The 100 Best Advertising Taglines Ever

100 Taglines That Stood the Test of Time

DeBeers
DeBeers. Getty Images

Think about the brands that you know well, and perhaps even love. Chances are, it's not just a brand name you're recalling, but a tagline, too. Almost all brands, products, and large corporations have some kind of tagline. Some are timeless, others get replaced every decade, or even sooner if it’s just not resonating with the public.

What Is a Tagline?

Taglines (also called straplines, tags, slogans, or brand lines) can be inspirational, like a product philosophy, or they can be something fun and memorable.

While some can impel you to be better, do more, or go further, others are simply a fun play on words. 

A variant of a branding slogan, a tagline can be used in marketing materials and advertising. The idea behind the concept is to create a memorable dramatic phrase that will sum up the tone and premise of an audio/visual product, or to reinforce and strengthen the audience's memory of a literary product.

Over the years, thousands and thousands of taglines have come and gone, but some are legendary. Here, in no particular order (although Nike is clearly number one, and always will be), are 50 of the best taglines from brands around the world. Most are American brands, but you may spot a few from other countries in there. It's also worth noting that the tagline from DeBeers was, and is, part of a strategy to artificially increase the value of diamonds. It has worked. 

How is a Tagline Created?

How taglines come into being varies greatly depending on the company, its history, its size, and the methodologies employed by the management.

 

In a small business, or one that is just starting out, it's usually something generated by the owner or one of the employees. Passion projects are fairly easy to write for, especially if the founder is also the tagline creator. 

In a larger company, or major corporation, several avenues could be explored.

Most likely a professional branding agency (or agencies) will be called upon to work on the project. If it's a branding pitch, agencies will compete against each other to create not only a tagline, but also a corporate identity package and perhaps some initial thoughts on advertising campaigns. 

On the other hand, larger companies and corporations can still choose to keep things on a tight budget. The task may fall to an in-house creative department, an account management team, or a single copywriting professional will be hired on a freelance bases to produce ideas. 

The tagline itself usually comes out of research about the company, things people have said about the product or service, attributes of the product or service, and feelings people have when they use it. As you can see from the many taglines below, they usually put a clever spin on something the product or service excels at. For example, "Central Heating For Kids" for the warm breakfast food Ready Brek, or "Finger Lickin' Good" for KFC's fried chicken. The more memorable and unique a tagline is, the more it will help the brand to become famous. 
 

The TOP 100 Advertising Taglines Ever

(After polling many colleagues, professionals, and consumers, the following list of 100 taglines has been created. You may not agree with it. You may think some brands are missing, or some don't deserve to be on the list.)

  1. A DIAMOND IS FOREVER – DeBeers, 1948
  2. A LITTLE DAB’LL DO YA – Brylcreem, 1950s
  3. A MARS A DAY HELPS YOU WORK, REST AND PLAY – Mars, 1980
  4. AH! BISTO – Bisto Gravy Granules, 1919
  5. ALL BECAUSE THE LADY LOVES MILK TRAY – Cadbury UK, 1968
  6. ASK THE MAN WHO OWNS ONE – Packard, 1925
  7. AUSTRALIANS WOULDN’T GIVE A XXXX FOR ANYTHING ELSE – Castlemaine XXXX Beer, 1984
  8. BE ALL YOU CAN BE – The US Army, 1981
  9. BEANZ MEANZ HEINZ – Heinz, 1967
  10. BETCHA CAN’T EAT JUST ONE – Lays, 1981
  11. BREAKFAST OF CHAMPIONS – Wheaties, 1930s
  12. CALGON, TAKE ME AWAY – Calgon, 1970
  13. CAN YOU EAT THREE SHREDDED WHEAT? – Nabisco, 1970s
  14. CAN YOU HEAR ME NOW – Verizon, 2002
  15. CATS LIKE FELIX LIKE FELIX – Felix Cat Food, 1989
  16. CENTRAL HEATING FOR KIDS – Ready Brek, 1980s
  17. DOES EXACTLY WHAT IT SAYS ON THE TIN – Ronseal, 1994
  18. DOES SHE…OR DOESN’T SHE? – Clairol, 1964
  19. DON’T JUST BOOK IT, THOMAS COOK IT – Thomas Cook, 1984
  1. DON’T LEAVE HOME WITHOUT IT – American Express, 1975
  2. DOUBLE YOUR PLEASURE, DOUBLE YOUR FUN – Wrigley’s Doublemint, 1959
  3. DRIVERS WANTED – Volkswagen, 1995
  4. FAIR AND BALANCED – Fox News Channel, 1995
  5. FINGER LICKIN’ GOOD – KFC, 1952
  6. FLY THE FRIENDLY SKIES – United Airlines, 1966
  7. GET MORE – T-Mobile, 2005
  8. GO TO WORK ON AN EGG – Egg Marketing Board, 1957
  9. GOOD TO THE LAST DROP – Maxwell House, 1959
  10. GOT MILK – California Milk Processor Board, 1993
  11. GRACE…SPACE…PACE – Jaguar, 1950
  12. HAVE A BREAK. HAVE A KIT KAT. – Rowntree, 1957
  13. HAVE A COKE AND A SMILE – Coca Cola, 1979
  14. HAVE IT YOUR WAY – Burger King, 1973
  15. HELLO BOYS – Wonderbra, 1995
  16. HELLO TOSH, GOTTA TOSHIBA – Toshiba, 1984
  17. I AM CANADIAN – Molson Beer, 1994
  18. I BET HE DRINKS CARLING BLACK LABEL – Carling, 1971
  19. I CAN’T BELIEVE I ATE THE WHOLE THING – Alka Seltzer, 1966
  20. I LIKED IT SO MUCH, I BOUGHT THE COMPANY – Remington, 1979
  21. I LOVE NEW YORK – NY State Dept., 1977
  22. I THINK, THEREFORE IBM – IBM, 1988
  23. I’D WALK A MILE FOR A CAMEL – Camel Cigarettes, 1921
  24. IF IT’S ON, IT’S IN – Radio Times, 1991
  25. IF YOU WANT TO GET AHEAD, GET A HAT – Hat Council, 1934
  26. IMPOSSIBLE IS NOTHING - Adidas, 2004
  27. IT IS. ARE YOU? – The Independent, 1987
  28. IT TAKES A LICKING AND KEEPS ON TICKING – Times, 1950s
  29. IT TAKES A TOUGH MAN TO MAKE A TENDER CHICKEN – Perdue, 1972
  30. IT’S A BIT OF AN ANIMAL – Peperami, 1993
  31. IT’S NOT TV, IT’S HBO – HBO, 1997
  32. IT’S THE REAL THING – Coca Cola, 1970
  33. JUST DO IT – Nike, 1988
  34. LET YOUR FINGERS DO THE WALKING – Yellow Pages, 1964
  35. LIFTS AND SEPARATES – Playtex, 1930s
  36. LOOK MA, NO CAVITIES! – Crest Toothpaste, 1958
  37. MAYBE SHE’S BORN WITH IT – MAYBE IT’S MAYBELLINE – L’Oreal, 1991
  38. MELTS IN YOUR MOUTH, NOT IN YOUR HANDS – M&Ms, 1950s
  39. MILK’S GOTTA LOTTA BOTTLE – Milk Marketing Board, 1982
  40. MMM MMM GOOD – Campbell’s Soup, 1930s
  41. MY GOODNESS, MY GUINNESS – Guinness, 1936
  42. NO CHILD BORN TO DIE – Save The Children, 2011
  43. NO FT, NO COMMENT – Financial Times, 1982
  44. ONCE YOU POP, YOU CAN’T STOP – Pringles, 1990
  45. PLEASE DON’T SQUEEZE THE CHARMIN – Charmin, 1964
  46. PLOP, PLOP, FIZZ, FIZZ, OH WHAT A RELIEF IT IS – Alka Seltzer, 1953
  47. PROBABLY THE BEST LAGER IN THE WORLD – Carlsberg, 1973
  48. PUT A TIGER IN YOUR TANK – Esso, 1964
  49. REACH OUT AND TOUCH SOMEONE – AT&T, 1979
  50. SAY IT WITH FLOWERS – FTD Interflora, 1917
  51. SCHH…YOU KNOW WHO – Schweppes, 1962
  52. SHARE THE FANTASY – Chanel No. 5, 1979
  53. SNAP! CRACKLE! POP! – Kellogg’s Rice Krispies, 1932
  54. TASTES GREAT, LESS FILLING – Miller Lite, 1974
  55. THE APPLIANCE OF SCIENCE – Zanussi, 1981
  56. THE BANK THAT LIKES TO SAY YES – Trustee Savings Bank (TSB), 1980
  57. THE BEST A MAN CAN GET – Gillette Razors, 1989
  58. THE CAR IN FRONT IS A TOYOTA – Toyota, 1986
  59. THE CHAMPAGNE OF BOTTLE BEER – Miller Beer, 1950
  60. THE FUTURE’S BRIGHT. THE FUTURE’S ORANGE – Orange, 1994
  61. THE LAST PLACE YOU WANT TO GO – Dixons, 2009
  62. THE LISTENING BANK – Midland Bank, 1990
  63. THE MILK CHOCOLATE MELTS IN YOUR MOUTH, NOT IN YOUR HAND – M&Ms, 1954
  64. THE OTHER WHITE MEAT – Pork, 1986
  65. THE PAUSE THAT REFRESHES – Coca Cola, 1927
  66. THE ULTIMATE DRIVING MACHINE – BMW, 1975
  67. THE UNCOLA – 7UP, 1973
  68. THERE ARE SOME THINGS MONEY CAN’T BUY. FOR EVERYTHING ELSE, THERE’S MASTERCARD – Mastercard, 1997
  69. THINK DIFFERENT – Apple, 1990s
  70. THINK SMALL – Volkswagen, 1959
  71. VORSPRUNG DURCH TECHNIK – Audi, 1982
  72. WE ALL ADORE A KIA-ORA – Kia-Ora, 1980s
  73. WE TRY HARDER – Avis, 1962
  74. WHAT HAPPENS HERE, STAYS HERE – Las Vegas, 2002
  75. WHEN IT ABSOLUTELY, POSITIVELY HAS TO BE THERE OVERNIGHT – FedEx, 1982
  76. WHEN IT RAINS, IT POURS – Morton Salt, 1912
  77. WHEN YOU CARE ENOUGH TO SEND THE VERY BEST – Hallmark, 1934
  78. WHERE’S THE BEEF – Wendy’s, 1984
  79. WOTALOTIGOT! – Smarties, 1961
  80. YOU’RE IN GOOD HANDS – Allstate, 1950s
  81. YOUR FLEXIBLE FRIEND – Access Credit Card, 1978

Now, after a century of great advertising, not every tagline could make it onto the list. Some notable runners-up include “It’s So Simple” for Polaroid, "They're Grrrreeeat" for Frosted Flakes, and “This Bud’s For You” for Budweiser.