Brand taglines are tricky business. In just 4-5 words, you have to convey an entire story – what the organization stands for, creates, and who it caters to.
- You can go for something that’s direct, like LEVI’s “Quality Never Goes Out of Style”
- Appeal to the emotions of your audience, like L’Oreal Paris does with “You’re Worth It,” which is primarily talking to women
- Go the old-school jingle route, and sing a catchy earworm, like “Lifebouy Hai Jaha, Tanduristi Hai Waha”
Usually, the best taglines pick one or two aspects/benefits, and go all out on that. For example, Domino’s Pizza has many positive components like taste, convenience, and variety of items.
But their tagline “Khushiyon Ki Home Delivery” (for the Indian market) exclusively focuses on their ability to deliver hot pizzas in 30 minutes or less, right at your doorstep.
As is evident, they’ve picked their “hottest hot point,” and repeatedly hammered at it for more than a decade, which is why it’s so commonly known in every household today.
This goes to show that having a tagline is not enough; you also have to campaign for it consistently over many years to settle down in the TG’s mindspace.
There are many ways to go about capturing your product’s essence, so to give you some inspiration, I’ve compiled what is probably one of the longest running lists of iconic taglines from around the world.
They are all timeless, memorable, and now entrenched in the minds of the masses.
In fact, some of them even turned around the market for their product category. Consider how diamonds skyrocketed in value to become the luxury item we know them as today – it was all because of one brand’s efforts (spot it in the list below).
Think you can beat the greats? Be my guest – maybe someday I’ll add your work here, too!
P.S: This list doesn’t contain the brands’ slogans, which change from campaign to campaign, according to the story or the feature they’re trying to highlight in the ads. In opposition, a tagline is consistent i.e. it usually doesn’t undergo any change for decades.
That said, it’s interesting to note that if a slogan sticks, it may evolve into a tagline, which is exactly the case with our first example.
| BRAND | TAGLINE | TECHNIQUE |
|---|---|---|
| Apple | Think Different | Challenges the user to be bold |
| KFC | It’s Finger Lickin’ Good | Pinpoints a user behavior |
| Dollar Shave Club | Shave time. Shave money. | Witty use of words |
| Energizer Batteries | It keeps going… and going… and going | Hyperbole of the product’s longevity |
| California Milk Board | Got Milk? | Plays on the lack/FOMO of the product |
| Uber | Move the way you want | Conveys freedom & convenience as a solution |
| Redbull | Redbull gives you wings | Conveys the feeling after consuming it |
| Skittles | Taste The Rainbow | Paints a vivid picture using colors |
| Disneyland | The Happiest Place on Earth | Appeals to every kid’s biggest desire |
| AirBnb | Belong anywhere | Directly conveys the emotional benefit of finding homely comforts while traveling |
| TAG Huer | Don’t Crack Under Pressure | Double-dip on product feature + customer aspiration of being tough |
| Adidas | Impossible is nothing | Syncs well with the sporty tonality |
| Pokemon | Gotta Catch ‘em all! | Tells the series’ entire plot in 4 words |
| LIC India | Zindagi Ke Saath Bhi, Zindagi Ke Baad Bhi | Explains the brand’s support & service for insurance holders beyond death |
| Surf Excel | Daag Acche Hai | Literally appreciates the enemy/problem, attaching emotional value to mischief/labor |
| Kit Kat | Have A Break, Have a Kit Kat | Pairs the product with the idea of relaxation & pleasure |
| Axis Bank | Badhti Ka Naam Zindagi | Zooms in on the vision of the bank for enriching their customers’ lives |
| Parle-G | G for Genius | Uses an existing product letter creatively |
| Gillette | The Best a Man Can Get | Calls out the target audience |
| Asian Paints | Har Ghar Kuch Kehta Hai | Personifies homes |
| HDFC Life | Sar Utha Ke Jiyo | Something every man/woman wants is dignity for their family, always |
| Complan Health Drink | I Am A Complan Boy | Literally makes the product an adjective |
| Raymond Fashion | The Complete Man | Creates an aspirational figure for the TG |
| Cafe Coffee Day | A Lot Can Happen Over Coffee | Turns the anxious notion of sitting for coffee into a world of possibilities |
| Kurkure | Tedha Hai, Par Mera Hai | Literally turns the product negative feature into its USP |
| Melody | Yeh Melody Itni Chocolaty Kyun Hai? | Rhetoric question, leaves you wondering |
| Onida TV | Neighbour’s, envy, owner’s pride | Positions itself as a “status symbol” |
| Star Plus | Rishte Wahi, Soch Nayi | Preserves the brand heritage but allows it to try new directions |
| Rice Krispies | Snap! Crackle! Pop! | Uses auditory cues memorably |
| Las Vegas Authority | What Happens Here, Stays Here | Naughty prompt to go wild in Vegas |
| Taco Bell | Think outside the bun | Attacks competitors, positioning itself as a better alternative |
| M&M’s | Melts in your mouth, not in your hand | Roasts the negative traits of competitors |
| TATA Salt | Desh Ka Namak | Leverages patriotism, apt for the product as it’s part of the nation’s history |
| Geico Insurance | So easy, a Caveman can do it | Exaggerates the ease in user journey |
| Bounty Chocolate | The Quicker Picker Upper | Bold move to use a tongue twister |
| Toyota | Let’s Go Places | Invites the user on a journey |
| Meow Mix | So Good, Cats Ask for It by Name | Funny & witty use of brand name & every cat’s signature call (meow) |
| Maybelline | Maybe She’s Born With It. Maybe it’s Maybelline | Creatively uses the brand name & also calls out the TG. Genius! |
| US Marine Corps | The Few. The Proud. The Marines. | Creates an irresistible cultish aura around being in the army |
| Tide Detergent | Tide’s In – Dirt’s Out | Hints at the action (of putting Tide into your washing machine), led by the result |
| TATA Sky | Isko laga daala, toh Life Jingalaala | Uses rhyming scheme well |
| Nokia | Connecting People | Humanizes the brand’s product |
| Kerala Tourism Board | God’s Own Country | Elevates the location to a literal holy place |
So that was my list of great taglines from India & beyond. Did I miss any good ones?
Let me know your thoughts & favorites in the comments below!
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