In trying to make a noise in the business world, a catchy slogan or tagline is a must. An effective tagline, if you will, does not only become a part of the brand’s identity, it becomes the brand itself. Either in a form of a jingle or a two-word phrase, I believe we all have been victimized by one.
However, these memorable chants and catchphrases are not just pure words stuck together. A dark history or a part of social revolution, these slogans sure have tales and inspirations on how they came about.
So, here are the stories of five famous slogans that helped shaped their brand’s identity:
- Nike: “Just Do It”
Arguably called the “best tagline of the 20th century” with its passive but effective approach, “Just Do It” can’t quite fit to dark origin. But it does. This slogan was a modified version of the last words of Gary Gilmore, a convicted murderer from Portland. Asked for his last words by the firing squad, he casually blurted “Let’s do it.”
Dan Wieden, co-founder of Nike’s advertising agency, was the brains behind the modification. Though the other co-founder was skeptical about it, Dan assured him that it would work. And it sure did.
- KitKat Chocolate: “Have a break, have a KitKat”
You can take this slogan literally and figuratively. We all know KitKat chocolate bars are designed to be broken into two long bars. However, it can also refer to the willingness of the product to be the perfect companion in taking a break from work, school, and basically anything else.
- Coca-Cola: “Taste the Feeling”
From its award-winning “Open Happiness” campaign, Coca-Cola renewed its universal branding to “Taste the Feeling” early last year. In a statement, Coca-Cola said the new tagline “will bring to life the idea that drinking a Coca-Cola is a simple pleasure that makes everyday moments more special.”
True to their goal, sipping a can ignite the goal of a “universal storytelling” that will reflect both the functional and emotional of the Coca-Cola experience.
- L’Oréal: “Because You’re Worth It”
Loreal’s slogan, formulated by the brand’s copywriter Ilon Specht, was part of the onset of social revolution for feminism in the 1970s. In their fight to make women feel their worth, their campaign focused on making them feel their utmost abilities and power, thus using the slogan as a part of their social fabric.
In their website, it was stated “’Because I’m Worth It’ was on message in 1973, and today we know that an astonishing 80% of women recognize and respond to this positive phrase and powerful sentiment.”
- SM Supermalls: “We’ve got it all for you!” and “Everything’s Here”
Owned by the richest man in the country, SM Supermalls evolved from its initial business of selling shoes to selling basically everything. This pretty much gives validation to its slogan of offering all things from restaurants, to fashion chains, to shoe shops, to houseware, and furniture. SM truly lives up to its slogan!
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