What are some slogans about quality

They amuse, provoke, and some are so popular that they have entered common usage: successful ones Advertising slogans are usually inextricably linked with the brand identity and can make a significant contribution to the company's success.

We'll show you ten most popular advertising slogans - and what makes it successful. You will also learn how to use the perfect advertising slogan for your company.

What are advertising slogans?

Advertising slogans (or English: Claims) are catchy slogans that succinctly summarize the advertising message of a company, product or brand. Slogans are often accompanied by a so-called jingle, a memorable acoustic motif, and communicated in combination with a logo.

The top 10 most popular advertising slogans

Advertising slogans are a dime a dozen and the industry comes up with more catchy slogans for product launches every day. But there are some of them that are still firmly anchored in the minds of the target group even years after their publication. The portal for market, media and opinion research has summarized the ten most popular advertising slogans in a ranking:

1. Haribo makes children happy and adults too

The confectionery manufacturer has been advertising since 1962 Haribo from Bonn successfully with this unchanged slogan and is number 1 in terms of awareness on the German market. By the way: the slogan “Haribo makes children happy” has even been around since 1935, the addition “and adults as well” only followed almost thirty years later.

2. Square. Practically. Well.

In a nutshellRitter Sport the advantages of the well-known chocolate bar combined in this slogan - and this has been the case since 1970. The brand promise in this form has probably contributed significantly to the company's success and makes the square bars the Germans' second favorite chocolate.

3. Merci that you exist

Third place goes to another chocolate manufacturer: linked in combination with the well-known song Merci since 1993 its product with a large portion of emotions and appeals to its customers to simply say "thank you".

4. Do you still live or are you already alive?

The Swedish furniture store has been asking this question to its customers since 2002, making it clear: Bei IKEA it is not just furniture that is sold, but a lifestyle.

5. The most tender temptation since there was chocolate

This slogan has shaped the brand image of for almost forty years Milka and is firmly anchored in the minds of consumers to this day. Despite the relaunch, the brand promise remained “tender”: since 2012 the slogan has been “Dare to be tender”.

6. Nothing is impossible ... Toyota

1985 went Toyota started with this slogan and was able to increase brand awareness by a whopping 176 percent within a few weeks.

7. Red Bull gives you wings

The Austrian company achieved its big breakthrough with the “dream of flying” as a brand concept. Meanwhile stands Red Bull not only for the well-known energy drink, but especially for its sponsorship in the lifestyle and extreme sports sector.

8. I'm not stupid

Even before "greed is cool" worried Media Markt At the end of the 1990s with this slogan for a lot of fuss and conveyed a fun-oriented image with latent provocation.

9. Is it new? No, washed with pearly wool

This 1985 slogan became so popular that the expression even became part of everyday language. Today it is still very popular and is owned by the group handle used as a plea for second-hand fashion.

10. Everything Müller - or what?

Place 10 of the most popular slogans goes to this slogan developed by the dairy in 1991 Müller. If there is hardly any doubt about its popularity, opinions differ on this slogan: In another survey, the Alois Müller dairy even took first place - the most unpopular advertising slogan.

Well-known advertising slogans: What makes your success?

One is the top 10 of themost popular advertising slogans common: they have often been present and known for years or even decades. They are also inextricably linked to their respective brands and have contributed significantly to their success. But what really makes the slogans so successful?

First and foremost are the sayings very memorable and easy to understand - this is how they anchor themselves particularly quickly in the minds of consumers. At the same time, they formulate the USP (Unique Selling Point) of the brand (more or less directly) in a short sentence. Often they do not necessarily advertise the specific product, but rather certain properties, a lifestyle or a certain feeling.

For example, Merci does not advertise the chocolate bars themselves, but rather the feeling of love and gratitude. In this way, brands create an emotional connection to the company, the product or a specific idea. An important aspect that goes beyond a pure advertising promise and establishes brands as part of pop culture.

Incidentally, this successful concept of conveying an attitude towards life is also shining through with more recent slogans: For example, IKEA is successfully focusing on the “work-life-sleep balance” in the current campaign and the LinkedIn career portal states, according to the New Work movement: “Together is the new me. "

How do you create a successful advertising slogan?

  1. Define the brand essence
  2. Know the target audience
  3. brainstorming
  4. Arouse emotions
  5. Use linguistic means
  6. Find the best candidate

A successful slogan is often referred to as THE supreme discipline in marketing and is usually the result of a lot of creative work.

We'll show you strategies and techniques you can use successful advertising slogans Formulate and create concise claims in just a few steps that convey your brand message ideally.

1. Define the brand essence

Before developing an advertising slogan, it is helpful to first define the core of the brand. The following questions will help you to get closer to the brand essence:

  • Should the brand name appear in the slogan?
  • What idea or product is it?
  • What makes the idea / product so special compared to the competition?
  • What feeling do you want to convey?
  • What values ​​does the brand stand for?

It can be helpful to approach the specific features of a product across levels. In this way, you can gradually highlight the USP (or differentiate it from other brands).

So you first name a term, which you break down into a generic term and a more detailed definition. A simple example of a step-by-step definition of the characteristics:

A folding chair (Term) is a piece of seating furniture (Generic term)that is collapsible (more detailed definition). In this way, initial approaches can often already be found, which can then be further expanded.

At best, you give your customers a certain impression of the brand that sets them apart from the competition. For example: "EDEKA - We love food."

2. Know the target audience

The ideal advertising slogan addresses your target group precisely and addresses their values ​​and needs. At this point, ask yourself how you can reach your target group in a targeted manner and create a target group analysis.

You can do that Age, demographic data, regional particularities and individual quirks include. For example, would you like to address adventurous consumers or customers who are close to home?

3. Brainstorm

Take enough time to think in all directions. It helps, first of all to note down all important information about the company, the product or the idea. You can then collect your first approaches - there is no right or wrong.

First word games, sentence modules or rhymes may not immediately correspond to the desired result, but can later become creative slogans.

4. Arouse emotions

Emotions are particularly strongly anchored in the brain. So try one Choosing a language that is emotionally convincing. For example, a claim can be funny, exciting or confidence-inspiring. That doesn't have to mean that a slogan always has to allude to abstract values ​​like love or luck. Provocation or anger can also work very successfully - if they match the brand. A well-known example: "Avarice is cool" from Saturn.

5. Use linguistic means

Metaphors and symbols create strong images in the minds of customers. A melodic word sound can turn a slogan into a catchy tune and thus make it even more successful. So take advantage of it linguistic means to make your slogan more effective.

Don't be afraid to break convention. Contrasts, exaggerations and small risks create an emotional effect and can make a significant contribution to the success of a slogan. But: Always stick to the truth.

6. Find the best candidate

After the brainstorming, it's time to fine-tune it: Gradually delete all ideas that do not convey a clear message or that miss the company's goals. Get in there too Second and third opinions a: How is a slogan received by others and does it convey the desired message?

The following questions can help you to put your ideas into more concrete terms:

  • Does the slogan clearly match the brand identity?
  • Is it easy to pronounce?
  • Is the slogan credible?

In this way, you finally determine a step-by-step slogan that gets to the heart of your brand message and corresponds to your target group.

Tip: use the slogan generator

During the creative process, slogan generators are useful tools for some additional inspiration. Platforms such as Shopify or Sloganizer generate numerous versions of an advertising slogan from a term in a matter of seconds, which - admittedly - do not necessarily make sense in every case, but can still provide exciting food for thought.

Successful Advertising slogans are sometimes a product of chance, but are often the result of intensive brainstorming and creative processes. With a few targeted techniques, successful advertising slogans do not have to be a coincidence, but can be developed systematically.

It is important to always keep an eye on the brand essence and to know your target group and their needs well. Think outside the box and collect ideas that might not fit right away. All of this is an important part of the process and can ultimately help create an innovative advertising slogan.

Originally published April 13, 2021, updated April 20, 2021

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