Iconic Slogans that have withstood the test of time

If you’ve ever caught yourself saying, “What happens in Vegas, stays in Vegas”, you’ve fallen victim to the power of a good slogan.

The Las Vegas Convention and Visitors Authority coined the slogan, “What happens here, stays here”, and some variation of that has stuck with the general public ever since. 

The ‘right’ slogan can be etched into our memory for years, but difficult to convey a brand message in so few words. Let’s delve into the most iconic slogans and what made them withstand the test of time. 

Taco Bell – Think Outside The Bun (2002)

This slogan puts a twist on the classic “think outside the box” phrase. It urges consumers to look past hamburgers, hotdogs, and sandwiches… and opt for a taco shell or wrap at Taco Bell. The brilliance of this slogan lies in its clear message. While it’s great to be creative or make your audience stop for a second to digest your message, brands should avoid making their audience decode the meaning – unless, of course, you are Taylor Swift. Otherwise, no one will “get it”, let alone remember it. 

Red Bull – Red Bull Gives You Wings (1997)

Red Bull’s slogan helped them stay relevant for decades. They branded themselves in a way that empowered athletes, daredevils, and adventurous personalities to push boundaries, and achieve the inconceivable, under their wing – as Red Bull extreme Athletes, all while staying fueled with their energy drink. The slogan likely informed their strategy, helping to scale their brand from a product to a whole community by widening the funnel and connecting their initiatives back to the brand. 

Dollar Shave Club – Shave Time, Shave Money (2015)

Dollar Shave Club incorporated part of their brand name in their slogan. As a subscription-based razor company, this slogan instantly reminds consumers of the convenience of their service, “shaving” them a trip to the store every time they need to purchase a razor. A brand wants to be remembered for what they sell and (if applicable) how affordable they are, and this slogan nailed both. 

Bounty – The Quicker Picker Upper (1957)

Giving paper towels a personality isn’t easy, but Bounty’s slogan helped them find a clever, cutesy, and informative way to convey the absorbency and convenience of their product. Picking apart the slogan and diving into the semantics of it, it’s evident that their advertising team utilized a literary device called a “consonance”, which employs recurring similar sounds. This technique transforms an otherwise bland product into a catchy, bouncy essence that sticks. 

KitKat – Have a Break, Have a KitKat (1958)

KitKat’s slogan has been stuck in our heads since it first came out in 1958, thanks to its clever double entendre. At the time, the chocolate bar made a great snack for work breaks. But that’s not all, the word “break” also refers to the way the KitKat bar is designed to be split in half before eating. This dual meaning helped create a memorable connection in consumers’ minds.

L’Oreal – Because You’re Worth it (1973)

As the very first advertising slogan to be written from a woman’s perspective, L’Oreal’s slogan was revolutionary for its time. Over time, the phrase evolved to “because you’re worth it.” Nonetheless, it gave a new meaning to makeup, moving beyond the male gaze, to focus on making women feel worthy and confident within themselves. 

Capital One – What’s in Your Wallet? (2000)

How will you pay for that? And do you need to finance it? Capital One’s slogan prompts individuals to consider the financial resources, tools, and support that they might need. This slogan helped Capital One position itself as a credit card and banking service that can assist you in paying for what you want and need. 

Nike – Just Do It (1988)

Nike’s slogan tells a story with endless chapters, motivating consumers, athletes and the rest of society to keep pushing regardless of the obstacles that stand in their way. Similar to Red Bull, Nike evolved from an athletic apparel and footwear brand into a community. This type of slogan will never get old, because there will always be another inspirational story to accompany it. 

Never underestimate the power of using literary devices in a slogan or tagline. Now that you’ve read some of the best slogans of all time, it’s time to create one for your own business. What are you waiting for? As Nike would say, ‘’Just do it!’. 

Jackie Marson | Contributing Writer

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