WE ALL KNOW HOW brands sell commodities across all markets in the world. An advertising slogan has a positive effect on the sales of a product as it increases memory retention of the brand along with summing up the product’s unique selling proposition in a short catchy phrase. These phrases have changed the face of their parent companies over the years as well as established mega brands in the world markets today. The Review Bin reviews 12 famous tag lines that helped generate revenue for their companies.
12. Coca-Cola – “It’s the real thing“
Coca-Cola is a ubiquitous organisation and you can find it spanning continents. That also means different ad campaigns across different countries, which makes Coca-Cola famous for its varied slogans. India has been using “Open happiness” since 2012. Earlier in the decade, we saw Amir Khan promoting Coke using the famous slogan “thanda matlab coca-cola” followed by the popular “jo chahe ho jaye, coca-cola enjoy” promoted by Hrithik Roshan and Aishwarya Rai Bachchan. In 2011, the slogan “Burrrrrrrr” was used which however didn’t pack much of a punch. Coca-Cola used the simple slogan “Drink Coca-Cola” when it was formed in year 1886 in the USA. However, the international slogan for Coca-Cola is “It’s the real thing” created in 1969.
11. FedEx – “When it Absolutely, Positively has to be there overnight”
FedEx or Federal Express is a courier titan in the world with promise of safe and timely delivery of consignments across the world. It generates an annual revenue of over 42.7 bn USD with over 300,000 employees worldwide. The company is based out of Memphis in the state of Tennessee in the United States of America. Fortune magazine named FedEx as one of the top 100 companies to work with in 2013. “When it Absolutely, Positively has to be there overnight” was used between 1978 and 1983 and was the first slogan that was created by FedEx. “Absolutely, positively anytime” was used by FedEx in 1995, 12 years later on similar lines following the popularity of the former. FedEx is known to cycle taglines and slogans once in two times on an average, with the this slogan being the most popular. The current FedEx slogan since 2009 has been “The World on Time”.
10. KFC – “It’s finger licking good”
The slogan created by KFC back in the 1950s made KFC famous! It has been so popular since then, that the Louisville, Kentucky based fast food company didn’t change their slogan until 2006. The slogan “Follow your taste” lasted until 2010 after which KFC adopted “So Good” as their latest marketing slogan. As of 2012 KFC has more than 190,000 employees across China, UK, USA, India, Philippines and other developing markets with a revenue generation of 9.5 bn USD in the year 2012.
9. Adidas – “Impossible is nothing”
Adidas is yet another continent spanning sports apparel company in a perpetual competition with formidable competitors like Nike, Reebok, Puma etc. As of 2012, the company generates 14.5 bn Euros worth of revenue with over 86,824 employees across the world. “Impossible is nothing” was the most famous slogan created by Adidas which however has been changed to “Adidas is all in” as the current marketing slogan aimed to unify all the products sold by the company under a singular marketing regime for effective sales among their patrons and new consumers in sports, music, fashion, street and pop culture.
8. BMW – “The ultimate driving machine”
One of the titans of the automotive industry in the world, the famous slogan of the Munich based BMW has largely remained unchanged over the past decades. BMW generates a revenue of 68.8 bn Euros as of 2011 with over 100,000 employees across its globe spanning network. The tagline “The ultimate driving machine” was conceived by BMW in 1971 and has remained since then. There was an uproar when BMW began its new “Joy” advertising campaign for the 2010 winter olympics when the patrons of BMW across the world began a public outcry that BMW was turning its back on one of the best taglines in the business world ever. However BMW maintains that they never abandoned it completely.
7. Red Bull – “It gives you wings”
The Austrian company Red Bull GmBH churned out an energy drink that rose in popularity amidst the various controversies concerning health related issues. The energy drink is promoted via extensive advertising and events involving extreme sports like Red Bull racing and the extremely popular Red Bull Air racing, celebrity endorsements and music through its record label called Red Bull Records. Red Bull did not get a market approval in three European states of France, Denmark and Norway for several years after the energy drink was introduced, but was later approved in all the EU states and 164 countries in the world.
6. APPLE – “Think Different“
Apple is the electronic titan in the world which churns out products like Cell phones, laptops, Operating systems, Tablets PCs Apple TV and music players. The incorporation generates a revenue of over 150 bn USD with over 70,000 employees across its network.Things perhaps got merrier for Apple after ‘Think Different’ slogan was created by Apple in 1997. Although Apple is known to have different slogans for different products, but the current slogan is the most closely associated slogan for Apple since its creation. The first slogan that was coined by Apple was “Byte into an Apple” in its late 1970’s until 1997. For the promotion of Mac, “iThink, therefore iMac” was used and the iPhone has been promoted under the “say hello to iPhone” banner. The latest product from Apple – the iPhone 5 is using “The biggest thing to happen to iPhone since iPhone”
5. MasterCard – “There are somethings that money can’t buy, for everything else there is MasterCard“
The current marketing campaign initiated by MasterCard is ‘Priceless’ and this is the associated slogan. The slogan is being used to promote both its credit and debit cards alike. They are also using the same slogan to promote their ‘Priceless travel’ site which provides special services, deals and offers for their clients who hold a MasterCard. MasterCard has used a humorous way to tap into the consumer market to portray an amicable credit card company by telling people there are things other than money that one could worry about. They say the humor can keeps the tensions of credits, money and finances off the consumer’s head while dealing with a credit card company. Although many parodies have been made following the use of the slogan, MasterCard has threatened legal action against a few, but in the end, all publicity is good publicity.
4. Nokia – “Connecting People”
As per unit sales, the Espoo, Finland based Nokia is the #2 company after Samsung with over 30 bn USD of revenue generation annually and a workforce of 97,798 employees across 150 countries, Nokia’s slogan “Connecting People” has remained unchanged since its creation in 1992 by Ove Strandberg. Until 1991, Nokia used three shaded black arrows instead of “Connecting People” in its logo. Nokia has a subsidiary called the Nokia-Siemens Network since 2007. They use a different logo and tagline for their firm which has an annual revenue of about 14 bn Euros and a CEO of Indian origin Mr. Rajeev Suri at the helm. Nokia is Finnish and Siemens is German, however their headquarters is based in Espoo, Finland.
3. Kingfisher Airlines – “Fly the Good times“
Kingfisher Airlines is a popular premium airline operating in India with an annual revenue averaged at 1.06 bn USD in 2012. The airline has about 6,000 employees across all states of India. The slogan “Fly the good times” is an unchanged tagline of KFA since its inception in May 2005. Kingfisher rose to great popularity with this catchy slogan and the services offered in the following years. Many ‘Guests’ (as the company calls its customers and clients) acknowledging the airlines as a Motivation to travel by air. Premium and a luxury liner brought to the common public at reduced fares, KFA quickly bagged the Numero Uno Airline in India and three global awards at the Skytrax World Airline Awards in 2010. It’s presently going through a financial turmoil, but we know it’ll be back with a bang. It’s my employer after all!
2. Nike – “Just Do It“
Perhaps one of the most popular slogans of all time, “Just Do It” has been the mainstay slogan for Nike since as long as 1988. As of 2012, Nike generates a revenue of 24.1 bn USD and has about 44,000 employees on its rolls. Nike is a sport’s apparel and accessory titan and faces stiff competition from Adidas. Nike’s logo (the “swoosh”, or the tick mark) is more popular than its slogan, although the comparison in the logo and the slogan is an extremely tight one. Many a times, either the slogan or the logo is enough to mark the apparel as a Nike product. Other times, both are used together.
1. De Beers – “A Diamond is Forever”
This famous slogan that we’ve seen on TV belongs to De Beers. The largest diamond mining and manufacturing company in the world which made Diamonds what they are today for all of us. De Beers is approximately 20,000 strong and had a turnover of over 6.8 bn USD in 2008. De Beers introduced the ‘Forevermark’ to India, China, Japan, Hong Kong and the United States of America as a mark of authenticity and purity. The slogan was created in 1948 and has stayed thereon making it a permanent face of the company. This slogan has worked so well, that most of us relate to diamonds via the De Beers tagline “A Diamond is Forever” irrespective of the number of other diamond mining and manufacturing companies that have come up over the decades.
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