Do you know the brands behind these famous slogans?
Regardless of what a company is selling, a catchy slogan is essential to a powerful marketing campaign. Good slogans can be run the gamut from fun or bold to silly or provocative; but to be successful, they all need to be unforgettable. Great slogans are capable of grabbing consumers' attention right off the bat from a radio spot, TV commercial, billboard, or print add. They're also catchy enough to stick in people's heads long after the ad has passed them by—sometimes for years.
Many companies follow the "if it ain't broke don't fix it mantra" and hang onto their original slogans. Others cycle through them frequently. Dr. Pepper once tagged itself the “King of Beverages,” and other times went with slogans “Be a Pepper” and “Be You.” The brand switched from “Always one of a kind” to "The one you crave" in 2017.
Occasionally, a slogan can even cause a backlash. In 2014, Victoria's Secret had to alter its slogan "The Perfect Body'' to "A Body for Everybody" when customers felt the company's advertising didn't promote body diversity. In 2017, lotion brand Nivea pulled an ad with the phrase “White is purity” after online complaints that the slogan promoted white supremacy.
When a slogan resonates, the sentiment can last for decades. Most people associate Campbell's Soup with “M'm! M'm! Good!” and Goldfish Crackers are still selling “The snack that smiles back.” At times, a slogan can encourage the customer to follow a story. While the Trix Rabbit did eventually get his coveted cereal, years of commercials and cartoon advertisements followed the cartoon character on his failed attempts, every time telling the “silly rabbit” that “Trix are for kids.”
Stacker went back through advertising history and curated a gallery of 50 memorable slogans. Most people know which candies “Melt in your mouth, not in your hands” and what breakfast cereal claims to be “G-r-r-reat!”—click through to see if you can recognize which brands are behind some of the ad world's most notable phrases.
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"A diamond is forever."
Company #1: De Beers
De Beers started mining South African diamonds in the late 1800s; in the years to follow, they grew to become the world's largest diamond distributor. Advertising copywriter Mary Frances Gerety helped create demand for the diamond engagement ring in 1947 when she came up with “A diamond is forever”—associating the stone with everlasting love. The phrase has appeared in De Beers's engagement ring ads ever since, and has been referenced in everything from James Bond films to songs and novels. The majority of engagement rings now have a diamond in the center, although that might not be “forever” after all: De Beers' sales have declined in recent years, partly due to ethical concerns from younger generations.
"You're in good hands."
Company #2: Allstate
Allstate started selling car insurance in 1931, and the company has since expanded to include life, renter, and home policies. A sales manager came up with their famous slogan in 1950. He brought the line to his team after his wife soothed his worries by telling him their sick daughter was “in good hands” with their doctor. Allstate is now one of the most well-known insurance companies on the market.
"____ are for kids."
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Company #3: Trix Cereal
In 1954, General Mills gave the world Trix cereal as a kid-friendly counterpart to their Kix corn puffs. Joe Harris created the Trix Rabbit and the slogan “Trix are for kids” five years later. The line helped fuel a long-running storyline in commercials, in which the rabbit desperately tried to nab the cereal. Harris was not pleased when the company eventually gave the rabbit what he wanted, stating that it “destroyed the tension.”
"Pleasing people the world over."
Company #4: Holiday Inn
"That was easy."
Company #5: Staples
Staples launched their big-box office supplies store in 1986. In 2001, they revamped their image with a new slogan in an effort to compete with chains like Office Depot and to let customers know shopping with them would be easier than in the past. No only was the re-brand successful, people now buy the Staples “easy” button just for fun.
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