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May 15, 2014

6 Marketing Taglines and What Made Them Work

A perfect tagline is a powerful tool to brand your business and make it stick in the minds of potential customers. Easy to read and remember, they can be challenging to write. A brief sentence needs to convey your corporate message in a unique and memorable way. There have been some companies who have really hit the target with their tags. See if you remember these six famous examples. If you do, it’s proof the writers did their job.

1. Melts in your mouth, not in your hands.
When chocolate craving hit, people have a lot of choices. M & M’s figured out the perfect way to make their candy stand out: convenience. No worries that the chocolate will melt and leave a sticky mess. It also meant secret chocoholics could down a bag no telltale traces.         Tagline Writing

2. Betcha’ Can’t Eat Just One.
Was a truer tagline ever spoken? Nobody eats just one chip. Forget healthy eating…we can eat one carrot, after all…this tagline appealed to our love of salt and crispiness, especially when they are combined. Lays was smart enough not to compare the actual taste of its chips to anyone else’s. Most deep fried heavily salted chips taste about the same. But they made sure that when you had a bag of Lay’s, it didn’t last long.

3. Can you hear me now?
How about now? Or now? Verizon used this famous line to level a strong blow to AT&T and T-Mobile, and it worked. They smartly avoided areas where they might not compare as well (think phone choices or plan options) and concentrated on coverage, their strongpoint.

4. “Give me a break, give me a break, break me off a piece of…”
You’re singing right now, aren’t you? Sometimes the best taglines are accompanied by music. We apologize in advance if you have this Kit Kat bar slogan playing in your head for the rest for the rest of day. But blame it on the writers, who managed to associate their chocolate with happy respites from difficult tasks.

5. Like a good neighbor, State Farm is there.
Hopefully they will be there if you paid your premiums on time. But of course this tagline doesn’t get into that. Instead, it appeals to our desire to have a warm, friendly, helpful relationship with someone that knows us, embodied in this idea of an ideal good neighbor. Like a lot of taglines, reality is far different.

6. There are some things money can’t buy. For everything else, there’s MasterCard.
Okay, so MasterCard can’t buy the love of your significant other or kids, but it sure helps them like you a lot. Who doesn’t want to be the Fairy Godparent doling out tickets for games or trips, buying meals and presents for loved ones? This slogan with its implied, “We make your relationships perfect” resonated with almost everyone, except the very embittered or cynical.

You probably have already started thinking of other great taglines. Take a moment and share them with us—we’d love to hear your thoughts!

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