After a generation of “Live, laugh, love” and YOLO, it’s no wonder Gen Z finds tagline advertising a bit “cheugy.” However, slogans aren’t dead—they just transcended brand campaigns and now power global ideological movements. Strong slogans like “Birds Aren’t Real” to “cancel culture” have not only become part of our daily lexicon, and every repetition can shape the world for better or for worse.
While “Got Milk?” may not have the same influence in 2022 as it did in the nineties, the idea behind it is as timeless as ever: Slogans are a powerful linguistic tool to help log your brand into the collective memory and establish brand positioning. Here, we explore the catchiest of slogans, why they work and help you come up with one of your own.
Tip: Another way to catch attention is with a professional-looking logo—make yours easy with a free logo maker.
What is a slogan?
If your logo design is your business in image form, your slogan is your business in word form. You might say a slogan sums up your brand’s mission statement. It should be short, catchy and most of all memorable.
Good slogans share these characteristics:
Concise: Humans have short attention spans, so keep your slogan concise to improve the chances that people will remember it. A good slogan should be less than five words, maximum eight. Obviously, there’s flexibility based on your industry or business, but a succinct slogan will stick in your audience’s mind.
Meaningful: Slogans serve to reinforce and emphasize your brand identity. They must carry meaning and serve a purpose in your branding efforts. Simply throwing together a string of empty words or using generic or vague phrases won’t positively shape your brand perception.
Timeless: Slogans, like logos, need to evolve with your brand. Keep your slogan timeless to ensure longevity. Avoid overly trendy language, slang or any other words or phrases that may not age well. If you decide to rebrand, consider an updated slogan, too. For example, Coca-Cola has created countless slogans over time and even has a Wikipedia page cataloging the various iterations.
Targeted: Always remember your target audience. This will help shape the specific language you use in your slogan. In addition, pay attention to words that carry different meanings in different languages. This is true not just for slogans, but also for how to choose a brand name. For example, Wix in German has a less desirable meaning, but the company has found a few creative ways to poke fun at this blunder, including this latest ad campaign.
Rhymes: The rhyme-as-reason effect is a cognitive bias where people believe statements that contain a rhyme, compared to statements that don’t. Using this idea in your slogan can deliver a more impactful message. For example, Dollar Shave Club’s “Shave time, shave money,” or Bounty Paper Towel’s “The quicker picker upper,” are catchy, easy-to-recall and effectively reinforce their brand message. Pay attention to cadence, too. You may even consider adding a tune to your slogan, as music can help trigger positive association and brand recall.
Evokes emotion: Good branding uses emotion to connect consumers and products. A slogan can authentically set a mood, inspire confidence or evoke prospective customers. Perhaps one of the most iconic examples is from none other than Don Draper, the charismatic and convincing advertising genius from Mad Men. His “Kodak Carousel” ad pitch pulls on the heart strings of the brand execs and goes down in history as one of the best (fictional) pitches of all time.
Catchy slogan examples we love
01. Maybelline - “Maybe she’s born with it. Maybe it’s Maybelline”
Whether you wear makeup or not, there’s a good chance you recognize Maybelline’s slogan. After watching his sister mix Vaseline with coal dust and apply it to her eyelashes, 19-year-old Thomas Lyle Williams Williams set out to create his own “eye beautifier” in 1915. Since then, Maybelline’s brand has withstood the test of time, remaining relevant even as the aspirational beauty shift forced many cosmetic companies to rethink their brand strategies. Maybelline keeps the brand’s core identity, audience and price point in focus, continually re-imagining existing products or releasing new ones. For example, their latest Curl Bounce Mascara, designed for Gen Z after the success of their Sky High Mascara going viral on TikTok.
02. Taco Bell - “Live Más”
When you think of Taco Bell, you may still remember their previous slogan, “Think outside the bun,” and instantly salivate at the thought of a Crunchwrap Supreme. Or maybe you have fond memories of Gidget, the Taco Bell chihuahua who rose to iconic heights in the ‘90s. Younger folk will recognize their current slogan Live Más (Live More), which the brand rolled out in 2012.
The new iteration emphasizes the brand’s core values and philosophy. For example, the Live Más Scholarship has awarded $114 million in education grants and scholarships and their Feed The Beat program provides fans access to sports, gaming and new music. Taco Bell also continuously updates their menu items based on their customers' wants and needs. Take their Frito-Lay collab of fan-fav Doritos Locos Tacos or their range of menu items tailored to health conscious and even vegan eaters. The company’s rebrand even sparked a community of committed Taco Bell fans who created Living Mas, a hub of news and limited offers (and it happens to be built on Wix). It’s no surprise Taco Bell is considered one of the most innovative franchises and the unofficial go-to late night snack or hangover cure.
03. Fenty Beauty - “Beauty for all”
Rooted in inclusivity and designed for a range of skin tones, Fenty Beauty’s slogan unpretentiously claims “Beauty for all”. Included in Allure’s foundation roundup for 2022, Fenty’s Pro Filt'r Soft Matte Longwear Liquid Foundation is considered one of the best “oil-free foundations that shook up the industry,” proving that the brand continually shows up for their fans. If you haven’t seen the viral images of pregnant Rihanna sparking a new movement of maternity style and confidence—and a new collection of Rihanna memes—it’s obvious why the founder and pop-star’s beauty brand is so successful.
04. Gillette - “The best a man can get”
Hipster beards and mustache trends may come and go, but Gillette razors—a staple in the grooming industry since 1901—are here to stay. In fact, brand founder King Camp Gillette is responsible for the invention of disposable razors, completely disrupting the industry and revolutionizing shaving. The current slogan, “The best a man can get” was first debuted during the 1989 Super Bowl and has endured for 30+ years. While Gillette’s brand voice has evolved over the years, the core of their messaging still rings true in this slogan. Back in 2019, Gillette had a (then) groundbreaking campaign showing a man teaching his transgender son to shave, and unveiled a “We believe men” ad attempting to add to the # metoo movement conversation, which received major backlash. Despite a few missteps along the way, the brand continues to grow, paying attention to their target audience, remaining relevant and on the cutting edge.
05. SPANX - “Don't worry, we’ve got your butt covered”
Before SKIMS, SPANX was one of the OG, game-changing products that literally shaped the shapewear industry. Besides being a female-centric business that promotes women empowerment, SPANX also got our attention in 2021 when brand founder Sara Blakely surprised each of her employees with a free trip, plus an extra $10k for splurging while traveling. Fun fact: in 2012, Sara was named the youngest self-made billionaire by Forbes. The brand’s playful slogan works in both the literal sense, and the deeper, more profound foundation of the company—a brand for women, by women (and they’ve got us covered).
06. Duolingo - "Learn Languages Free"
As a platform built upon diversity and multilingual users, Duolingo’s slogan is concise and easy to remember, effectively building trust and reinforcing what that the brand helps its users do. The language app known for its viral TikTok presence, relatable “unhinged content” and their latest ploy, an April Fool’s prank poking at the frequency of app notifications and the Duolingo owl memes, continues to shape their brand perception through creative and relevant content, while also forging a global community of committed language learners.
07. Hippeas - "Give peas a chance"
Evoking a groovy ‘70s crunchy cool vibe, Hippeas slogan, “Give peas a chance” is intrinsically linked to the anti-war song “Give Peace a Chance.” Originally released in ‘69 by John Lennon and Yoko Ono, the song has not only endured, but still finds relevance even in 2022 as a symbol of peace. And with the emerging trend of healthy snacks endorsed by celebs like the Jonas Brothers supported cha or Gal Gadot’s latest endeavor, Goodles, Hippeas perfectly combine trendy/healthy/cool—and their own peaceful symbol. Backed by none other than Leo DiCaprio, the snack brand received a major investment back in 2017, and the rest is history. From Erewhon to Walmart, Hippeas are delightfully addictive and readily available. Paired together with Hippeas quirky visual identity and the ethical product that is protein packed and baked (not fried), Hippeas slogan highlights the power of the small but mighty (chick) pea.
08. Las Vegas - “Whatever happens here, stays here”
Surprisingly, Las Vegas actually updated their slogan in 2020 to “What happens here, only happens here.” For the purposes of our list, however, we’ll stick to highlighting the original slogan, one of the most influential of all time. Whether you’ve been to Las Vegas or not, “Whatever happens here, stays here” has been conjuring up thoughts of ‘anything goes’ freedom since it was originally crafted in 1998 by Mark E. Brown of R&R Partners. This slogan was created to sell what the Sin City offers: Casinos, shows, buffets, and spending too much. One of the longest standing and most successful slogans, the campaign “taps into a fundamental truth about human behavior and aligns with the core of the Vegas brand.” Most impressively, it still rings true since its initial reception, serving as an almost anthem-like mantra for the city’s 42+ million annual visitors, including Kravis (Kourtney Kardashian and Travis Barker) who just tied the knot in classic Vegas fashion, with Elvis and all.
09. Nike - “Just do it”
Nike’s popular slogan, “Just Do It” demands action. The sportswear brand identity inspires motivation and a ‘keep on moving’ attitude. However, the creation of the slogan was inspired by a rather twisted story. Gary Gilmore, a murderer, uttered ‘let’s do it’ as his last words before being executed. That final phrase inspired advertising executive Dan Weiden to come up with Nike’s now world famous slogan. What’s that saying? Inspiration is all around us—why, yes, it is.
10. De Beers - “A Diamond Is Forever”
You know the slogan, but do you know the story behind it? Following the Great Depression, diamond sales were at an all-time low. So in 1938, jeweler De Beers hired N.W. Ayer, an advertising agency, to skew diamonds as a solid investment rather than ostentatious adornment. Thus, “A diamond is forever” was born, forever emotionally linking the diamond with the promise of eternal love.
While it may have all been a marketing ploy, it is one of the most impactful of all time. De Beers continues to be a rock in the industry—and the slogan still drives the company’s vision, now shifting to focusing on sustainability, environmental and social challenges. As Katie Fergusson, head of social impact, puts it, “We’re now in a climate crisis. Inequality is rising. The expectations of businesses and brands to really play a strong role on these issues and set ambitious targets has really increased.”
11. Skittles - “Taste the rainbow”
While the colorful candies came about in 1974, it wasn’t until 1994 that the famous slogan “Taste the Rainbow'' was born. It’s one of the longest-running advertising campaigns ever. The slogan accurately depicts their product (the candy itself comes in a variety of fun colors, just like a rainbow) and perfectly ties in with the playful candy’s branding assets, including the bright rainbow on every package. Named one of i, Skittles is also a symbol in the LGBTQIA+ community. Each June, during pride month, the brand unveils its annual “pride pack”, a colorless package meant to highlight # OneRainbow matters. This campaign just launched in the Australian market in March 2022, amidst the country’s proposals to amend the Religious Discrimination Bill.
12. Mastercard - “For everything else, there’s Mastercard”
While it’s evolved over the years, Mastercard’s “Priceless” campaign has some of the best ads around for any financial institution. Created in 1997, they run the gamut of cute, funny, and touching. While every ad has the same setup, they are hard to get bored of. The ads start by listing the prices of everyday items, all within the same theme or category of the ad. The last of the list is a “priceless” moment, ending the ad by saying “There are some things that money can’t buy. For everything else, there’s Mastercard.”
Mastercard even created Priceless, a hub of experiences and deals—everything from culinary lessons and art tours to celebrity encounters—available exclusively to Mastercard holders to punch up the brand messaging in an authentic way. In addition, Mastercard unveiled its True Name campaign, which they marketed with the same language, “Using your true name is priceless” in order to empower transgender and non-binary customers to have a credit card with their chosen name.
13. Alo Yoga - “Studio-to-Street”
One of the most contested, love-to-hate fashion trends of all time—leggings as fashion—may never be completely socially acceptable to all, but for the most part the athleisure is here to stay. While the term was first used in 1979, the trend really gained traction in the early 2000s and continues to rule fashion today. Alo Yoga came onto the scene in 2007 and quickly capitalized on this growing style, marketing a line of functional, fashionable yoga apparel. Today, photogs consistently capture celebs like Gigi Hadid and Hailey Baldwin wearing Alo leggings on the street, making the brand a must-have closet item for any fashionista or yogi. The brand’s slogan—studio-to-street—effortlessly encourages the idea that Alo wears great everywhere.
14. The North Face - "Never Stop Exploring"
The North Face has worked continuously to establish a presence as one of the best outdoor brands in performance and style, committed to continuous sustainable growth and exploration. The North Face’s mantra, “Never stop exploring,” cleverly and powerfully encapsulates not only the brand’s internal efforts to evolve, but also how it also simultaneously inspires its consumers. With gormcore becoming one of 2022’s hottest trends, The North Face is perfectly on point in their recently launched collaboration with Gucci, an advertising campaign starring viral TikTok trainspotter Francis Bourgeois or their 2022 collaboration with Supreme. The iconic outdoor brand also unveiled its ro, which highlights a new generation of outdoor enthusiasts.
15. Rice Krispies - "Snap, crackle, pop"
One of the best catchy slogan examples of all time, Rice Krispies effectively created beloved mascots to bring this one to life. Predominantly targeted towards children, the Kellogg’s cereal brilliantly used an onomatopoeia to describe the sound the cereal makes, and matching animated characters for each one. According to Rice Krispie’s story and timeline, “artist Vernon Grant created the characters Snap™, Crackle™ and Pop™, [inspired by a radio commercial].” After many iterations and updates, the cherished trio even had a 2020 musical single Snap™, Crackle™ and Pop™ video. The cereal stays relevant and timely, loved by children and grown-ups alike, including the iconic Rice Krispie treats recipe.
16. New York City - "I ❤️ NY"
Found on T-shirts, shot glasses, posters, the ‘I ❤️ NY’ slogan has been around since the late ‘70s but still remains insanely popular today. The story goes that Deputy Commissioner of the New York State Department of Commerce, William S. Doyle hired ad agency Wells Rich Greene and graphic designer, Milton Glaser for a campaign to increase tourism in then crime-ridden New York City. Today, as part of Mayor Adams' “Rebuild, Renew, Reinvent: A Blueprint for New York City's Economic Recovery, the city has launched a new campaign ‘Get Local NYC’. The new campaign ask visitors to ‘Bronx Like a New Yorker,’ ‘Brooklyn Like a New Yorker,’ ‘Manhattan Like a New Yorker,’ ‘Queens Like a New Yorker,’ and ‘Staten Island Like a New Yorker,’ all in an effort to reignite tourism and support small businesses as the city emerges from the COVID-19 pandemic. Even with this new branding effort, Glaser’s final drawing will always be near and dear to our ❤️ and live on as one of the best logos to forever define the city that never sleeps.
Slogans vs taglines
Slogans encapsulate the essence of a brand, while taglines reinforce the brand message or highlight a specific benefit. Taglines don't tell your customers what your business does. Instead, they narrow in on a certain feature or aspect. For example, a restaurant might create a tagline around a certain menu item rather than advertising all the food it has to offer.
Slogans are typically used in advertising and marketing campaigns to impart the company's mission. They are often memorable and catchy, as well as designed to sell an item or raise awareness about the overall brand. Taglines, meanwhile, are commonly placed alongside a logo or brand name to call to mind an image of the brand. They are often shorter and more indirect than slogans, and companies usually don't use them to sell an item. For example, Apple's tagline "Think different" is designed to position Apple as a brand that is innovative and different from the competition, not to sell a specific type of iPhone.
Tips to craft your own catchy slogan
Now that we’ve covered some catchy slogan examples from existing brands, it’s time to craft your own. Here are a few helpful tips:
Keep it simple: We’ve all heard the adage KISS (keep it simple, stupid), an almost slogan-like saying unto itself, and it is an important one to remember. Your slogan should be concise and quick. Don’t overthink it and stay true to your brand values. Pull ideas from your brand manifesto and brand story.
Consider your logo: Oftentimes, slogans and logos go hand-in-hand. If you’re planning to integrate your slogan into your design, keep this in mind from the beginning. Think about how the text can compliment your logo design in terms of spacing, and overall composition. Make sure it doesn’t overpower your logo, these two elements must compliment each other. In some cases, like “I Love New York,” it serves as both the official state slogan and logo, becoming one ubiquitous symbol.
Choose your words wisely: You’ve only got a short time to grab prospective customers' attention, so what you say must be impactful and attention grabbing. Avoid overused phrases or clichés, and don’t just say something for the sake of saying it. Get to the point, quick.
It can stand alone: A good slogan should be clear and immediately tell your audience what your business does, without the need for any additional information. In some cases, brands opt for just a slogan, like Italian luxury fashion house Bottega Veneta that’s been gen for a while now.
Test it out: Take note from Reebok’s “Cheat on your girlfriend, not on your workout” campaign and test out your slogan in advance. Like most of your branding assets, it’s important to do a trial run in order to catch any mistakes. For example, hearing others say your slogan can help you gauge the tone, the message, the way it rolls off the tongue and if it truly aligns with your business.