Advertising slogans

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Advertising slogans are short, often memorable phrases used in advertising campaigns. They are claimed to be the most effective means of drawing attention to one or more aspects of a product.


or Company
Author or Agency
(if known)
Source and notes
A diamond is forever. DeBeers 1948 N.W. Ayer & Son Steve Cone, Powerlines: Words That Sell Brands, Grip Fans, and Sometimes Change History‎ (2008), p. 129.
A little dab'll do ya! Brylcreem Susan Wilson, One Good Dog (2010), p. 296.
A mind is a terrible thing to waste. United Negro College Fund 1970s Young & Rubicam George R. Bonner Jr., "Public-service advertising nears No. 1 ad pace in US", Christian Science Monitor (April 26, 1983), Business, p. 10.
Always Coca-Cola. Coca-Cola 1993 Mark Pendergrast, For God, Country, and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It (2000), p. 398.
An apple a day keeps the doctor away. Apples 1900s Michael Pollan, The Botany of Desire (Random House, 2001), ISBN 0375501290, p. 22, cf. pp. 9 & 50.
Aren't You Hungry for Burger King now? Burger King 1982 Steven C. Hayes, Kirk D. Strosahl, Kelly G. Wilson, Acceptance and Commitment Therapy, Second Edition: The Process and Practice of Mindful Change (2011), p. 54
Be all that you can be. United States Army 1981-2001 N. W. Ayer Craig C. Pinder, Work Motivation: Theory, Issues, and Applications (1984), p. 50.
Be there! NBC Channel 62 in the "Weird Al" Yankovic movie UHF uses "Be there!" in a commercial. The audio commentary specifically states that NBC had that for their catchphrase.
Between love and madness lies Obsession. Calvin Klein's Obsession 1985 Robert Jackall and Janice M. Hirota, Image Makers: Advertising, Public Relations, and the Ethos of Advocacy (2003), p. 212.
Breakfast of Champions Wheaties 1935 Blackett-Sample-Gummert Later "The Breakfast of Champions" into the 1990s; cited by Kurt Vonnegut eponymously in Breakfast of Champions (1973), preface: "The use of the identical expression as the title for this book is not intended to indicate an association with or sponsorship by General Mills, nor is it intended to disparage their fine product."
Cabinets fit for royalty, but affordable for all! Kitchen Cabinet Kings 2011 Anthony Saladino James R. Gregory, The Best of Advertising Slogans: Best Practices in Corporate Building (2011), p. 23.
Cable. It's not just more choice, it's your choice. Council for Cable Information 1984 National Federation of Local Cable Programmers, Community Television Review - Volume 9 (1986), p. 35.
Connecting People. Nokia 1992 Dan Steinbock, Winning Across Global Markets: How Nokia Creates Strategic Advantage in a Fast-Changing World (2010), p. 73.
I'm loving it! McDonald's 1997 Gale Group, Major Marketing Campaigns Annual 2‎ (1999), p. 243.
Do you...Yahoo!? Yahoo! 1996 Kevin Lane Keller, Best Practice Cases in Branding: Lessons from the World's Strongest Brands (2008), p. 251.
Eat Fresh. Subway 2000 Margo Berman, Street-Smart Advertising: How to Win the Battle of the Buzz (2010), p. 189.
Eat Mor Chikin! Chick-fil-A 1995 The Richards Group, Atlanta PRNewswire‎ (1995).
Every kiss begins with Kay Kay Jewelers Tom Altstiel, Jean Grow, Advertising Strategy: Creative Tactics from the Outside/In (2006), p. 167.
Give me a break,
give me a break;
break me off a piece of that
Kit Kat bar
Kit Kat 1986 Ken Shuldman (lyrics) and Michael A. Levine (music), DDB Worldwide Joe Tracy, Web Marketing Applied‎ (2000), p. 187.
Good to the last drop. Maxwell House coffee 1926 Allegedly coined by Theodore Roosevelt in 1907, although the claim is dubious; adopted as Maxwell House's tagline in 1926. Isaac E. Lambert, The Public Accepts: Stories Behind Famous Trade-marks, Names and Slogans‎ (1941), p. 35.
Got Milk? Cow's milk (for the California Milk Processor Board) 1993 Goodby Silverstein & Partners Margo Berman, Robyn Blakeman, The Brains Behind Great Ad Campaigns (2009), p. 160.
Have it your way. Burger King 1973 BBDO Al Ries, Jack Trout, Marketing Warfare (2005), p. 159.
Have You Met Life Today? Metropolitan Life 2001 Bonnie L. Drewniany, A. Jerome Jewler, Creative Strategy in Advertising (2007), p. 139.
Home of the Whopper. Burger King 1957 Al Ries, Jack Trout, Marketing Warfare (2005), p. 163.
I want my MTV. MTV Mark Tungate, Media Monoliths: How Great Media Brands Thrive and Survive‎ (2004), p. 41.
I'd walk a mile for a Camel. Camel cigarettes 1921 Henry Hobhouse, Seeds of Wealth: Five Plants That Made Men Rich‎ (2006), p. 226.
I'm lovin' it. McDonald's 2003 Heye & Partner, an affiliate of DDB Worldwide Tom Altstiel, Jean Grow, Advertising Strategy: Creative Tactics from the Outside/In‎ (2006), p. 293.
If it doesn't get all over the place, it doesn't belong in your face. Carl's Jr. James Alburger, The Art of Voice Acting: The Craft and Business of Performing for Voiceover (2010), p. 126.
Is it live, or is it Memorex? Memorex video cassettes 1970s Richard D. Leppert, Susan McClary, Music and Society: The Politics of Composition, Performance, and Reception (2001), p. 174.
It pays to advertise! Advertisements 1920s Dorothy L. Sayers for S.H. Benson's Mitzi Brunsdale, Dorothy L. Sayers (1990), p. 94.
It takes a licking and keeps on ticking. Timex Corporation 1956 William Harley Davidson, José R. De la Torre, Managing the Global Corporation: Case Studies in Strategy and Management (1989), p. 21.
It takes a tough man to make a tender chicken. Perdue 1972 Scali, McCabe & Sloves Robert F. Hartley, Marketing Successes, Historical to Present Day: What We Can Learn (1985), p. 171.
Ivory Soap - 9944/100% Pure. Ivory Soap 1882 Unknown employee of Procter & Gamble Julian Lewis Watkins, The 100 Greatest Advertisements: Who Wrote Them and What They Did‎ (1959), p. 7.
Just Do It. Nike 1988 Wieden & Kennedy Robert Goldman, Stephen Papson, Nike Culture: the Sign of the Swoosh‎ (1998), p. 19; authorship attributed to Wieden & Kennedy in Communication Arts (1988), p. 151.
Like a good neighbor, State Farm is there. State Farm Insurance 1971 DDB Worldwide Richard Jackson Harris, A Cognitive Psychology of Mass Communication‎ (2004), p. 100.
M'm! M'm! Good! Campbell's Soup 1931 James R. Gregory, The Best of Branding: Best Practices in Corporate Building (2004), p. 84.
Maybe she's born with it. Maybe it's Maybelline. Maybelline 1991 Robin Andersen, Jonathan Gray, Battleground: The Media‎ (2008), p. 7.
Melts in your mouth, not in your hands. M&Ms 1954 Joël Glenn Brenner, The Emperors of Chocolate: Inside the Secret World of Hershey and Mars, (1999), p. 172.
Nobody can do it like McDonald's can. McDonald's 1979 Richard Lederer, Richard Dowis, The Write Way: The Spell Guide to Good Grammar and Usage (1995), p. 202.
Nothing outlasts the Energizer. It keeps going and going and going. Energizer batteries Robert Goldman, Stephen Papson, Sign Wars: The Cluttered Landscape of Advertising‎ (1996), p. 45.
Obey your thirst. Sprite Robert Goldman, Stephen Papson, Sign Wars: The Cluttered Landscape of Advertising (1996), p. 263.
Oh, what a feeling! Toyota 1979 Donna Jean Umiker-Sebeok, Marketing and Semiotics: New Directions in the Study of Signs For Sale (1987), p. 524.
Once you go Mac, you'll never go back. Apple Inc. David A. LaBonte, Shiny Objects Marketing: Using Simple Human Instincts to Make Your Brand Irresistable (2009), p. 120.
Pork. The Other White Meat. National Pork Board 1987 Bozell, Jacobs, Kenyon & Eckhardt Philip H. Dougherty, "ADVERTISING; Dressing Pork for Success", The New York Times (January 15, 1987).
Probably the best lager in the world. Carlsberg 1973 Saatchi & Saatchi

Jack S. Blocker, David M. Fahey, Ian R. Tyrrell, Alcohol and Temperance in Modern History: An International Encyclopedia (2003), p. 140.

Put a tiger in your tank. Esso/Exxon Brian Ash, Tiger in Your Tank: The Anatomy of an Advertising Campaign (1969), p. 60.
So easy a caveman can do it. GEICO Laura Lowell, 42 Rules of Marketing (2007), p. 21.
Sometimes you feel like a nut, sometimes you don't. Peter Paul Almond Joy & Peter Paul Mounds 1953 Dancer-Fitzgerald-Sample Linda K. Fuller, Frank Hoffmann, Beulah B Ramirez, Chocolate Fads, Folklore & Fantasies: 1,000+ Chunks of Chocolate Information (1994), p. 60.
Taking Care of Business. Office Depot Arthur A. Winters, Peggy Fincher Winters, Carole Paul, Brandstand: Strategies for Retail Brand Building (2003), p. 148.
There's always room for Jell-O. Jell-O Frances Lareau, My Polish-American Mother (2011), p. 185.
The lion leaps from strength to strength. Peugeot 1980s J. Jonathan Gabay, Gabay's Copywriters' Compendium: The Definitive Creative Writer's Guide (2006), p. 602.
The pause that refreshes. Coca-Cola 1929 D'Arcy Co. Edward Collins Bursk, The world of business‎ (1962), p. 335.
The world's local bank. HSBC Philip Kotler, Waldemar Pfoertsch, Ines Michi, B2B Brand Management (2006), p. 102.
There is no spit in Cremo! Cremo cigars by American Tobacco 1929 Radio campaign on the new Columbia Broadcasting Service (CBS); cited in Erik Barnouw, The Sponsor: Notes On a Modern Potentate, Oxford University Press, 1978, page 25, ISBN 0-19-502614-4.
We do it all for you. McDonald's 1975 Robert Goldman, Reading Ads Socially (1992), p. 97
We drink all we can. The rest we sell. Utica Club 1965 Doyle Dane Bernbach Art Direction‎ (1967), p. 133.
We love to see you smile. McDonald's 2000 DDB Chicago, an affiliate of DDB Worldwide Howard Cannon, Brian Tarcy, The Complete Idiot's Guide to Starting Your Own Restaurant (2001), p. 138; Thomas Riggs, Encyclopedia of Major Marketing Campaigns: Volume 2 (2006), p. 967-970.
What would you do for a Klondike bar? Isaly Dairy Company's Klondike bar 1984 Dwain Neilson Esmond, Can You Hear Me Now?: Young Adult Devotional (2004), p. 140.
When it absolutely, positively, has to be there overnight. Federal Express 1982 Ally & Gargano Steve Cone, Powerlines: Words That Sell Brands, Grip Fans, and Sometimes Change History‎ (2008), p. 136.
With a name like Smuckers... it has to be good. Smuckers Cynthia S. Smith, Step-by-step Advertising (1984), p. 74.
You can do it. We can help. The Home Depot 1993 Chris Roush, Inside Home Depot: How One Company Revolutionized an Industry Through the Relentless Pursuit of Growth. (1999), p. 130.
You can't top the copper top. Duracell Marcel Danesi, Why it Sells: Decoding the Meanings of Brand Names, Logos, Ads, and Other Marketing and Advertising Ploys (2008), p. 104.
You deserve a break today. McDonald's 1971 Needham, Harper & Steers Steve Cone, Powerlines: Words That Sell Brands, Grip Fans, and Sometimes Change History‎ (2008), p. 136.
You're in good hands with Allstate. Allstate Sidney J. Levy, Dennis W. Rook, Brands, Consumers, Symbols, & Research: Sidney J. Levy on Marketing (1999), p. 15.
You got peanut butter in my chocolate!
You got chocolate in my peanut butter!
(Voiceover) Two great tastes that taste great together.
Reese's Peanut Butter Cups 1970 Andrew Hargadon, How Breakthroughs Happen: The Surprising Truth about how Companies Innovate‎ (2003), p. 56; reported in part in Andrew F. Smith, Encyclopedia of Junk Food and Fast Food‎ (2006), p. 228 (specifying date and attributing authorship to Ogilvy & Mather).

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