The best copywriting creates an emotional connection that leaves your audience craving more.
How can you make this kind of memorable impression on your target audience?
The slogans and jingles used by big brands are designed to stay in the minds of the audience.
That way, months or even years later, you might find yourself humming a tune from a commercial or chanting a catchy slogan.
In this article, you’ll find 11 examples of the most common slogans and jingles in advertising and learn the copywriting tricks that make them so compelling.
11. Motel 6: “We’ll leave the light on for you.”
this is Motel 6 logo It was born in the best way: as an instant success – and a perfect representation of the hotel brand and its values.
Created by NPR personality Tom Bodett, this slogan was the perfect way to convey the hotel chain’s welcoming spirit, reasonable rates, and general availability.
A logo that has been around for over 30 years with no signs of stopping clearly represents what Motel 6 is trying to communicate.
And it works.
If it ain’t broke, don’t fix it.
10. Maybelline: “Maybe she was born with it. Maybe it’s Maybelline.”
It has been in use since 1991, and this logo has served as an anchor for “America’s number one cosmetics companyand advertise it.
It lasted until 2016, when it was replaced by the brand new “Make it Happen” logo. But not before voting.most distinguishedover the past 150 years by Marketing Week in 2013.
9. Red Bull: “Red Bull gives you wings.”
Red Bull has been a revolutionary product that has created a revolutionary experience since the Austrian company’s inception in 1987.
And what better way to do that than with a slogan like “Red Bull gives you wings” for an energy drink that was going to change your day, and ultimately your life?
The only problem was that the Red Bull didn’t deliver much more than your average cup of coffee in terms of the jolt (by way of caffeine). And the US District Court for the Southern District of New York decided that this motto was Misleading customers.
The extra zest in your step – or ‘wings’ as Red Bull called them in their marketing – was deemed vague and Red Bull paid $13 million settlement.
8. Skittles: “Taste the rainbow.”
Remarkably, even decades after its inception, Skittles’ slogan, “Taste the Rainbow,” has gotten a lot right.
What began in 1963 under the name “Sitters,” Skittles has become The most popular dessert is chocolate In America with its iconic logo.
Being a sweet treat sure helps.
But brand marketing has found a way to maintain the same mantra across multiple generations, all while effectively communicating with its audience in a way that gets us listening, watching, even Laugh.
The logo has helped to convey an attractive image of its product and its relationship to the “rainbow” reference, an association it is always likely to be associated with – at least for the public future.
And for good reason.
7. McDonald’s: “I love it.”
Another song that was carried — at least initially — by a celebrity was McDonald’s long-running “I Like It” slogan, which got help from Justin Timberlake in 2003 when it launched.
The fast food company’s campaign was based on JT’s song of the same name, which became one of Timberlake’s only full-length songs on his album at the time.
McDonald’s spent $1.37 billion in advertising in 2003 when the campaign was launched, resulting in an 11% increase in sales that year ($17.1 billion).
So yeah, you could say it worked.
6. Marines: “Little. Proud. Marines.”
Used since 1977, “The Few. proud. Marines.” It remained one of the primary recruiting slogans for the Marine Corps, but it wasn’t the only one.
Other similar slogans were used (for example, “If everyone could get into the Marines, they wouldn’t be the Marines”) but none lasted as long as “The Few. The Proud.”
Each logo has its complement Served a distinct purpose to the Marine Corps recruiting missions in terms of the military branch’s needs across different generations, according to the Marine Times.
“Little. Proud.” It was nearly dropped in 2016 after the organization explored other possibilities but proudly returned to the Marine Corps’ marketing strategy after a brief hiatus in 2017.
“” Little. Proud.” Lt. Col. John Caldwell, a spokesman for Marine Corps Recruiting Command, told the Marine Corps Times in 2016.
5. Army: “Be all you can.”
And while the military has since stopped using the slogan “Be all you can be,” its impact cannot and has not been ignored.
It still resonates today.
The logo was used by the Land War Service Branch from 1980 until 2001 and was eventually replaced by several new attempts to effectively reach its target audience.
First came “Army of Ones”, which ran from 2001 to 2006 but did not show the same success as “Be All You Can Be”.
This was eventually replaced by the short salute “Strong Army” in 2006, which was successful, but did not carry over. Same type of message “Be all you can be,” says Army Sergeant Major Daniel Dailey.
“Be all you can be,” Dailey said, “was a national identity for the military…it still is today.” “I could say ‘Be all you can be’ and just people—it was the Army’s national identity.”
This is a mantra that has certainly been instilled in many of us who have grown up around the 21-year period of the “Be all you can be” message. I know I am one of them.
4. Burger King: “Do it your way.”
The fast food chain’s most successful slogan to date, “Make it Your Way,” was a revolutionary call to action for Burger King customers to ask what they want, and how they want it.
It’s Burger King’s most iconic logo in a battle dedicated to catching up with McDonald’s while fending off other chain competitors. help logo (The best you can).
BK abandoned the phrase in 2014 and have since replaced it with several new slogans, including the “Be Your Own Way” slogan, and more recently the “Feel your way” slogan, both of which play on the original song.
3. GEICO: “15 minutes can save you 15% or more on auto insurance.”
GEICO spends more than $1 billion annually telling potential customers that they can save money if they use it as their insurance company.
It was Advertised by top brands on YouTube in 2019, and it shows.
We all know the slogan – and Humorous commercials that often accompany it.
It’s simple, concise and connected across many mediums: switch to GEICO and you’ll save money.
It’s also (mostly) correct, according to study by Forbes.
Attractive, easy to remember, and most of all, legitimate in its claim—GEICO’s recipe for success helped build one of the most iconic brands in America.
It also helps to have deep pockets, AKA a budget.
2. Farm Insurance: “We know a thing or two because we’ve seen a thing or two.”
Another insurance company making a big noise in a cloudy insurance market is Farmer.
Rivalry among some of the most iconic ads in the rotation (see: Geico, State Farm, All State), Farmer’s catch this slogan draws on real-life facts and stats and also conveys a message of trust and confidence to his customers.
Built around the idea that Farmer had handled some seemingly preposterous insurance claims – and taken care of those involved and covered by Farmer – the auto insurer turned multi-line insurer, multi-company and financial services group Incredible claims a section on their website backing up his claim.
It’s hard to deal with high spenders like GEICO, but at least when Farmer does it, he drives home a strong, meaningful (and true!) slogan that can help put customers at ease.
1. Nike: “Just do it.”
The strength of the Best Logo for several decades comes not only from its longevity, but from its overall impact, not just on the fitness and footwear industries, but in powerful and purposeful walks of life.
It would also help transform the industry when Nike needed it most making it so much better too.
Aiming to take market share from other brands like Reebok, advertising executive Dan Wieden created a game-changing slogan on behalf of Nike. From two unusual places in 1988, adding even more to the old logo’s traditions.
“It was about the ultimate statement of intent,” said Liz Dolan, Nike’s former chief marketing officer. Washington Post. “It had to be personal.”
It was and still is.
As important as its support in helping Nike grow into a global powerhouse, today is the ability it had to adapt and continue to inspire to this day.
From Colin Kaepernick and his stand against social injustice to women’s equality and admiration, to being a major part of some of the most daring performances by athletes around the world, Nike’s message has constantly exhorted humans to be faster, stronger and better.
“Just Do It” has grown in intensity and effectiveness as Nike continues to capitalize on the drive home message and core point in all of its comprehensive messaging.
It has evolved into a cultural rallying cry to stand up for what’s right, fight your toughest, and make a real impact that isn’t limited to the field, court, or rink.
Nike will continue to use the infamous logo for many years to come, and always will It will likely continue to win By doing so and changing with the times.
Tips and resources on slogan writing
Are you ready to write an attractive slogan for your brand?
Here are some resources that will help you hone your writing skills.
Include your brand’s key phrase like Geico or a name like Maybelline to make sure your audience remembers the most important part of your message.
- 13 Essential Online Writing Tools to Help Improve Your Content – A list of the best tools to help you improve your writing and time management skills.
- 7 Unexpected Lessons That Changed the Way I Write – One writer looked beyond book cycles and discovered these lessons that changed her writing.
- How the Flow State Can Make Digital Marketers More Productive – If you want to increase your creative productivity, learn how to take advantage of the flow state.
- 15 tips that will improve your writing today – 15 tips from an experienced freelance writer.
If you recognize music instantly or music comes to mind when you see one of these examples, congratulations.
It just proves that slogans and jingles have the kind of power you want in your advertising and marketing.
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Featured image: Shutterstock / Yuliia D