How we choose to purchase one product over another, it may have more to do with brand recognition than an educated decision. Companies pay ridiculous amounts of cash to advertising agencies who will spend hundreds of hours brainstorming for one simple goal: to get these products into people’s subconscious with unforgettable slogans. If you hit the advertising jackpot, some of the phrases will last years if not decades, becoming part of pop culture. For all those up-and-coming copywriters; even when an idea is turned down, it does not mean it’s wrong. We have compiled a list at some of the best slogans and how they came to be. Some were thought out, while others literally came about by chance. You will be surprised at which almost did not make it. It seems that those that have endured the test of time were short, simple and to the point.
Unless you lived under a rock in the 1990’s the [Got Milk?][1] ads were everywhere promoting the benefits of drinking milk. The slogan was initially dismissed by [Goodby Silverstein & Partners][2], the advertising agency in charge of the campaign, for being too short and grammatically incorrect. Got Milk? ads ran from from October 24, 1993, to February 24, 2014. [1]: http://www.gotmilk.com/#/news-events [2]: http://goodbysilverstein.com/
During a meeting for Nike in 1988, the advertising agency [Wieden + Kennedy][1] came up with the phrase *Just Do It* from [Gary Gilmore][2]. Gilmore was the first person executed in the United States when the death penalty was reintroduced in 1976. Prior to being executed, Gilmore was asked for any final words to which the inmate replied “[Let’s do this][3].” [1]: http://www.wk.com/office/global [2]: http://en.wikipedia.org/wiki/Gary_Gilmore [3]: http://www.nytimes.com/2009/08/20/business/media/20adco.html?_r=5&ref=business&
“I’m lovin’ it” has been [McDonald’s][1] main slogan since 2003. This was created by Heye & Partner in Germany. The slogan was the golden arche’s first global campaign. [1]: http://en.wikipedia.org/wiki/McDonald%27s_advertising
“Can you hear me now? Good” was such a success for Verizon in the early 2000’s that actor [Paul Macarelli][1] is still under contract with the mobile company to this day. [1]: http://www.imdb.com/name/nm1031115/otherworks?ref_=nm_pdt_wrk_sm
The first major league baseball game was televised on NBC on August 29, 1939. Announcer Red Barber had to talk about the three sponsors of the game. For Generall Mills’ [Wheaties][1], he poured the cereal, milk and sugar and proclaimed “Now that’s the breakfast of champions.” [1]: http://en.wikipedia.org/wiki/Wheaties
[Maxwell House Coffee][1]’s successful slogan, “Good to the last drop” was historically credited to the 26th President of the United States, Theodore Roosevelt. The folklore claims that during Roosevelt’s visit in Nashville in 1907, he was served Maxwell House coffee. So impressed with the coffee, the president apparently said the famous words. There is no historical evidence to indicate this is true. Furthermore, Maxwell House did not credit the President uttering these words until after his death. [1]: http://www.streetdirectory.com/food_editorials/beverages/coffee/maxwell_house_coffee_history.html
Looking for a catchy phrase for the diamond client De Beers, copy writer [Frances Gerety][1] suggested “A Diamond is Forever” during a meeting with a room full of men in 1947. Her idea was turned down as it was suggested “it did not mean anything.” They could not have been more wrong as the slogan has been used since 1948 in every ad for the diamond giant. [1]: http://www.washingtonpost.com/opinions/why-a-diamond-is-forever-has-lasted-so-long/2014/02/07/f6adf3f4-8eae-11e3-84e1-27626c5ef5fb_story.html
How does an advertising agency address its client AVIS being the #2 car rental company? By simply responding with “[We try harder][1]” to win their clients. 53 years later, those three words are still being used by the company. [1]: http://www.projectrebrief.com/avis/#page=overview
[Milton Graser][1] was given the tough task of making New York appealing in 1977. The decade was not the best for the Big Apple in terms of reputation; crime was up, tourism was down. However, all it took was a big red heart and a proclamation of love to the great city for things to turn around. [1]: http://www.miltonglaser.com/the-work/81/i-love-ny-logo/
This is an example of a wish coming true. During a brainstorming session, Leslie Sims senior VP and group creative director for the advertising group McCann-Erickson Worldwide, wished she could just push a button to come up with an awesome ad for her new client Staples. Consequently, ‘[That was easy][1]’ was born. The slogan was so popular and catchy, physical *easy* buttons were available for offices everywhere. [1]: http://money.cnn.com/2006/06/06/technology/business2_staples0607/
