‘Just do it’, it’s ‘Sure to rise’ and ‘Finger lickin’ good’. Read over these slogans and you immediately know the brands behind them. Slogans, in any context, can immediately trigger brand recognition and all a company stands for—something ASB recently confirmed when changing its slogan back to ‘One step ahead’. We take a look at the decision and why the once retired idea still works today.
‘Just do it’, ‘The best a man can get’, ‘Show us your crack’ … They’re all slogans that have in some way captured our attention, seared themselves into our consciousness and given us a powerful catchphrase to remember a brand by. And this year marks the 40th anniversary of another successful catchphrase, L’Oréal’s ‘Because I’m Worth it’, which was thought up by a 23-year-old copywriter in New York in 1971 “when a new spirit of feminism was in full swing”. We’ve got a hamper containing an assortment of L’Oréal Paris skincare for both men and women, hair care products and cosmetics worth more than $420 to give away to one lucky StopPresser, so add your favourite slogan of all time to the comment wall and the best effort gets the goods.
There’s nothing better than making fun of twee town slogans (aside perhaps from coming up with your own). And a contest run by grabaseat and BillieTees called ‘Love Your Town’ has unearthed a few crowd-sourced beauts, with Cecilia of the West Coast and her ‘She’ll be Whitebait’ effort chosen as the worthy winner.
It’s fair to say that ridiculing New Zealand towns – or, more particularly, the slogans attached to them – is one of our nation’s favourite pastimes. And we have the metrics to prove it