For me, the best taglines are those that don't just sell you a product but intelligently uses the brand to make you reflect about things that matter, eventually making the brand stand for something. Most of the time, they embody a movement, sometimes even changes your perspective. They make you stop and think. But the most important thing is, they make you feel something. As my former boss Raul Castro always say during our internals back in the day, "the feeling is the message."
Allow me to share with you the best ones on my list:
THINK DIFFERENT. (Apple)
KEEP WALKING. (Johnny Walker)
JUST DO IT. (Nike)
OPEN HAPPINESS. (Coca Cola)
These are just some of my all-time faves.
There are also a lot of local campaign lines that belong to the same group. Here are a few timeless ones, in my book:
IBA ANG MAY PINAGSAMAHAN. (San Miguel Beer)
ITAAS MO. (San Miguel Beer)
MORE ENERGY, MAS HAPPY. (Enervon)
MAGPAKATOTOO KA. (Sprite)
Now there are also taglines that don't necessarily change the world,
but intelligently positions the brand with a truth that only they can tell:
TASTE THE RAINBOW. (Skittles)
HAVE A BREAK. HAVE A KITKAT.
MAHABA-HABANG INUMAN. (San Mig Light)
IT'S A TROPA THING. (TNT)
LANGHAP-SARAP (Jollibee)
ITO ANG TAMA (Red Horse Beer)
Sometimes, the best lines are already out there.
We just need to catch them and connect them with
the right product/brand.
BIOGESIC. INGAT!
PHILIPPINE AIRLINES. BABALIK KA RIN.
BURGER KING. HAVE IT YOUR WAY.
GOOD THINGS COME TO THOSE WHO WAIT. GUINNESS.
GINEBRA SAN MIGUEL. BILOG ANG MUNDO.
In some cases, some slogans are coined to capture perfectly the brand experience:
KFC. FINGER LICKIN' GOOD.
MAX's. SARAP TO THE BONES.
JOLLIBEE. LANGHAP SARAP.
ONE MOMENT, ONE NESCAFE.
PARA SA MGA BAGAY NA HIGIT PA SA PERA, CEBUANA LHUILLIER.
THE HAPPIEST PLACE ON EARTH. DISNEYLAND.
When coming up with an advertising line, always start with a human or product insight. Look for a unique experience. It would help if you write down first what you want to say in one statement, in the clearest possible way, and then do your magic.
Here's a campaign we've recently launched for Krispy Kreme,
where the team applied one of the examples I mentioned earlier.
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