Famous Commercial Slogans
Big names in business seek help from creative brains working in the advertising
industry, so that they can have smart catch phrases for promoting their business. Here
is a categorical list of the very famous commercial slogans by different companies
around the world.
The world of technology and engineering has never escaped from advertising
campaigns. To rise above the fierce business competition in the field, advertisers of
many a multinationals have been coming up with creative slogans. Let us go through
some of the famous ones.

Information Driven - Oracle

Welcome to the Human Network - Cisco Systems

Do you… Yahoo!? - Yahoo

Where do you want to go today? - Microsoft

High Performance, Delivered - Accenture

Intel Inside - Intel

The World’s Online Market Place - eBay. "Buy it, Sell it,
Love it" was another very famous slogan by eBay.

Let’s make things better - Philips. Their slogan that said,
"Sense and Simplicity" was also very famous.

Life’s Good - LG

Like.no.other - Sony

Imagination at Work - General Electric (GE)

Before the release of Macintosh, Apple Computer
campaigned saying, "On January 24th, Apple Computer
will introduce Macintosh. And you’ll see why 1984 won’t
be like 1984". "Think outside the box" and "Think
Different" and "Power is Macintosh" have been some of
Apple’s other famous slogans.

Everything we do is driven by you - Ford

The car in front is a Toyota - Toyota. "The Best Built Cars
in the World" and "Moving you forward" were other
famous slogans by Toyota.
Here is a list of slogans from the telecom world. Take a look!

Connecting people - Nokia

Hello Moto - Motorola

Express Yourself - Airtel Cellular Service India

An Idea can change your life - Idea Cellular India
How can the world of fashion remain away from creative advertising? Take a look at the
slogans used by some famous names in the world of fashion and beauty.

I am what I am - Reebok

Just Do it - Nike, Inc

Impossible is Nothing - Adidas

Because you are worth it - L’Oreal Cosmetics

A diamond is forever - De Beers
The food industry has always been in the forefront when it was about advertising. Look
at some catchy slogans that the giants in the food and drink industry have used to get
the food-lovers drooling.

McDonald's came up with a slogan that said, "I’m lovin’
it". It became hugely popular with the lovers of
McDonald's burgers and fries. They advertised their
Happy Meal with a slogan, "Put a smile on". It really
brought a million smiles on the faces of children around
the world.

Keep Walking - Johny Walker

The King of Good Times - United Breweries

Coffee at its Best - Nescafe

Coca Cola came up with a variety of slogans and
introduced revised slogans with the passing years.
"Always Coca Cola" was one of the earliest slogans used
by Coca Cola. When they brought the Diet Coke to the
market, they campaigned it with the slogan, "Just for the
taste of it…Diet Coke". With a simple slogan that said,
"Enjoy", Coca Cola drove the youngsters crazy.
Most Popular Advertising Slogans
To influence consumer habits of purchasing products, advertisers come up with
slogans. In the history of advertising, there have been innumerable products, but not all
become brands. Those, that attain a permanent place in the hearts and minds of the
consumer, turn out to be the legendary brands. Read more on famous commercial
slogans.
Some of those brands have been mentioned below with their most popular ad slogans...
Brands
Advertising Slogan
Kentucky Fried Chicken Finger lickin' good
McDonald’s
Good times. Great taste
Nokia
Connecting People
Adidas
Impossible is nothing
Nike
Just do it
Master Card
There are some things money can’t buy. For everything else,
there’s Master Card
Jollibee
Langhap Sarap
American Express
Don’t leave home without it
Levi’s
Quality never goes out of style
Johnny Walker
Keep Moving
Heineken
It can only be Heineken
Kit Kat
Have a break. Have a Kit Kat
Folger’s Coffee
The best part of waking up is Folgers’s in your cup
Pepsi-Cola
The choice of a new generation
Cola Cola
It’s the real thing
San Miguel Beer
Mag Beer Muna Tayo (Let’s have a beer first)
Seven-Up
The Uncola / 7-Up. The difference is clear
American Airlines
Rest, Keep warm and drink liquids / Doing what we do best /
Fly the American way
AT & T (American
Telephone and
Reach out and touch someone
Telegraph)
Apple Computers
The power to be your best / Think different
BMW
The ultimate driving machine
Bank of America
Think what we can do for you
Benetton
The united colors of Benetton
British Airways
The World's Favorite Airline / We'll take more care of you
British Telecom (BT)
It's for Yoo-hoo / It's good to talk / Make someone happy with a
phone call
Brooke Bond
Spend wisely-save wisely
Brylcreem
A little dab'll do ya
Budweiser Beer
Burger King
When you say Budweiser, you've said it all / The genuine
article / The king of beers / Where there's life, there is Bud
Have it your way / We do it your way / Burger King-the home of
the whooper / It takes two hands to hold a whooper
Cadbury's dairy Milk
Award yourself the CDM / A glass and a half in every half
Chocolate
pound
Canon
See what we mean
Castrol Motor Oil
Castrol liquid engineering
Chevrolet
Cisco
Colgate Toothpaste
See the USA in a Chevrolet / The road isn't built that can make
it breathe hard! / Eye it-Try it- Buy it!
Empowering the Internet Generation
It cleans your breath while it cleans your teeth / The Colgate
ring of confidence
Compaq
Has it changed your life yet?
Wall Street Journal
The daily diary of American Dream
Wagon Wheels
It's so big, you've gotta grin to get it
Volkswagen
If gas pains persist, try Volkswagen / Small Wonder / Think
Small
Visa Credit Card
Visa- It's everywhere you want it to be
United States Army
Be all that you can be / Some of our best men are women
UPS
Moving at the speed of business
Toyota
I love what you do for me- Toyota! / Oh what a feeling
Toshiba
Ello, Tosh, Got as Toshiba?
The Times
Top people take the times / When the time speaks, the World
listens / Have you ever wished you were better informed
Tide Washing Powder
If It's got to be clean, it's got to be tide
Sun Microsystems
We put the . in dot.com
Sprite
Obey your thirst
Rolls Royce
At sixty miles an hour the loudest noise in the new Rolls Royce
comes from the electric clock
Red Cross
The greatest tragedy is indifference
John Player's & Sons
Player's Please
Phillips
Let's make things better / Simply years ahead
Cleanliness is next to Godliness / How do you spell soap? Why
Pears' Soap
P-E-A-R-S, of course / Preparing to be a beautiful lady / Since
when I have used no other
Panasonic
Pampers
Just slightly ahead of our time
Give your baby something you never had as a baby: a drier
bottom
Palmolive Soap
Keep that school girl complexion
Microsoft
Where do you want to go today?
Marlboro Cigarettes
Come to Marlboro country / Come to where the flavor is
Jaguar
Don't dream it. Drive it! / Grace...space...pace
Intel
Intel inside / Sponsors of tomorrow
IBM
Computers help people help people / Solutions for a small
planet / I think therefore I'm
Dell
Easy as Dell
Lee
The jeans that built America
Motorola
Hello Motto
Slogan
"A forceful, catchy, mind-grabbing utterance which will rally people to buy something or
behave in a certain way." (Crystal 180). A slogan is a noun, usually repeated and
persuasive that creates a memorable catch phrase, motto, or jingle, that expresses a
particular aim or concept. A concept that you want to stick in your audience’s mind like
glue to paper.A slogan is a memorable motto or phrase used in a political, commercial
gago and other contexts as a repetitive expression of an idea or purpose.It is created
and used in life , career and business.It is easy to remember. It is used by copy writers
continuously for the sake of establishing it. It creates an of repetition. It gives an identity
to the company or to its products. Slogan is a part of an advertisement copy.
What makes a slogan memorable? Brevity is first in line -- normally 10 words or less.
Rhythm is the only exception to brevity. Rhythm is easier to create if there is an
association to the receiver’s past -- like a particular jingle on TV during their teen years
for those now in their 50s. I still hold one from a TV ad long ago, "Winston tastes good
like a cigarette should." And I never smoked.
What are the benefits for using slogans? Brevity, as mentioned earlier, meets the
requirements of today’s fast pace. Slogans also influence decisions, persuade, and add
credibility. Our brains are like filing cabinets. A slogan makes it easier to file and pull
when needed. For NLPers, neuro-linguistic programming, slogans create anchors.
When people repeat the slogan, then consider it filed.
Types of Slogan

A feature:a uniqueness or difference between a substance, product or object.
Ex: "Write an ebook in 7 days."

A benefit:a result that someone receives. Remember, this saves your time or
money.

A question: thought-provoking methods. "How would you like to be a millionaire
in three years?"

A challenge:a dare. Ex: The Marines, "We are only looking for a few good men."

A structure:a design or collection put together for a single purpose. Ex: "The
Abundance Center holds all the information you will ever need to know on
abundance."
There are seven ways to make a slogan memorable:

Make it exciting.

Be boastful or exaggerated.

Self-referencing.

Metaphorical, playful or humorous.

Inspirational or uplifting.

To trigger painful memories or possibilities.

Use of vivid or freshful language.
Create Life Slogans
Life slogans help energize goals, dreams, and even change beliefs. One of my favorite
slogans gets me jumping out of bed every morning (benefit, self-referencing): "Everyday
begins as a clean new slate, I am free to choose what gets written there." Is there a
slogan that swirls around in your head in the morning? Share it with others -- write a
poem or create a story about it.
Playtime: Create a life slogan, two or three, that get you hopping. Try them out for a day
or two. Measure their energy from 1-10 (10 being highest). Share and ask for feedback.
Do you have children? Create positive slogans that rhythm and trigger action. I don't
recommend negative slogans like, "Last one in, is a rotten egg." Create positive
slogans, "First one in, gets a hug (rhythm and action). This slogan is a little too cute, yet
it makes my point.
Create Career Slogans
Do you belong to Toastmasters or give presentations? Use slogans for the title, then
repeat it in your content along with its meaning, and as the last line. Watch how many
mention its affects afterwards. Create a new one for each speech.
Create interview slogans. Ones that help them remember you. Know the company’s
slogan. Create a slogan that builds on you're your features and benefits of why they
need to hire you. Use it during the interview. You can create one that can use one or
two of the different types: self- referencing, metaphorical or inspirational.
Slogans are powerful enough that people like comedians and actors have developed
entire careers around them. You don't need to be famous to start. Slogans can even
become book titles later on.
Business Slogans
In business slogans are usable for self-introductions, prospective presentations, on web
sites, in e-mail signatures, and even speaking engagements.
Example: You are a coach giving a presentation for a contract with a company for life
coaching or business coaching. Create a slogan for a process or concept on what
applications you will be using. Or give the process an acronym, like S.T.O.P.
[something]. Let the acronym be the start of the slogan. Create one for your
complimentary sessions. You can also create a slogan to share each week with your
clients.
Be creative, use a slogan in each of your sales and marketing processes, change them
frequently if you need to. Sold a contract a year ago with one slogan, create another,
and sell them another contract this year.
Use slogans in article titles, ebooks or books. Sometimes a slogan takes off and
becomes so memorable it becomes the brand for a company. Coke Cola with the
slogan, "The real thing," took themselves to first place in the marketplace with these
three words. Everything afterwards just wasn't the real thing.
Creating a Slogan
Where do you start to build slogan’s? Re-read any of your notes or material. Highlight
phrases that contain high energy. Do you lead teleclasses, like I do? Ask participants at
the end of each call for two or three words of what they are taking away. Whatever they
provide was memorable for them. Hear it multiple times, those are sure slogans. This
also applies to pilot programs you might give. Ask for feedback, they are usually built in
slogans.
Ask, "What do I want people to remember about me and my company?" KISS it -- keep
it simple and short. That is possibly a slogan.
Next, ask, "What do I want them to do?" This is another type of slogan. Yellow pages
had a great one for years, "Let your fingers do the walking."
Another way to create a slogan is to take two phrases that have parallel construction
and place them together with a comma. Ex: Prizefighter Ali, "Float like a butterfly, sting
like a bee."
Features of the Advertising Slogan
A slogan is a form of verbal logo. In a print ad, it usually appears just beneath or beside
the brand name or logo. A slogan sums up what one stand for, one’s specialty, the
benefit, and one’s marketing position, and one’s commitment. It is especially useful to
reinforce one’s identity. A slogan can prove to be more powerful than a logo. People
can remember and recite your slogan while they are unlikely to doodle your logo. It is
more important for your slogan to clearly state what you are about than to be clever, but
if you can accomplish both, all the better. Slogans have two basic purposes: to provide
continuity to a series of ads in a campaign and to reduce an advertising message
strategy to a brief, repeatable and memorable positioning.
The slogan should be used everywhere. Think of it as being attached to one’s name like
a shadow; put it on business cards, printed ads, personal brochures, signs, letters, in
the yellow pages -everywhere one can put it.
The advertising slogan is always short and epigrammatic in nature. It helps to make the
ad more impressive and memorable.So let’s take a look at the stylistic features of these
fabulous slogans to see how it can achieve its aim.
1. At the graphetic level
1.1 Consistent use of initial capitalization.
To achieve an emphatic effect, the ad slogan is just like a headline which uses initial
capitalization to attract more attention or to stress every word it says to impress the
reader.
For example:

Heinz: Beanz Meanz Heinz.

Toyota: I Love What You Do For Me.
1.2 Sometimes full use of capitalization.
Sometimes for the same reason as above, the ad slogan needs to emphasize every
letter it uses or to make the ad slogan look trim and tidy.
For example:

NewsWeek: THE WORLD’S NEWSMAGAZINE.

Oracle: SOFTWARE POWERS THE INTERNET.
2. At the phonological level
2.1 Use of rhymes.
2.1.1 Rhymes with brand name
One of the best techniques for bringing in the brand name is to make the slogan rhyme
with it. An ad slogan is better if it reflects the brand’s personality. By this kind of
rhyming, the brand name is highlighted. The ad slogan is thus highly purposed. It can
differentiate a slogan from others by the brand name and the special rhyming which is
the identity of the slogan.For example

Haig Scotch: Don't be vague. Ask for Haig.

Quavers: The flavour of a Quaver is never known to waver.
2.1.2 Rhymes - brand name mention
A fall-back position is to use a rhyme and mention the brand name without it actually
rhyming. It is not so effective, perhaps, because the brand name is not highlighted. The
slogan is likely to lose its identity, because similar products can use the same ad slogan
with a simple change of the product name.For example :

Viakal: It's the Viakal fizz that does the bizz!

Jaguar : Grace, space, pace.
2.2 Use of alliteration
Alliteration can help the slogans achieve the strong beating rhythm needed to make it
an repeatable sentence. By so doing, the sentences are more slogan-styled. They can
be easily remembered by the audience. Alliteration can also achieve an emphatic effect
of the meaning.For example :

Allied Irish Bank: Britain's best business bank.

Greyhound: Greyhound going great.

Fila: Functional... Fashionable... Formidable...
3. At the lexical level
3.1 Common uses of second person addressee "you", "we","us"
The use of second person addressee "you" tends to shorten the distance between the
product or the producer and consumers, as if the producer or the ad is speaking to you
face to face, making sincere promises, honest recommendations. In so doing, the ad
slogans stand a better chance to move the receiver or customers to action, because the
receiver feels that he is being thought of and taken care of and he is the center point of
the producers.For example:

HYUNDAI: Always there for you.

Nestle Milo: Bring out the champion in you.
The use of first person addresser "we" and "us" is the most direct way to tell the receiver
what the sponsor of an ad slogan stands for, his idea, his view, and his credit. It’s a little
bit like a self-introduction to the potential customers to let them know you, recognize
you, believe you and trust you.For example:


Avis Rent A Car: We try harder.
Fed ex: We live to deliver.
3.2 Use of unqualified comparison
Admen have to abide by the code of commercial practice and stick to the rules of
advertising. They should not advertise their product at the expense of others. So they
resort to unqualified comparison to avoid defaming other products. (XUE
Hangrong,2003:189) They can not say: "Brand X is better than brand Y." Otherwise,
unpleasant lawsuits will inevitably occur. They can say for example:

Coleman footgear: Better choice, better joys.
3.3 Use of "every" "always", etc
These words are often used in ads to indicate the universal application of the product or
to include as many potential customers as possible or to achieve the emphasis of the
product’s utility or the company’s unswerving commitment.For example:

Always Coca-Cola.

Mitsubishi: Technically, everything is possible.
3.4 Use of "no", "none", etc
Negatives tend to be used very sparingly because the purpose of all ad slogans is to
strengthen the positive side. But when negatives do occur, they are usually placed in an
emphatic position to highlight the special the positive side.For example:

Mercedes Benz: The pursuit for perfection has no finish line.

M&Ms melt in your mouth, not in your hand.
3.5 Use of coined words
Coined words are both new and memorable. Coined words are kind of smart words
have a special meaning in the specified context. They can raise the interests of the ad
slogan receivers, make them ponder upon the meaning and marvel at the smart idea of
the admen. By so doing, they recognized the brand.For example :

Louis Vuitton: Epileather.

Burton Menswear: Everywear.

Gordon's & Tonic: Innervigoration.
4. At the syntactic level.
4.1 Use of short simple sentences
The slogan must be short and simple; it can not afford to be complicated and clumsy.
Short simple sentences are easy to remember, while one main aim of an ad slogan is to
be memorable and recited. So short and simple sentences serve advertising slogans
right.For example:

Sumsung Digitall-Everyone is invited.

GE: We bring good things to life.
4.2 Use of everyday sentences
Every day sentences tend to be overly used in day life, but it can be very forceful when
used in an ad slogan. These sentences travel very fast, because anyone can remember
it without any effort. It can just hang upon people’s lips. It’s something popularized
without much publicity.For example:

Nike: Just do it

Nestle: It’s the taste!
4.3 Use of phrases.
Slogans are a kind of special writing form. They can almost do without subjects.
Phrases may be better than if not as good as sentences. All kind of phrases can be put
into use: noun phrase, verb phrase, preposition phrase, adjective phrase, etc. They are
so concise and to the point that they are beyond our power to do any addition or
subtraction.For example:

Apple computer: think different

Malaysia Airlines: Beyond expectation.

Maxwell House: Good to the last drop.
4.4 Use of questions
In ad headlines questions are often used to attract attention by mentioning the matter
that concerns the customers most. They help to arouse the curiosity of the customers
and entice them to read on to find the solution to the problem. Many slogans (also
called themeline or tagline) begin as successful headlines. (Arens, William F. & Bovée,
Courtland L. 1994: p.289) So it is not surprising that the slogan can use questions too
for the same purpose.For example:

Ford: Have you driven a Ford lately?

Volkswagen Polo: R u Polo?
4.5 Use of imperative sentences.
In an ad, the slogan is the last few words said. Although it’s just a few words, the admen
don’t let it go at that. They use every opportunity to exhort the potential customers to
act, to buy and to consume. The slogan is their last battle field to get people moved. It is
not surprising that they would use imperative sentences to make a slogan while this
kind of sentence is the most direct way to achieve the ideal effect.For example:

Express card: Don’t leave home without it.

United Airlines: Life is a journey, travel it well.
4.6 Use of tense.
Almost all the ad slogans use simple present tense to satisfy the customer’s desire to
know the present state of the product he wants to buy. But there is another aspect of
the simple present: its implication of universality and timelessness.For example:

DeBeers: A diamond is forever.

Rossini: Time always follows me
4.7 Creative use of idioms or proverbs
Idioms and proverbs are familiar to most potential customers in a society and have no
difficulty to be popularized. The creative use of the idioms and proverbs can give them
new meaning while making them memorable and campainable.For example:

Financial Times: No FT, no comment.

IBM: I think, therefore IBM.
5. At the semantic level.
5.1 Semantic ambiguity
Ad slogans have to conform to the code of commercial practice. Semantic ambiguity is
needed to avoid any possible legal liability.For example:

Philips: let’s make things better.
5.2 Use of puns
5.2.1 A really good pun can work miracles. However note the lack of brand identity in
these otherwise excellent examples. Almost any competing brand could use these lines.
Although they are good, they have no specific identity of their own.For example

Moss Security: Alarmed? You should be.

Pioneer: Everything you hear is true.

Range Rover: It's how the smooth take the rough.
5.2.2 Use of brand name
In these lines, the brand name appears, but as the solution or promise rather than part
of the pun. These slogans with brand name in it can help the name be remembered
while offer a two layered meaning to the slogan. The second layer of meaning can
interest and impress the people with its smartness and its novelty.For example:

Kenco Really Rich Coffee: Get Rich quick.

Finish Detergent: Brilliant cleaning starts with Finish.
5.2.3 Here the brand goes to work, as inextricably part of the pun.
For example:

Citibank: Because the Citi never sleeps.

Quavers Snacks: Do me a Quaver.
All the above-mentioned stylistic features of ad slogans are necessary to make them
neat, simple, original, strategic, memorable and campagianable. The slogans are also a
kind of poetic language, which we should pay attention to.
After a study of 103 ad slogans of large to medium sized companies in recent years, I
did a little summarizing. The reason why I choose large to medium sized companies is
that good ad slogans always come form them and they can represent the trend in ad
slogans.
Number of words in a slogan Number of slogans
counted1127325433512614738592131From this chart we can see that three-worded
slogan and four-worded slogan are the most favored in the creation of a slogan with 25
and 33 slogans for each type, and five or six worded slogans are also widely used. Two
worded and eight worded slogans still occupy a share. But the number of other length
slogans decreased dramatically. The longest ad slogan in study has 13 words which is
a rare case because it is too lengthy to be a slogan.And one worded slogan can not
express fully the rich and multi-layered meaning that a slogan wants to convey. The
eight worded slogans are preferred than the seven worded ones is because the former
generally uses a parallel or contrasted structure, so for each small sentence of the
structure the length is just four words which is the most preferred length. The average
length of an ad slogan is 4.447 words. It is the trend for the slogan to be short, about 2
to 6 words long. This is just my general analysis of the results.
It is useful to conduct a more detailed study of the slogans because more and more
Chinese companies are going abroad to do their business and they need a good
English slogan to establish their image in the world business arena. This study will also
help the development of the Chinese ad slogans in China. Good ad slogans are forever.