mike Cannings

    ‘Follow the bear’ Hofmeister Beer. But would you really want to follow a bear with a pork pie hat on?

  • http://www.simonplatt.co.uk/ Simon Platt

    And of course:

    Made in Scotland from girders

    Aspiration for a whole nation.

  • Req

    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.

  • TB

    “You shop, we drop”


  • Sam

    Are songs allowed?

    If they are I want “Um-bongo, um-bongo, they drink it in the Congo!”

  • j3nl3a

    “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.

  • P

    ‘We believe in life before death’

    – Christian Aid

  • http://www.trcreative.co.uk Lynsey Edwards

    iPad – ‘You already know how to use it!’

    Tesco – ‘You shop, we drop’.

  • Vix

    Where’s the beef?

  • Sabina

    “Great minds like a think” The Economist

  • http://twitter.com/gafyn Gafyn

    “When the world zigs, zag” BBH

  • Jake

    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”

  • S

    Krusty Brand Seal of Approval, It’s not just good, it’s good enough!

  • Carlie Taylor

    A Mars a day helps you work, rest and play….

  • http://www.wardour.co.uk Tim M

    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”

  • Bernard Crouch

    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!)


  • http://gavrog.tumblr.com/ gavrog

    Peperami: “It’s a bit of an animal”.

    Game over.

  • Silje Fatnes

    Exceed your vision.


  • http://www.perezfox.com Prescott Perez-Fox

    United States Marine Corps:

    “The few. The Proud. The Marines.”

  • Nigel

    It’s frothy man – Cresta

  • http://www.johnjamesscott.co.uk John Scott

    I’d rather have a bowl of coco pops (nostalgic reasons)

  • http://www.peterquintana.co.uk Peter Quintana

    Definitely Ronseal, but if songs are allowed, I like ‘only the flakiest, crumbliest chocolate’ and ‘fruit and nut cake’.

  • http://www.ulianka.com Ulianka

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

    Other- WE ARE HERE TO HELP that’s most used slogan I’ve heard.

  • http://illusio.com Chuck Spidell

    The economy sucks. Your brand shouldn’t.

  • Rob

    Never knowingly undersold

    Finger lickin’ good

  • http://www.pipingdesigners.com Anton

    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”

  • http://www.ccmiller.cc Chris Miller

    Whaaaat? No votes yet for “Australians wouldn’t give a Castlemaine XXXX for anything else”?

  • Chad

    Pizza, Pizza!

  • Pete

    I always liked Vauxhall’s “Raise the standard” – Clever in lots of ways

  • Brian

    You can do it – We can help
    Home Depot

  • http://www.openminder.com Brian McAndrew

    My company Beyond Graphix “Even the truth needs to be marketed”
    that says it all. period

  • http://www.socket-studios.co.uk Paul Macgregor

    Always though O2’s, ‘we’re better connected’ was clever.

  • http://www.mithandneil.com Neil D


  • http://yo-hello.com James Nelson

    ‘every little helps’ makes my skin crawl. i’m convinced its not even a complete phrase.

  • http://www.qphoto-art.com Arjon Groeneweg

    Art enriches, shares evaporate.

  • Greg

    “Take a deep breath” – Skype

  • k.a. ball

    “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

  • Rosanna

    ‘Ahh Bisto’

  • http://www.alexanderjosephbrown.com Alex

    “I want my MTV”

  • http://www.simonplatt.co.uk/ Simon Platt

    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.

  • http://www.alano.org.uk Alan Organ

    ‘The Milky Bars Are On Me,’ stands out for me due to growing up in the 60’s and 70’s wearing glasses.

  • Jonnyfarg

    Marmite – Love it or hate it.
    I love it on toast, but hate it in the eye.

  • Jimmy Hardy

    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

  • https://www.facebook.com/peterabell.fb Peter A Bell

    Clunk Click Every Trip – UK public information campaign promoting seatbelt use
    Technology as simple as the box it comes in – Philips

  • Harry

    Pot noodle

    ‘The slag of all snacks’

  • felicia reynolds

    Best Logo: American Lung Association: “When you can’t breathe, nothing else matters.”

  • Michael
  • http://www.increation.net/what-we-do/interior-design London Interior Designers

    “More than an store” Apple.

  • http://thankyou.dk Esben Jorgensen

    Kvadratish praktish gut

    Ritter sport

  • Tom Crew

    ‘King of the concrete jungle’ – LION Brand Cement


    ‘Adventure before dementia’ on the back of a Swift motor home

  • Michael Paitich

    Not sure if this was already posted but, if not: “If it ain’t Stiff, it ain’t worth a fuck” (Stiff Records label)

  • http://www.alexparrott.co.uk alexparrott

    ‘Good things come to those who wait’ has been beautifully articulated through the years that it’s cemented in my mind. Hopefully for ever.

  • Stanley Dugas

    There may be none better than the 50’s tribute to a “Mad Men” three cocktail lunch: “Smirnoff. It leaves you breathless.”

  • http://www.word-bomb.com Mike McCaffrey

    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.

  • Amanda Bach

    “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

  • dan blanshard

    It’s got to be Ronseal – ‘Does exactly what it says on the tin’.

  • http://www.designforte.co.uk Chris Hopkins

    “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.

  • Cindy

    Driving through Mt. Pleasant, SC in the late 80’s I spotted a little handmade sign in front of a potter’s roadside stand…it read “Need a Little Pot” I thought it was brillant so I stopped and bought a little pot from the craftsman.

  • Rollie

    How about: “slogans are fucking useless”

  • ryanscheiber

    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.

  • http://MorrArtDesign.net Darlene H. Morris

    GOD IS LOVE seen on T-shirts and car bumper stickers because it is a reminder of the truth of the statement.

  • mary

    Wendy’s fast food chain, where’s the beef?

  • http://signsetcidaho.com John

    Where’s the beef!!!
    best ever

  • s dale

    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!

  • Sanjay

    The car in front is a Toyota

  • Diana

    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)

  • Helen

    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

  • Negar Kayhanfar

    “like no other” for sony

  • Luke

    Gillette .. The best a man can get!

  • http://www.reedwords.co.uk Mike Reed

    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.

  • http://www.swisscheeseandbullets.com Daniel

    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.

  • http://www.swisscheeseandbullets.com Daniel


    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.

  • http://www.oinkcopy.com Eoin

    “Reassuringly expensive” – Stella Artois
    “Every Little Helps” – Tesco
    “Making the unmissable, unmissable” – BBC iPlayer

  • http://www.reedwords.co.uk Mike Reed

    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.

  • http://www.darraghneely.com Darragh Neely

    “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

  • Lee

    This isn’t just food. This is M&S food.

  • http://www.chrs-nixon.com Chris

    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’.

  • http://www.swisscheeseandbullets.com Daniel

    @Lee “This isn’t food, this is Spar food.”

  • http://www.kosmograd.com Kosmograd

    “Birdseye Potato Waffles, they’re waffly versatile.”


  • http://www.swisscheeseandbullets.com Daniel

    “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.”

  • http://www.abdm.co.uk Anatole Beams

    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!

  • chris bedson

    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

  • http://www.bubblegate.co.uk Roger Watersmith

    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

  • http://www.southernfriedlondon.com Jenny N

    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..

  • http://ivanpope.com Ivan Pope

    On the lorries that emptied the toilets at Reading festival:

    “We’re No.1 in the No.2s business”

  • http://kevinmillscopy.com Bravenewmalden

    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.

  • Andy

    I bet he drinks Carling Blacklabel

  • http://www.londoncopywriter.co.uk Dean

    “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?

  • Sally

    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…

  • Dean

    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?

  • http://www.teaim.tumblr.com Luke Tonge


    ‘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?!

  • http://kevinmillscopy.com Bravenewmalden

    I liked Fiat’s line:

    ‘Never Knowingly Undersealed’

    Although I might have made that up.


    “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

  • http://walnutgreydesign.com Gerard

    “It costs a lot to look this cheap” Dolly Parton

  • http://kevinmillscopy.com Bravenewmalden

    I liked Fiat’s line:

    ‘Never Knowingly Undersealed’

    Although I might have made that up.

  • http://www.bluepigcreative.co.uk bluepigcreative

    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!

  • BOLDtalks

    Best ever #slogan:
    “Great minds like a think”~ The Economist
    “Impossible is nothing”~ Adidas

  • http://ideasandthat.tumblr.com Jenn

    Dr Pepper – What’s the worst that could happen?

  • Cmykben

    Carlsberg’s ‘probably’

  • Ping

    Best 4 x 4 x Far (Land Rover)

  • http://adlib.co Curator

    Life’s too short, and so am I.

  • http://www.danandnick.carbonmade.com Daniel Roberts

    ‘It does exactly what it says on the tin’

  • Martha Tolosa

    I like “Good things come to those who wait.” Guiness

  • Sam

    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)

  • Janie

    “If you like a lot of chocolate on your biscuit join our club” – I still love the orange Club biscuits!

  • Jean GROGAN

    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.


  • http://www.peak-translations.co.uk Ian

    It seemed a good idea at the time:
    “Nothing sucks like an Electrolux”

  • Jean GROGAN

    Also liked the Guinness'”Pure Genius” for the subtlety hidden assonantal rhyme.

  • Pete Starkey

    “Nice cold, ice cold Milk”

    and of course the modern classic…

    “Should’ve gone to Specsavers”

  • http://www.mymatedaves.co.uk David Sweeney

    A good mantra to live by…

    “Who Dares Wins” – SAS (or Del boy, whichever you prefer)

  • alice

    Zoom Zoom

  • http://www.miura.gi Javier Garcia

    It could be you.
    National lottery

    …. because it probably won’t be… but it could be.

  • http://www.miura.gi Javier Garcia

    ‘Washing machines live longer with Calgon’ … because everytime the word ‘washing machine’ comes up I have to sing this line… its it just me?

  • Stufer

    “If you like cheese, you’ll love these” – Cheddars – early 80s.

  • http://twitter.com/jeffKwiatek jeff

    “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.

  • http://bigfish.co.uk Paul Machin

    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

    Oh, and…

    Why slowmow when you can Flymo?

  • Paul Machin

    And an obscure one from an American outdoor clothing brand – debuted 1897 and still going strong…

    Might as well have the best – Filson

  • http://www.geekheartsaday.wordpress.com BeckytheGeek

    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)

  • http://www.alexglancy.com Alex

    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.

  • stu

    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!

  • Diane Revelle

    Panasonic upright Hoover : don’t let dirt get the edge

  • Kristine

    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.

  • Mary1810

    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 :)

  • David Lee

    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)

  • Grilla Login

    Watch out, watch out, watch out, watch ooouuut… there’s a Humphry about!

  • Paul Hemingway

    Well … Ronseal for me is stand out

  • Paul Hemingway

    And a personal face from Qualcast ;

    A lot less bovver than a hover

  • Narjas Mehdi

    Walls !

    Pron. “Whoaws !”
    AKA “sausages”

  • http://www.spaceandroom.com Andi Rusyn

    It has to be Wonderbra’s ‘Hello boys’

  • http://oinkcopy.com/index.php/2011/11/freelance-copywriter-belfast-northern-ireland/ Eoin

    I like the Lottery’s ‘It could be you’

    It’s simple, honest and seductive.

  • http://www.freelancecopywriter.ie Copywriter Ireland

    “Should’ve gone to Specsavers” is a strategy, slogan and campaign all wrapped up and ready to go.

  • Robin Wight

    ‘The Ultimate Driving Machine’ – BMW
    ‘I bet he drinks Carling Black Label’
    ‘The future’s bright, the future’s Orange’

  • Sean

    “I liked it so much I bought the company.” Remington

  • pablo

    Best slogan EVER. Olympic Games of the modern era: “citius, altius, fortius”. quicker, higher, stronger in latin

  • Jack

    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?