Think about the brands that you know well, and perhaps even love. Chances are, it’s not just a brand name you’re recalling, but a tagline, too. Almost all brands, products, and large corporations have some kind of tagline. Some are timeless, others get replaced every decade, or even sooner if it’s just not resonating with the public.
What Is a Tagline?
Taglines (also called straplines, tags, slogans, or brand lines) can be inspirational, like a product philosophy, or they can be something fun and memorable.
While some can impel you to be better, do more, or go further, others are simply a fun play on words.
A variant of a branding slogan, a tagline can be used in marketing materials and advertising. The idea behind the concept is to create a memorable dramatic phrase that will sum up the tone and premise of an audio/visual product, or to reinforce and strengthen the audience’s memory of a literary product.
Over the years, thousands and thousands of taglines have come and gone, but some are legendary. Here, in no particular order (although Nike is clearly number one, and always will be), are 50 of the best taglines from brands around the world. Most are American brands, but you may spot a few from other countries in there. It’s also worth noting that the tagline from DeBeers was, and is, part of a strategy to artificially increase the value of diamonds. It has worked.
How is a Tagline Created?
How taglines come into being varies greatly depending on the company, its history, its size, and the methodologies employed by the management.
In a small business, or one that is just starting out, it’s usually something generated by the owner or one of the employees. Passion projects are fairly easy to write for, especially if the founder is also the tagline creator.
In a larger company, or major corporation, several avenues could be explored.
Most likely a professional branding agency (or agencies) will be called upon to work on the project. If it’s a branding pitch, agencies will compete against each other to create not only a tagline, but also a corporate identity package and perhaps some initial thoughts on advertising campaigns.
On the other hand, larger companies and corporations can still choose to keep things on a tight budget. The task may fall to an in-house creative department, an account management team, or a single copywriting professional will be hired on a freelance bases to produce ideas.
The tagline itself usually comes out of research about the company, things people have said about the product or service, attributes of the product or service, and feelings people have when they use it. As you can see from the many taglines below, they usually put a clever spin on something the product or service excels at. For example, “Central Heating For Kids” for the warm breakfast food Ready Brek, or “Finger Lickin’ Good” for KFC’s fried chicken. The more memorable and unique a tagline is, the more it will help the brand to become famous.
Here are 30 of our favourites for your inspiration:
1. McDonalds – “I’m Lovin’ It”
The “I’m Lovin’ It” slogan is one of McDonalds’ most popular and long standing advertising straplines. It ties in really well with the company’s brand values, and sticks in peoples’ minds. Coupled with their signature advert style, this helps create a winning campaign every time.
2. KFC – “Finger Lickin’ Good”
Much like its Fast Food rival, KFC’s long standing advert slogan reflects the company’s values. “Finger Lickin’ Good” tells the audience that the chicken tastes great. This is exactly what you want from a fast food restaurant.
3. Subway – “Eat Fresh”
Subway has been really clever with its strapline. Fast food is notoriously bad for you, so in a bid to position themselves as more ‘healthy’, this tagline was born. The “Eat Fresh” slogan lets audiences know their sandwiches – and the fillings – are always fresh and freshly prepared. Coupled with the yellow and green branding, this was a really smart move.
4. Kit Kat – “Have a Break, Have a Kit Kat”
A lunch box favourite of kids (and Superdreamers!), the iconic Kit Kat slogan is one that has stood the test of time. Used in both printed and television adverts, the “Have a Break…” tagline reflects how quick and easy the wafer bar is to eat. It is simple, and easy to remember – much like the company’s red and white branding.
5. Heinz – “Beanz Meanz Heinz”
“Beanz Meanz Heniz” has often been voted the best advertising slogan, and it is easy to see why. Not only does it mention the brand name, and keep things short and sweet; it plays on the brand name and the product. The tagline tells audiences if they want baked beans, their best choice is the Heinz brand.
6. Skittles – “Taste the Rainbow”
Skittles have used their “Taste the Rainbow” since 1994. This simple slogan works because it perfectly reflects the product. The sweets themselves feature a variety of colours – a rainbow. This tagline ties in with the company branding, which features a rainbow on the sweets packaging.
7. Rice Krispies – “Snap! Crackle! Pop!”
Snap, Crackle and Pop have been synonymous with the Rice Krispies brand since the 1930’s. And as well as being great mascots, the onomatopoeic gnomes make for a great and long lasting slogan. The cereal is said to make a “snap, crackle, pop” noise when milk is added. And even if it didn’t this campaign has been hugely effective for Kelloggs.
8. Kelloggs Frosties – “They’re GR-R-R-reat”
Tony the Tiger has been the Frosties mascot since the very beginning, and he is famous for uttering the elongated catchphrase “They’re Gr-r-r-reat!”. This ad slogan works because it appeals to the brand’s target audience of children, and shows that breakfast can be delicious. A lifespan of over 50 years shows just how effective it is.
9. Dr Pepper – “What’s the Worst That Could Happen?”
Introduced in 2009, the “What’s the Worst That Could Happen?” campaign was a great success for soft drink Dr Pepper. The catchy song that featured on the adverts and the humour they used helped make them memorable and effective. Dr Pepper knew its brand, and knew its audience. That’s why this campaign worked so well.
10. Red Bull – “It Gives You Wiiiings!”
Red Bull has used the metaphor “It Gives You Wings” as its slogan for many years. The reason this advert has worked – and lasted so long – is because it is clever. It tells the audience that the drink really will give you an energy boost. The ad slogan is a great example of marketing at its best.
11. Typhoo – “You Only Get an ‘OO’ With Typhoo”
Tea brand, Typhoo have featured a number of slogans in their advertising over the years. One though, sticks in people’s minds and is still being used today. “You Only Get an ‘OO’ With Typhoo” represents how relaxing and enjoyable a good cup of tea is.
12. Tesco – “Every Little Helps”
Supermarket Tesco are famed for their low prices, and their huge stock list. Their main ad strapline “Every Little Helps” perfectly reflects this, and has been used in printed and television marketing for many years. Again, this three word tagline is one of the most memorable and effective.
13. John Lewis – “Never Knowingly Undersold”
Department store John Lewis is known for its high quality and high standards. That’s why the tagline “Never Knowingly Undersold” works so well. It tells prospective customers that they can trust the store, and will always get the best product and service. This is a simple and subtle way of bringing brand guidelines into the slogan.
14. Maybelline – “Maybe She’s Born With It, Maybe It’s Maybelline”
Cosmetic brands always have really memorable slogans and adverts, and Maybelline is no different. The “Maybe She’s Born With It…” campaign is promoting natural beauty. It tells women that their products will help them enhance this beauty. Glossy adverts and whimsical backdrops all add to this allusion of perfection.
15. L’Oreal – “Because You’re Worth It”
Another cosmetics brand making women feel fabulous is L’Oreal. The “Because You’re Worth It” campaign has been used for many years now and it works. It tells the audience that they deserve to treat themselves and make the best of themselves. Recently, adverts have featured the slogan “Because We’re Worth It”. This helps women feel the same as the celebrities endorsing the products.
16. Max Factor – “The Make Up of Make Up Artists”
Max Factor is a higher end brand of makeup than the aforementioned. This is reflected in the advertising slogan. By telling women this is the brand makeup artists use, Max Factor instantly becomes a brand that can make a difference. This clever marketing strategy is carried through in the television adverts, to reinforce the slogan.
17. De Beers – “A Diamond is Forever”
Coined in 1947, the De Beers tagline has often been named one of the best ever. Those four simple words perfectly reflected the high end nature of the product and the company. It was a metaphor for everlasting love; telling audiences that buying these gems would cement their relationship forever.
18. Nike – “Just Do It”
Nike’s “Just Do It” advertising slogan is probably one of the most famous in the world. First introduced in 1988, the infamous tagline has featured on all of the brand’s advertising since. It reflects the ‘no nonsense’ approach the brand has to its products. It also encourages audiences to get out there, and get active.
19. HSBC – “The World’s Local Bank”
In a move to unite its global operations, HSBC announced in 1999 that they would use one, universal logo. This move was further cemented with the introduction of their latest advertising slogan. The “Local Bank” tagline promotes trust; something which the banks certainly need to promote at the moment.
20. Ronseal – “It Does Exactly What it Says on the Tin”
DIY is often seen as stressful and complicated. To counter this, Ronseal introduced their key strapline to show just how ‘no nonsense’ and simple it can be. This perfectly appeals to their target market, and helps keep the branding simple.
21. Energizer – “It Keeps Going, and Going, and Going…”
Energizer looks to be positioning itself as the leader in the long lasting battery market with their latest advert tagline. Coupled with their bunny mascot who is running errands, the strapline tells audiences exactly why they should purchase from this brand.
22. MasterCard – “For Everything Else, There’s MasterCard”
MasterCard’s clever slogan tells audiences that it can be used for everything. Simple, powerful, and effective; this advertising tagline appeals to shoppers of all kinds. This is a clever move by the brand. Rather than targeting one niche, they cleverly appeal to everyone with one simple strapline.
23. Audi – “Vorsprung durch Technik”
Audi’s infamous slogan – roughly translated as “advancement through technology” – is another that has been recognised as one of the greats. It perfectly reflects the high end nature of the car, and tells customers that they will always receive the best vehicle. It also helps position Audi as being at the forefront of technological advances, and passing these on to their customers.
24. Jaguar – “Grace, Space, Pace”
Another three word slogan – can you see a pattern?! – that perfectly encompasses a brand and its values. This advert tagline tells audiences exactly what to expect from a Jaguar car. By using three powerful adjectives associated with high quality, this phrase helps to reinforce the brand values and encourage people to make a purchase.
25. Zurich – “Because Change Happens”
Insurance company, Zurich, has cleverly used their tagline to tell audiences why they should be insured by them. The company is telling its audience that, when they need them, they will be there – just as long as they have insurance. It is simple, powerful, and perfectly reflective of the product.
26. Panasonic – “Ideas for Life”
Electrical retailer Panasonic’s advertising tagline encompasses everything they are about. “Ideas for Life” tells the audience that whatever they need, a Panasonic product is the perfect choice. Again, this is strong slogan that works for the company and its product.
27. Google – “Don’t be Evil”
Search engine giant, Google has a slogan but it is a little less well known. Their “Don’t be Evil” tagline was to promote ‘white hat’ SEO (search engine optimisation) techniques. However, there has been some debate as to whether it is still relevant.
28. Apple – “Think Different”
Apple is known for pushing the boundaries of technology, and always coming up with new and exciting ideas. That’s why the “Think Different” tagline works so well for them. It tells customers that they are buying into a lifestyle and are at the forefront of technology.
Now, after a century of great advertising, not every tagline could make it onto the list. Some notable runners-up include “It’s So Simple” for Polaroid and “They’re Grrrreeeat” for Frosted Flakes.