By: Willy E. Arcilla*
Nothing is more enduring in the field of advertising and communications than the slogan or tagline. Advertising experts even theorize that slogans are more important than visual executions because what we hear is what we remember most based on psychological studies. Visual executions change to provide freshness to a campaign, but great taglines endure.
Over the years, we have been captivated by many taglines of the most popular brands from cigarettes to colas, soaps to shampoos, from cars to computers, and sports leagues to sports shoes. Advertisers know too well the tagline represents the essence of the brand message that should influence consumer attitude and motivate purchase behavior. Memorability will depend on both the strength of the line and the amount of media exposure devoted to promoting it. However, this is not a chicken-or-egg situation because a good advertiser quickly realizes the power behind a strong slogan that deserves maximum media exposure.
So what makes a good slogan? Simple and memorable. Relevant to the target and unique to the brand. Consumer language. In a word, “Brilliant”! Allow me to pay tribute to the copywriters responsible for creating what I pick as the 101 top taglines (no particular order).
1. Come to where the flavor is. - Marlboro
2. It’s the real thing. - Coca-Cola
3. Coke is it. - Coca-Cola
4. Always Coca-Cola. - Coca-Cola
5. Just for the taste of it. - Diet Coke
6. The choice of a new generation. - Pepsi
7. Ask for more. - Pepsi
8. Obey your thirst. - Sprite
9. The uncola. - 7-Up
10. Do the Dew. - Mountain Dew
11. Is it in you? - Gatorade
12. This Bud’s for you. - Budweiser
13. It’s Miller time! - Miller High Life
14. Tastes great, less filling! - Miller Lite
15. It can only be Heineken. - Heineken
16. Probably the best beer in the world. - Carlsberg
17. Australian for beer. - Foster’s
18. Keep walking. - Johnnie Walker
19. The best part of waking up is Folger’s in your cup. - Folger’s
20. Got Milk? - California Milk Board
21. Melts in your mouth. Not in your hand. - M&Ms
22. Have a break. Have a Kit Kat. - Kit Kat
23. Quality never goes out of style. - Levi’s
24. Just do it. - Nike
25. Impossible is Nothing. - Adidas
26. I love this game. - NBA
27. We bring good things to life. - General Electric
28. Let’s make things better. - Philips
29. It’s a Sony. - Sony
30. Connecting People. - Nokia
31. Hello Moto. - Motorola
32. It keeps going, and going, and going. - Energizer (Bunny)
33. Let your fingers do the walking. - Yellow Pages
34. Think different. - Apple
35. Intel Inside. - Intel
36. There are some things money can’t buy. For everything else, there’s Mastercard. - Mastercard
37. Not just Visa. - Citibank Visa
38. Don’t leave home without it. - American Express
39. Turning dreams into reality. - Citibank
40. The world’s local bank. - HSBC
41. Singapore Girl, you’re a great way to fly. - Airlines
42. The heart of Asia. - Cathay Pacific
43. Smooth as silk. - Thai Airways
44. Be the first to know. - CNN
45. The happiest place in the world. - Disney
46. I ♥ NY. - New York
47. The ultimate driving machine. - BMW
48. Safety. - Volvo
49. Think small. - Volkswagen
50. The power of dreams. - Honda
51. We try harder. - Avis
52. Pangmatagalan. - Motolite
53. Success. It’s a mind game. - Tag Heuer
54. Good times. Great taste. - McDonald’s
55. I’m lovin’ it. - McDonald’s
56. Finger-lickin’ good. - Kentucky Fried Chicken
57. Have it your way. - Burger King
58. Langhap Sarap! - Jollibee
59. It’s more beautiful with a Red Ribbon. - Red Ribbon
60. When it positively, absolutely has to be there overnight. - FedEx
61. It cleans right down to the shine, and isn’t that a nice reflection on you. - Joy Dishwashing (USA)
62. Tide’s in. Dirt’s out. - Tide detergent (USA)
63. Labadami, Labango. - Mr. Clean
64. Putting-puti, di maasul na puti. - Tide Bar
65. Wais si Lumen - Surf
66. 99.9% Pure. It floats! - Ivory
67. For superior skin-germ protection. - Safeguard
68. I can feel it … yeah! - Palmolive shampoo
69. No cavities! - Crest
70. The best a man can get. - Gillette
71. Raise your hands if you’re sure! - Sure deodorant
72. No more tears. - Johnson’s Baby Shampoo
73. The quicker picker-upper! - Bounty Paper Towel
74. Kills bugs dead! - Raid
75. Fill the air with love. - Glade
76. Kills germs, even under the rim! - Toilet Duck
77. Iba’ng may pinagsamahan. - San Miguel Beer
78. Ito ang beer! - San Miguel Beer
79. Ito ang tama! - Red Horse Beer
80. Pang-kondisyon para bukas! - Gold Eagle Beer
81. Baranggay Ginebra! - Ginebra San Miguel
82. Magpakatotoo ka! - Sprite (Philippines)
83. Tama ang timpla! - Pop Cola
84. Be iba! - Sarsi
85. The Olympic Energy Drink! - Milo
86. Drink Milo Everyday! - Milo
87. You are my number 1! (jingle) - Nido
88. One world of Nescafe. (jingle) - Nescafe
89. Follow your heart! - Selecta Ice Cream
90. Finest name in Ice Cream - Magnolia
91. Wala pa ring tatalo sa Alaska! - Alaska Milk
92. OK ka ba tiyan? - Yakult
93. Chicletin mo baby! - Chiclets
94. Haplos ng pagmamahal. - Vick’s Vaporub
95. Bawal magkasakit! - Clusivol
96. Nasa dugo lang yan! - Circulan
97. Nakasisiguro gamot ay laging bago! - Mercury Drug
98. We’ve got it all for you. - SM Malls
99. Simply Amazing! - Smart
100. It’s all in your hands! - Globe
101. The Beauty of the Philippines Shining Through - Philippine Airlines
Note that most if not all of the above taglines belong to market leaders -- or at one time dominant brands – perhaps until a new hire changed an old, hitherto successful tagline.
(The author is President of Business Mentors, Inc. a Management Consultancy Firm, specializing in marketing and advertising, and Regional Director of ZMG Ward Howell, Inc., a leading provider of human capital solutions. He has a 25-year career in Marketing, Sales and General Management with MNCs and regional conglomerates across Asia-Pacific).
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[...] more? just go here and see 101 of them. Spread The [...]----- -------- Read More
Hi Willy,
Yes, they are so great that I even remember the actual Ad (TV or Radio). Enduring.
Personally, I like this tagline...
"Basta computer, Comteq!"
;-)
hi john! we missed you this morning at the mentoring session with willy and chit juan. willy and the others were asking for you. hope you can make it to the next one. weena has offered her place in cavite as venue :). back to nature daw tayo.
oh and john, that's a great tagline, hehe
in my opinion, this should be in the list :)
from grass to glass - ayala
Those are really great tag lines that made those product popular.
thanks for the help! :)
Hi,
Just found your blog on Technorati & Digg upcomming news feeds and read a few of your other posts.
ISeems good contents,Keep up the good work. Look forward to reading more from you in the future.
Thanks,
Michael
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