5 Essential Tips on How to Write a Killer Slogan (with Interactive
Examples)
 5 Keys to Creating a Great Slogan video (2:51)
 Famous Campaign Slogans
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http://www.youtube.com/watch?v=l2ZJ0Y7NrXA
Famous Advertising Slogan by Nokia
Have fun remembering the famous advertising slogan used by the Nokia company as an
aid to the advertising, publicity, promotion and marketing of their product.
This famous advertising slogan is so well known that it has entered our everyday
language and used as a quote or quotation.
This famous and familiar advertising slogan is now seen as a _____________ and
___________________ used as a motto and catchphrase to identify the brand.
This famous advertising slogan has been made even more popular and memorable by
the addition of a ________________ - a great example of a celebrated ad slogan.
The most famous and well-known of the advertising slogans are familiar when they are
in the ____________________________________ slogan category.
Remember this famous advertising slogan?
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Will you marry me - Best Nokia Ad.wmv
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http://www.youtube.com/watch?v=WTXKDF-QI8k
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Famous Advertising Slogans
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http://www.youtube.com/watch?v=4b4CWOg65Cg#t=31(video 1:52)
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Popular ad slogans have proved to be so successful that they have become part of our
____________________ We associate the famed slogans with various brands and
products.
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 SLOGANS
 Slogans are ___________________________ often used in conjunction with company
logos and in advertising campaigns.
 The first step is to decide whether or not you need a ____________________
 If you have a logo, you are already engaged in branding your product or your company.
 If you have already taken this step, you really should consider a slogan as well.
 Do you want to brand your product or company?
 That depends on the _______________ that you are trying to project.
 If you want to attract larger corporate clients, branding is pretty much a necessity.
 The business model of your company determines your level of branding.
 If you want to take things to the next level, this is a good starting point.
1. Start From The Logo
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If your brand doesn’t have a logo yet, you should get that done first.
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A slogan works with a ______________ in order to promote brand _________________.
5 Essential Tips on How to Write a Killer Slogan, Your Name
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Which Comes First?
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A slogan doesn’t really work without a logo unless your sole advertising medium is
radio.
 The logo is the chicken, the slogan is the egg.
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If you are designing the logo and producing the slogan for a business, you have a unique
opportunity to create both at once, which can allow you to better integrate the two as a
final product.
Remember that top brands change their slogans all the time, and you can do the same
if you feel you need to five years down the line.
No slogan is ________________________.
Coming up with a slogan isn’t easy, even for seasoned veterans, and takes at least one
working day, so charge accordingly.
On the flip side, if you are hiring a slogan writer, there needs to be an element of trust
there before you hire them.
You have to trust that they really are going to come up with some great slogan ideas for
you to choose from, and you can’t really keep going back and expect them to go
through the process indefinitely after paying for an initial session.
If you really don’t like the slogans that they give you, or feel that they misinterpreted
your brand’s _____________________, most slogan writers will want to make it right
within limits and these limits will usually be made very clear in your initial contract.
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 2. Give the Project the Time It Needs
 You need one hour to research the company that you are doing the slogan for, 1-2 hours
to brainstorm ideas after your initial research, and 1-2 hours for client consultation and
editing.
 You have to trust that they really are going to come up with some great slogan ideas for
you to choose from, and you can’t really keep going back and expect them to go through
the process indefinitely after paying for an initial session.
 3. Keep It Simple
 A logo is only effective if your audience can _________________________ quickly.
 Slogans absolutely cannot go over __________________________ and five dollar words
such as “olfactory” should be avoided. Some rules are made to be broken; if there is a
five dollar word that rolls up a few sentences of meaning in one word, go for it.
 The one ____________________________ rule, however, should be adhered to at all
costs. Simple slogan: Just Do It (Nike). Not simple enough slogan: Selling the Highest
Quality Organic & Natural Products (Whole Foods).
 4. Make It Funny, If You Can
 Where you can bring humor to a slogan, do it.
 A great example is Cracked.com’s slogan: “America’s Only Humor & Video Site, Since
1958″. This slogan packs in a few jokes including making fun of the usual “since such a
year” slogan and claiming to be the only humour site in America.
 There is also a claim about being the only video site, and the fact that they couldn’t have
been a website since 1958. All of this in eight words, if you count the “and” symbol.
 While they had to make their slogan funny, the same approach to slogan writing of
injecting a joke or two is something that you should adopt when appropriate.
 If you can’t make it funny without making it lame, just drop the funny and go with your
next best options.
 5. Stay Honest and Don’t “Trump Up” Your Product
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5 Essential Tips on How to Write a Killer Slogan, Your Name
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___________________________is important. Can your business actually deliver on the
promise that your slogan makes? If not, rethink the slogan.
 You’ll also want to stay away from slogans that incorporate language like “the
best” or “#1 at what we do” because that kind of language is not only standard and
boring, but hard to substantiate even if it is true.
 This is a fine line to walk because you still want to present the idea of a quality product
without coming off as being too pushy, but a good slogan writer can manage it.
 If it seems too intimidating, don’t think of it as writing a slogan, think of it as writing a
brand message. What would your product say if it could talk?
 Some companies change their __________________very often while others keep their
slogans for years. Just how memorable are slogans in general and do they really
accomplish what they’re set to do?
 Here are 20 examples of well known companies and their slogans. We have purposely
hidden the companies behind these slogans so that you can see if you can figure out
which company is connected to which slogan.
 Kentucky Fried Chicken
 Finger lickin' good
 Nokia
 Energizer Batteries
 Motorola
 Skype
 Ikea
 BMW
 Pringles
 Coca Cola
 Throughout the years, the slogans used in advertising for Coca-Cola have reflected not only the
brand, but the ______________________
 Slogans provide a simple, _____________________ to communicate about Coca-Cola.
 http://www.coca-colacompany.com/stories/coke-lore-slogans
 Slogans for Coca-Cola
From 1886 to 2006
 1886 - Drink Coca-Cola 1904 - Delicious and Refreshing
1905 - Coca-Cola Revives and Sustains
1906 - The Great National Temperance Beverage
1917 - Three Million a Day
1922 - Thirst Knows No Season
1923 - Enjoy Thirst
1924 - Refresh Yourself
1925 - Six Million a Day
1926 - It Had to Be Good to Get Where It Is
1927 - Pure as Sunlight
1927 - Around the Corner from Everywhere
1929 - The Pause that Refreshes 1932 - Ice Cold Sunshine
1938 - The Best Friend Thirst Ever Had
1939 - Thirst Asks Nothing More
1939 - Whoever You Are, Whatever You Do, Wherever You May Be,
When You Think of Refreshment Think of Ice Cold Coca-Cola
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5 Essential Tips on How to Write a Killer Slogan, Your Name
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1942 - The Only Thing Like Coca-Cola is Coca-Cola Itself
1948 - Where There's Coke There's Hospitality
1949 - Along the Highway to Anywhere
1952 - What You Want is a Coke
1956 - Coca-Cola... Makes Good Things Taste Better
1957 - Sign of Good Taste
1958 - The Cold, Crisp Taste of Coke
1959 - Be Really Refreshed
1963 - Things Go Better with Coke
1969 - It's the Real Thing 1971 - I'd Like to Buy the World a Coke (part of the "It's the Real Thing"
campaign)
1975 - Look Up America
1976 - Coke Adds Life 1979 - Have a Coke and a Smile
1982 - Coke Is It! 1985 - We've Got a Taste for You (for both Coca-Cola & CocaCola classic)
1985 - America's Real Choice (for both Coca-Cola & Coca-Cola classic)
1986 - Red, White & You (for Coca-Cola classic)
1986 - Catch the Wave (for Coca-Cola)
1987 - When Coca-Cola is a Part of Your Life, You Can't Beat the Feeling
1988 - You Can't Beat the Feeling 1989 - Official Soft Drink of Summer
1990 - You Can't Beat the Real Thing
1993 - Always Coca-Cola
2000 - Coca-Cola. Enjoy
2001 - Life Tastes Good
2003 - Coca-Cola... Real
2005 - Make It Real
2006 - The Coke Side of Life
PEPSI SLOGANS THROUGH THE YEARS
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1939–1950: ”Twice as Much for a Nickel”
1950: ”More Bounce to the Ounce”
1950–1957: ”Any Weather is Pepsi Weather”
1957–1958: ”Say Pepsi, Please”
1961–1964: “Now It’s Pepsi for Those Who Think Young”
1964–1967: ”Come Alive, You’re in the Pepsi Generation”
1967–1969: ”(Taste that beats the others cold) Pepsi Pours It On”.
1969–1975: ”You’ve Got a Lot to Live, and Pepsi’s Got a Lot to Give”
1977–1980: ”Join the Pepsi People (Feeling Free)”
1980–1981: ”Catch That Pepsi Spirit”
1981–1983: ”Pepsi’s got your taste for life”
1983–1984: ”Pepsi Now! Take the Challenge!”
1984–1988 and 1990-1991: ”Pepsi. The Choice of a New Generation”
1989: ”Pepsi. A Generation Ahead”
1991–1992: “Gotta Have It”/”Chill Out”
1992: “The Choice Is Yours”
5 Essential Tips on How to Write a Killer Slogan, Your Name
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1992–1993: ”Be Young, Have Fun, Drink Pepsi”
1993–1994: ”Right Now”
1994–1995: ”Double Dutch Bus”
1995: ”Nothing Else is a Pepsi”
1995–1996: ”Drink Pepsi. Get Stuff”
1996: “Change The Script”
1997–1998: ”Generation Next”
1998–1999: “It’s the cola” (100th anniversary commercial)
1999–2000: “For Those Who Think Young”/”The Joy of Pepsi-Cola”
2003: ”Its the Cola”/”Dare for More”
2006–2007: “Why You Doggin’ Me”/”Taste the one that’s forever
young”
2007–2008: ”More Happy”/”Taste the one that’s forever young”
2008: ”Pepsi is #1″
2008–present: ”Something For Everyone”
2009–present: “Refresh Everything”/”Every Generation Refreshes
the World”
2010–present: “Every Pepsi Refreshes The World”
2011–present: ”Summer Time is Pepsi Time”
2011–present: ”Born in the Carolinas”
2012: ”Where there’s Pepsi, there’s music” – used for the 2012 Super
Bowl commercial
2012: ”Live For Now”
2012: ”Change The Game”
2012: “The Best Drink Created Worldwide”
 Branding: Slogan Wars Between Coke and Pepsi
 The world is divided. Some people enjoy the classic feeling.
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Others, prefer to be the next generation. Whether you're a Coca-Cola or a Pepsi fan boy,
you have witnessed the constant war between these two giants.
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When you place this war under a microscope, it's possible to see how these companies
have tried to change their brand awareness during the years, trying to overcome each
other.
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When it was first introduced back in 1886, Coke didn't have much opponents in the cola
drink market.
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That until 1898 when Pepsi was released and the rivalry between these two exploded,
making the need for brand positioning really urgent for both.
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In marketing, positioning has come to mean the process by which marketers try to
create an image or identity in the minds of their target market for its product, brand, or
organization.
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It is the 'relative competitive comparison' their product occupies in a given market as
perceived by the target market. - Wikipedia
5 Essential Tips on How to Write a Killer Slogan, Your Name
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Since both were developed and introduced by ___________________, they claimed that
both drinks had medicinal properties.
 Coke's 1900 slogan was "For headache and exhaustion, drink Coca-Cola", while
Pepsi's 1903 slogan was "Exhilarating, Invigorating, Aids Digestion".
 In 1929, Pepsi claimed: "Here's Health!"
 Coke has been selling a "refreshing" and "satisfying" image for a longer time
than Pepsi.
 Here's a quick list of slogans that remind us a lot of those we see today:
 1904 - Coca-Cola satisfies
 1904 - Delicious and Refreshing
 1905 - Good all the way down
 1906 - Thirst quenching - delicious and refreshing
 1907 - Cooling... refreshing... delicious
 1909 - Delicious, wholesome, refreshing
 1909 - Delicious, wholesome, thirst quenching
 1909 - Drink delicious Coca-Cola
 In the other hand, Pepsi tried to show that their drink was better for small
pockets, having more ounces of drink available in each bottle. Check it out:
 1934 - Double Size
 1939 - Twice as Much for a Nickel
 1943 - Bigger Drink, Better Taste
 1949 - Why Take Less When Pepsi's Best?
 After that, since Coca-Cola was the top selling cola drink for so long, Pepsi started to
change their awareness.
 Pepsi had to find a way to make people think ______________________ of what they
were used to. Making Coke look old was solution they found.
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1961 - Now It's Pepsi for Those Who Think Young
1963 - Come Alive! You're in the Pepsi Generation
1984 - The Choice of a New Generation
1989 - A Generation Ahead
1993 - Be Young, Have Fun, Drink Pepsi
1997 - Generation Next
Although its reign was never trembled by Pepsi, Coke replied these
slogans reaffirming its untouchable quality and tradition.
1942 - The only thing like Coca-Cola is Coca-Cola itself
1945 - Whenever you hear "Have a Coke," you hear the voice of
America
1970 - It's the real thing
1985 - America's Real Choice
1989 - Can't Beat the Feeling
1990 - Can't Beat the Real Thing
1993 - Always Coca-Cola
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Another detail that makes clear to us that Coke never felt threaten is the fact that the
Coca-Cola _________________was hardly ever changed.
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The times Coke tried some change, the feedback was all negative, and they had to bring
back the classic logo.
5 Essential Tips on How to Write a Killer Slogan, Your Name
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Pepsi has been changing its ________________since ever, adjusting themselves to each
generation, making their way to become the "young choice".
 Famous Slogans
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Here are some of the most famous slogans ever created:
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Where do you want to go today? – Microsoft
Where’s the beef? - Wendy’s
Between love and madness lies Obsession. – Calvin Klein’s “Obsession”
Plop, plop; fizz, fizz; oh, what a relief it is. – Alka Seltzer
There are some things money can’t buy. For everything else there’s
Mastercard. – Mastercard
Sharp Minds, Sharp Products. – Sharp
Do you… Yahoo!? – Yahoo!
Wikipedia, the Free Encyclopedia. – Wikipedia
Because you’re worth it. – L’Oreal
Be all that you can be. – United States Army
M&Ms melt in your mouth, not in your hand. – M&M candies
Let’s Make Things Better. - Philips
We make money the old-fashioned way….We earn it. – Smith Barney
Everything is easier on a Mac. – Apple Computer
Don’t leave home without it. – American Express
The king of beers. – Budweiser
Welcome to the World Wide Wow – AOL. (play on World Wide Web)
Live in your world, play in ours. - Sony Playstation and Playstation 2 gaming
consoles
When it absolutely, positively has to be there overnight. – Federal Express
Push Button Publishing. – Blogger.com
The best a man can get. - Gillette
We’re number two; we try harder. - Avis Rental Cars
Nothin’ says lovin’ like something from the oven. – Pillsbury
Come alive! You’re in the Pepsi generation. – Pepsi Cola
No battery is stronger longer. – Duracell Batteries
Intel inside. – Intel
 Summary
 A slogan is as necessary to a ___________________, even an online-only one, as a logo
is. If you have one, you should have the other, if only to differentiate yourself from the
rest of the crowd that has a logo with no slogan.
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Even if you are going to hire someone else to produce it, you should
_________________ a list of options just to make sure that they understand what you
believe your own brand message to be.
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Keep it simple, try to make it funny, and make sure you aren’t making an inflated claim
about your product.
5 Essential Tips on How to Write a Killer Slogan, Your Name