"I'd Like to Buy the World a Coke" had its origins on January 18, 1971, in a

London fog.

Bill Backer, creative director on the Coca-Cola account for the McCann Erickson
advertising agency, was flying to London to meet up with Billy Davis, the music director
on the Coca-Cola account, to write radio commercials with two successful British
songwriters, Roger Cook and Roger Greenaway, to be recorded by the New Seekers, a
popular British singing group.

The heavy fog in London forced the plane to land in Shannon, Ireland. Passengers had
to remain near the airport in case the fog lifted. Some of them were furious about their
accommodations. By the next day, Backer saw some of the most irate passengers in the
airport cafe. Brought together by a common experience, many were now laughing and
sharing stories over snacks and bottles of Coca-Cola. Backer wrote of the scene:

"In that moment [I] saw a bottle of Coke in a whole new light... [I] began to see a bottle
of Coca-Cola as more than a drink that refreshed a hundred million people a day in
almost every corner of the globe. So [I] began to see the familiar words, 'Let's have a
Coke,' as more than an invitation to pause for refreshment. They were actually a subtle
way of saying, 'Let's keep each other company for a little while.' And [I] knew they were
being said all over the world as [I] sat there in Ireland. So that was the basic idea: to see
Coke not as it was originally designed to be -- a liquid refresher -- but as a tiny bit of
commonality between all peoples, a universally liked formula that would help to keep
them company for a few minutes."

When he finally arrived in London, Backer told Billy Davis and Roger Cook what he had
seen in the airport café. After he expressed his thoughts about buying everybody in the
world a Coke, Backer noticed that Davis's initial reaction was not at all what he'd
expected and asked him, "Billy, do you have a problem with this idea?"

Davis slowly revealed his problem. "Well, if I could do something for everybody in the
world, it would not be to buy them a Coke."

Backer responded, "What would you do?"

"I'd buy everyone a home first and share with them in peace and love," Davis said.

Backer said, "Okay, that sounds good. Let's write that and I'll show you how Coke fits
right into the concept."

The 'Hilltop' commercial, which includes the iconic jingle 'I'd Like to Buy the World a Coke', premiered in 1971.

Getting the Message and the Music Right

A chord structure and the beginnings of the melody for the song had been written and
recorded on a cassette tape, played on a ukulele, the previous year by Roger Greenway
and Roger Cook. While waiting for Backer to arrive from Ireland, Billy Davis and
Greenway had begun to develop ideas for radio jingles. Greenway pulled out the tape he
and Cook had worked on and played a variety of melodies for Davis.

Davis loved one of the melodies and he and Greenway expanded on the melody, added a
bridge and wrote a jingle called "Mom, True Love, and Apple Pie." When Backer finally
arrived in London,

Davis and Cook played the material they had been working on for him. Backer loved the
melody for "Mom, True Love, and Apple Pie," and suggested using it for what later
became "I'd Like to Buy the World a Coke."

The four song writers were all accomplished in their craft. Backer had written the Coca-
Cola jingle "Things Go Better with Coke" as well as the jingle for "The Real Thing" Coke
campaign. Davis, Cook and Greenaway were songwriters on many hits of the 1960s.
Davis wrote Jackie Wilson's "Reet Petite" and "Lonely Teardrops," and Cook and
Greenaway wrote pop standards including "Long Cool Woman (In A Black Dress)" and
"You've Got Your Troubles and I've Got Mine."

Working through the night, they crafted the song and, within a few days, Davis
produced "I'd Like to Buy the World a Coke" along with two other commercials he wrote
with Backer, Cook and Greenaway for The New Seekers. On Feb. 12, 1971, "I'd Like to
Buy the World a Coke" was shipped to radio stations around America. While some of the
feedback from the Coca-Cola bottlers was not encouraging, many of Billy Davis's DJ
friends from his record business career began to call him. They were saying things like,
"I'm getting requests to play your commercial like it was a hit record" and "You should
record it as a record."

Backer put his creative team to work to come up with a visual concept for "I'd Like to
Buy the World a Coke." Out of the many creative ideas, the one that stood out was the
one called "The First United Chorus of the World" created by art director Harvey Gabor.
This concept featured young people all around the world singing together on a hillside.
Backer presented the storyboards to The Coca-Cola Company and Coke advertising
manager Ike Herbert approved more than $100,000 to film it.
Bad Weather Ruins Two Commercial Shoots
Phil Messina, the agency's producer, planned the filming of Gabor's visual concept on
the cliffs of Dover. Hundreds of British schoolchildren and 65 principals were cast to lip-
sync the song. Three days of continuous rain scrubbed the shoot. The crew moved to
Rome.
New young people were cast and taught by Davis to lip-sync the song. The opening shot
of the commercial had to have that "right" face, which was filled by a young lady on
vacation in Rome from Mauritius.

The production was delayed by more rain. Finally, late in the day, the crew completed
the climactic helicopter shot. The next day revealed that the young people looked as
though they had really been in a rainstorm. The film was unusable, the budget was spent
and the young people were released to go on their way.

Because of Bill Backer's confidence in the hillside concept, Sid McAlister, the account
supervisor on the Coke account, went to bat on another budget to re-shoot the spot, and
McCann Erickson tried again. The new budget eventually topped $250,000, a staggering
amount in that era.

Harvey Gabor directing the 'Hilltop' shoot in Rome, 1971.

Several Hundred Thousand Dollars Later, Success

Five hundred young people were hired for the chorus from embassies and schools in
Rome. This was a substantial reduction from the original rained-out chorus. A British
governess Davis and Gabor found pushing a baby carriage in the Piazza Navona was
hired for the lead female role. The Italian film company Roma Film filmed the
commercial and this time the weather cooperated. Close-ups of the young "leads" were
actually filmed at a racetrack in Rome, separate from the larger chorus shots. Some of
the distinctive camera angles were forced on the crew as they tried to avoid power and
telephone lines.

"I'd Like to Buy the World a Coke" was released in the U.S. in July 1971 and immediately
struck a responsive chord. The Coca-Cola Company and its bottlers received more than
100,000 letters about the commercial. Many listeners called radio stations begging to
hear it.

A New Pop Version Is Recorded

Billy Davis wanted to produce a record version of the commercial with the New Seekers,
but the group's manager claimed they didn't have time in their schedule to do so. Davis
allowed a group of studio singers to record the new song lyric to "I'd Like to Buy the
World a Coke." They called themselves "The Hillside Singers" in order to identify with
the TV image. Within two weeks of the release of the Hillside Singers recording, it was
on the national charts. Two weeks after that, Davis was able to convince the New
Seekers to find the time and record their version of "I'd Like to Teach the World to Sing
(in Perfect Harmony)," the new title for the song version of "I'd Like to Buy the World a
Coke."

He took them to the studio on a Sunday and produced the record which became the Top
10 hit, followed by the Hillside Singers' version as No. 13 on the pop charts. The song
was recorded in a wide range of languages and sold more sheet music than any song in
the previous 10 years.

Open a full-screen photo gallery.

The Coca-Cola Company donated the first $80,000 in royalties earned from the song by
writers and publishers to UNICEF under an agreement with the writers.

"I'd Like to Buy the World a Coke" has had a lasting connection with the public. The
commercial has consistently been voted one of the best of all time and the sheet music
continues to sell today. The song version is being sung in school glee clubs and church
choirs and played by high school bands all over the world. Thirty years after Bill Backer
was stranded by fog, Coca-Cola is still more than a beverage. It is a common connection
between the people of the world.

Watch the interview with co-creator Bill Backer below about "I'd Like to
Buy the World a Coke."
Commercial Text and Song Lyrics
1. The Commercial

On a hilltop in Italy
We assembled young people
From all over the world
To bring you this message
From Coca-Cola bottlers
All over the world
It's the real thing - Coke.

AND THEY SANG:

I'd like to buy the world a home

And furnish it with love
Grow apple trees and honey bees
And snow white turtle doves

(Chorus)
I'd like to teach the world to sing
In perfect harmony
I'd like to buy the world a Coke
And keep it company
That's the real thing

(Repeat Chorus)

(Chorus 2)
What the world wants today
Is the real thing

(Repeat Chorus 2)

2. The Pop Song Version: I'd Like to Teach the World to Sing (In Perfect
Harmony)

I'd like to build the world a home

And furnish it with love
Grow apple trees and honey bees
And snow white turtle doves

I'd like to teach the world to sing

In perfect harmony
I'd like to hold it in my arms
And keep it company

I'd like to see the world for once

All standing hand in hand
And hear them echo through the hills
For peace throughout the land

(4th Verse included in Hillside Singers Version)

Put your hand in my hand

Let's begin today
Put your hand in my hand
Help me find the way

(Repeat 2nd verse)

………………………………………………………………………………………….

“Mean” Joe Greene, one of the most formidable defensemen in NFL history, nearly lost his
nickname after appearing in a 1979 Coca-Cola commercial that softened his tough-guy image.

The 60-second spot, which premiered during the Major League Baseball playoffs and aired a few
months later during Super Bowl XIV, presented a gentler side of the hulking Pittsburgh Steeler.
A giant teddy bear in cleats.

In the ad, Greene limps to the locker room after a hard-fought game when a starstruck boy
offers him his Coca-Cola. After initially declining the offer, Greene accepts and downs the bottle
 in a single gulp before continuing down the tunnel. Just when it looks as if the boy will walk
away empty-handed and heartbroken, his hero tosses over his #75 jersey and delivers the now-
famous line: “Hey kid, catch!”

The commercial – which won both a Clio and a Cannes Gold Lion and has been consistently
voted as one of the greatest Super Bowl ads of all time – reshaped Greene’s public persona and
expanded his fanbase.

Before it aired, people were intimidated by him. Afterwards, they wanted to hug him.

“I was suddenly approachable,” Greene recalled during a presentation at Coca-Cola

headquarters in Atlanta. “Little kids were no longer afraid of me, and older people – both
women and men – would come up and offer me a Coke.”



Greene waves to an inviting crowd at The Coca-Cola Company in Atlanta, Ga.

Penny Hawkey, the ad copywriter behind the iconic Coca-Cola commercial starring 'Mean' Joe
Greene, talks about her experience working with the NFL great in 1979.

Greene, sharing a laugh here with writer Gary Pomerantz, was reluctant to appear in the ad at first.
But he quickly realized it was an opportunity he couldn’t turn down.

Dedicated fans wore their #75 Joe Greene jerseys.

'Mean' Joe Greene signs autographs for fans at The Coca-Cola Company.

View a Full-Screen Photo Gallery

“That commercial pulled the mask off the gladiator,” added Gary Pomerantz, author of Their
Life's Work, The Brotherhood of the 1970s Steelers. “It stands the test of time as a monument of
brisk, effective, dramatic storytelling.”

Pomerantz moderated the program at Coca-Cola, which also featured Penny Hawkey, the former
McCann-Erickson copywriter who crafted the iconic script. She explained how the concept –
which marked a sharp departure from previous Coke ad campaigns – came together.
“We wanted a boy and an intimidating man – someone who needs and someone who rejects –
and to have plenty of tension and relief when the Coke was handed over,” said Hawkey.

She described how the agency eventually landed on the story’s protagonist. “Several names were
thrown out – Tony Dorsett, Terry Bradshaw, Roger Staubach, ‘Mean’ Joe Greene,” she said,
admitting that she wasn’t a big football fan at the time. And I said, ‘Wait, there’s somebody
actually named ‘Mean’ Joe Greene? Can we get him?’ And the rest is history.”

Greene, who had never acted before, was reluctant to take the gig at first. But he quickly realized
it was an opportunity he couldn’t turn down. “Fortunately for me, it was one of the greatest
decisions I made on my own,” he said.

The spot was filmed in May 1979 at a municipal football stadium in Mount Vernon, N.Y. What
was originally scheduled as a half-day shoot turned into three days due to weather and a few
technical hurdles. Greene and nine-year-old Tommy Okon, who portrayed “the kid,” rehearsed
before the cameras rolled and stayed loose with an occasional game of catch. Hawkey was
surprised by the soft-spoken star’s aura on the set.

“I came to the shoot assuming we’d be dealing with a brute,” she said. “But not at all.”

The shoot did include a few, well, hiccups. Greene struggled to deliver the payoff line, no easy
task after chugging a 16-ounce Coca-Cola. But after a few dozen takes – and 2.25 gallons of Coke
down the hatch – they wrapped production.

The commercial was screened during a Coca-Cola bottler meeting in San Francisco, drawing a
standing ovation. Even Greene’s Steeler teammates, a notoriously tough bunch to please,
approved.

“Some of us had done local commercials, and most of them were kinda hokey so they’d usually
draw a few laughs,” he recalls. “But when I came into the locker room the morning after the
Coke ad aired, all the guys were smiling and cheering for me.”

It wasn’t until a few months later, at the 1980 NFL Pro Bowl, when Greene truly realized the
impact the commercial had on his image. As the American Football Conference (AFC) squad was
finishing up practice at a junior high school in Hawaii and the NFC all-stars were coming on to
the field, something strange happened.

“Typically, the guys who handle the ball – the quarterbacks, running backs and wide receivers –
get all the attention,” Greene recalls. “But as we were leaving the field, all these kids ran past
great names like Roger Staubach, Terry Bradshaw, OJ Simpson and Earl Campbell, and came up
to me. They were carrying Coke bottles, saying, ‘Mean Joe, Mean Joe, will you sign my bottle?’
And I thought, my goodness, times have changed.”

The ad was praised by people from all walks of life – not just football fans – who were touched
by its heartwarming message.
“While we didn’t set out to make a great social or cultural statement, we certainly had one,”
Hawkey said. “Joe was perhaps the first black male to appear in a national brand commercial,
and it had a profound affect at the time. The letters we got were full of gratitude and
excitement.”

Coca-Cola later produced local versions of the spot in several other countries featuring popular
soccer players. And in 2009, Coke Zero invited Pittsburgh Steeler Troy Palamalu to star in a
tongue-in-cheek remake, of sorts. Greene, who admires Palamalu’s no-nonsense game and
humble off-field demeanor, offered his stamp of approval.

The 67-year-old Hall of Famer – a father of three and grandfather of seven – credits the Coke ad
with keeping him in the spotlight for more than three decades.

“It’s been a special 33 years,” Greene said. “It transformed my personal life in terms of how
people looked at me. People would come up to me on the street having no idea I played
football… their association with me was from the commercial.”

He concludes, “It means a great deal to me and to my family. Aside from football, it’s been my
whole life.”

………………………………..

Coca-Cola’s first polar bear print advertisement appeared in France in 1922, and for the
next 70 years, polar bears appeared sporadically in print advertising. In 1993, The Coca-
Cola Company made a dramatic shift in its advertising by introducing the "Always Coca-
Cola" campaign. The campaign by Creative Artists Agency and later Edge Creative was
diverse in nature, with an initial run of 27 commercials designed to appeal to specific
audiences. The ads ran around the world and included a variety of innovative technical
approaches, such as computer animation.

One such commercial, "Northern Lights," introduced what would become one of the
most popular symbols of Coca-Cola advertising, the animated polar bear.

A Puppy Brings a Polar Bear to Life

When asked to develop an innovative commercial for Coca-Cola, creator Ken Stewart
thought about drinking Coke at the movies. As a puppy, Mr. Stewart's Labrador
Retriever had resembled a polar bear. Mr. Stewart saw his dog, thought about polar
bears and how they would go to the movies, and the idea for "Northern Lights" was
born. In the commercial, the polar bears watch the aurora borealis (the "movie") and
drink from bottles of Coca-Cola.
Mr. Stewart enlisted the help of animation company Rhythm & Hues to animate the ads.
Using "space-age" computers and state-of-the-art graphic programs, each ad took some
12 weeks to produce from beginning to end. A lengthy, complex process is required to
bring the furry, always thirsty Arctic creatures to life. As with all television commercials,
the undertaking began with storyboards. With each commercial encompassing only 30
seconds, the animation mirrors scenes taken from previously created storyboards
illustrated by Eugene Yelchin, working with Mr. Stewart and CAA. In this way, each
second of the action is accounted for. Once the storyboards were completed, Mr. Stewart
and Rhythm & Hues created pencil sketches of the polar bears, defining how the bears
would appear in each scene. The sketches then were refined to add detail and
background.

Next, Mr. Stewart and the animators studied films and photos of actual polar bears to
get a better idea of how bears move their heads, bodies and limbs, so they could
incorporate these movements into the commercials.

To get the bear into the computer, Mr. Stewart and Rhythm & Hues employed a sculptor
to create a three-dimensional representation of the bear's head in clay. The model then
was transferred into three-dimensional images and stored in advanced computer
graphics software. The images were constructed by creating a grid of vertical and
horizontal lines on the bear model. An animator, using a stylus connected to a
computer, actually plotted the points along the body of the model until a schematic of
the bear appeared on the computer screen. Once the image was refined and loaded into
memory, the bear could be "moved," allowing it to walk, run, ski, luge or ice skate.

"Movement" for the bears was created as animators plotted the bear's course on the
computer. In addition to manipulating the bear's torso, the head and the limbs had to be
moved separately since the computer-generated-bear was not attached in one piece like
a real bear. During this step, the fine motor movements also were completed.

Additional elements that were not computer-generated - such as a Coca-Cola bottle -

were scanned and stored in the computer and were added at this point. Once the basic
movements were completed, the rest of the picture was refined. Fur was added, eyes
were completed, background was "painted in" and the lighting details - intricate lighting
complete with reflection and shadows - were fine tuned.


A Coca-Cola polar bear cub shares a ball with a seal cub in this 1996 campaign.

In this 2002 ad, two Coca-Cola polar bears are catching a wave -- a snowy one.


The Coca-Cola polar bear shows up in this 1995 ad wearing a soccer shirt to support Brazil's
national team.

Although it's hard to see in this grainy street photo, the poster on the previous slide is featured on
the side of a building in 1923 Paris.


A 1922 poster featured a polar bear cooling down the sun with a refreshing Coca-Cola. This poster
was the first time the company used the polar bear in an advertisement.

While the animation was in production, Mr. Stewart also worked with Glenn Rueger at
Outside Music to compose original music, and created sound effects with Weddington
Productions. To maintain the magical and ethereal quality of the world of the bears, Mr.
Stewart kept the music to a minimum. He used the synthesized music as a source of
punctuation only, and kept the bears dialogue-free, except for the notable "oohs," "ahs"
and grunts, which were created by Mr. Stewart on a sound stage using his own voice,
which then was altered through a computer to make him sound like the bears. The
music and "dialogue," which were minimal by design, required months of work.

"That's really what we were trying to do - create a character that's innocent, fun and
reflects the best attributes we like to call 'human'," said Mr. Stewart. "The bears are cute,
mischievous, playful and filled with fun."

Once the final elements - music, sound effects and animation -- were finished, Mr.
Stewart brought them together during the final edit and the magic of the bears was born.

There have been many polar bear television spots since the 1993 debut, including two
commercials for the 1994 Olympic Games in which the bear slid down a luge and soared
off a ski jump. Bear cubs also were introduced in a holiday ad in which the bear family
selects its Christmas tree.

………………………………..
1) Nike: "Just Do It"
It didn't take long for Nike's message to resonate. The brand became more
than just athletic apparel -- it began to embody a state of mind. It encourages
you to think that you don't have to be an athlete to be in shape or tackle an
obstacle. If you want to do it, just do it. That's all it takes.

But it's unlikely Kennedy + Weiden, the agency behind this tagline, knew from
the start that Nike would brand itself in this way. In fact, Nike's product used to
cater almost exclusively to marathon runners, which are among the most
hardcore athletes out there. The "Just Do It" campaign widened the
funnel, and it's proof positive that some brands need to take their time coming
up with a slogan that reflects their message and resonates with their target
audience.

Source: brandchannel

2) Apple: "Think Different"

This slogan was first released in the Apple commercial called "Here's to
the Crazy Ones, Think Different" -- a tribute to all the time-honored
visionaries who challenged the status quo and changed the world. The phrase
itself is a bold nod to IBM's campaign "Think IBM," which was used at the time
to advertise its ThinkPad.

Soon after, the slogan "Think Different" accompanied Apple advertisements

all over the place, even though Apple hadn't released any significant new
products at the time. All of a sudden, people began to realize that Apple
wasn't just any old computer; it was so powerful and so simple to use that it
made the average computer user feel innovative and tech-savvy.

According to Forbes, Apple's stock price tripled within a year of the

commercial's release. Although the slogan has been since retired, many
Apple users still feel a sense of entitlement for being among those who "think
different."

Source: Blue Fin Group

3) Dollar Shave Club: "Shave Time. Shave Money."

The folks at Dollar Shave Club have made their way onto quite a few of our
lists here on the blog -- like this one on promotional product videos and this
one on holiday marketing campaigns. In other words, it's safe to say that when
it comes to marketing and advertising, they know what they are doing. And
their slogan -- "Shave Time. Shave Money." -- is an excellent reflection of their
expertise.
This little quip cleverly incorporates two of the service's benefits: cost and
convenience. It's punny, to the point, and it perfectly represents the overall
tone of the brand.

Source: TheStephenHarvey.com

4) L'Oréal: "Because You're Worth It"

Who doesn't want to feel like they're worth it? The folks at L'Oréal know
that women wear makeup in order to make themselves appear "beautiful" so
they feel desirable, wanted, and worth it. The tagline isn't about the product --
it's about the image the product can get you. This message allowed L'Oréal to
push its brand further than just utility so as to give the entire concept of
makeup a much more powerful message.
 Source: Farah Khan

5) California Milk Processor Board: "Got Milk?"

While most people are familiar with the "Got Milk?" campaign, not everyone
remembers that it was launched by the California Milk Processor Board
(CMPB). What's interesting about this campaign is that it was initially launched
to combat the rapid increase in fast food and soft beverages: The CMPB
wanted people to revert to milk as their drink of choice in order to sustain a
healthier life. The campaign was meant to bring some life to a "boring"
product, ad executives told TIME Magazine.

The simple words "Got Milk?" scribbled above celebrities, animals, and
children with milk mustaches, which ran from 2003 until 2014, became one of
the longest-lasting campaigns ever. The CMPB wasn't determined to make its
brand known with this one -- they were determined to infiltrate the idea of
drinking milk across the nation. And these two simple words sure as heck did.
 Source: Broward Palm Beach News Times

6) MasterCard: "There are some things money can't

buy. For everything else, there's MasterCard."
MasterCard's two-sentence slogan was created in 1997 as a part of an award-
winning advertising campaign that ran in 98 countries and in 46
languages. The very first iteration of the campaign was a TV commercial that
aired in 1997: "A dad takes his son to a baseball game and pays for a hot dog
and a drink, but the conversation between the two is priceless,"writes Avi Dan
for Forbes. "In a sense, 'Priceless' became a viral, social campaign years
before there was a social media."

One key to this campaign's success? Each commercial elicits an emotional

response from the audience. That first TV commercial might remind you of
sports games you went to with your dad, for example. Each advertisement
attempted to trigger a different memory or feeling. "You have to create a
cultural phenomenon and then constantly nurture it to keep it fresh,"
MasterCard CMO Raja Rajamannar told Dan. And nostalgia marketing like
that can be a powerful tool.

7) BMW: "The Ultimate Driving Machine"

BMW sells cars all over the world, but in North America, it's known by its
slogan: "The Ultimate Driving Machine." This slogan was created in the 1970s
by a relatively unknown ad agency named Ammirati & Puris and
was, according to BMW's blog, directed at Baby Boomers who were "out of
college, making money and ready to spend their hard earned dollars. What
better way to reflect your success than on a premium automobile?"

The goal? To reinforce the message that its cars' biggest selling point is that
they are performance vehicles that are thrilling to drive. That message is an
emotional one, and one that consumers can buy into to pay the high price
point.

Source: BMW

8) Tesco: "Every Little Helps"

"Every little helps" is the kind of catchy tagline that can make sense in many
different contexts -- and it's flexible enough to fit in with any one of Tesco's
messages. It can refer to value, quality, service, and even environmental
responsibility -- which the company practicesby addressing the impacts in
their operations and supply chain.
It's also, as Naresh Ramchandani wrote for The Guardian, "perhaps the most
ingeniously modest slogan ever written." Tesco markets themselves as a
brand for the people, and a flexible, modest far-reaching slogan like this one
reflects that beautifully.

Source: The Drum

9) M&M: "Melts in Your Mouth, Not in Your Hands"

Here's one brand that didn't need much time before realizing its core value
proposition. At the end of the day, chocolate is chocolate. How can one piece
of chocolate truly stand out from another? By bringing in the convenience
factor, of course. This particular example highlights the importance of finding
something that makes your brand different from the others -- in this case, the
hard shell that keeps chocolate from melting all over you.
 Source: Platform Magazine

10) Bounty: "The Quicker Picker Upper"

Bounty paper towels, made by Procter & Gamble, has used its catchy slogan
"The Quicker Picker Upper" for almost 50 years now. If it sounds like one of
those sing-songy word plays you learned as a kid, that's because it is one:
The slogan uses what's called consonance -- a poetic device characterized by
the repetition of the same consonant two or more times in short succession
(think: "pitter patter").

Over the years, Bounty has moved away from this slogan in full, replacing
"Quicker" with other adjectives, depending on the brand's current marketing
campaign -- like "The Quilted Picker Upper" and "The Clean Picker Upper." At
the same time, the brand's main web address went
from quickerpickerupper.com to bountytowels.com. But although the brand is
branching out into other campaigns, they've kept the theme of their original,
catchy slogan.
 Source: Bounty

11) De Beers: "A Diamond is Forever"

Diamonds aren't worth much inherently. In fact, a diamond is worth at least
50% less than you paid for it the moment you left the jewelry store. So how
did they become the symbol of wealth, power, and romance they are in
America today? It was all because of a brilliant, multifaceted marketing
strategy designed and executed by ad agency N.W. Ayer in the early 1900s
for their client, De Beers.

You can read all about the strategy here. The four, iconic words "A Diamond
is Forever" have appeared in every single De Beers advertisement since
1948, and AdAge named it the #1 slogan of the century in 1999. It perfectly
captures the sentiment De Beers was going for: that a diamond, like your
relationship, is eternal. It also helped discourage people from ever reselling
their diamonds. (Mass re-selling would disrupt the market and reveal the
alarmingly low intrinsic value of the stones themselves.) Brilliant.
 Source: Sydney Merritt

12) Lay's: "Betcha Can't Eat Just One"

Seriously, who here has ever had just one chip? While this tagline might
stand true for other snack companies, Lay's was clever to pick up on it straight
away. The company tapped into our truly human incapability to ignore crispy,
salty goodness when it's staring us in the face. Carbs, what a tangled web you
weave.

But seriously, notice how the emphasis isn't on the taste of the product. There
are plenty of other delicious chips out there. But what Lay's was able to bring
forth with its tagline is that totally human, uncontrollable nature of snacking
until the cows come home.
 Source: Amazon

13) Audi: "Vorsprung durch technik" ("Advancement

Through Technology")
"Vorsprung durch technik" has been Audi's main slogan everywhere in the
world since 1971 (except for the United States, where the slogan is "Truth in
Engineering"). While the phrase has been translated in several ways,
the online dictionary LEO translates "Vorsprung" as "advance" or "lead" as in
"distance, amount by which someone is ahead in a competition." Audi roughly
translates it as: "Advancement through technology."

The first-generation Audio 80 (B1 series) was launched a year after the slogan
in 1972, and the new car was a brilliant reflection of that slogan with many
impressive new technical features. It was throughout the 1970s that the Audi
brand established itself as an innovative car manufacturer, such as with
the five-cylinder engine (1976), turbocharging (1979), and the quattro four-
wheel drive (1980). This is still reflective of the Audi brand today.
 Source: Cars and Coffee Chat

14) Dunkin' Donuts: "America Runs on Dunkin"

In April 2006, Dunkin' Donuts launched the most significant repositioning effort
in the company's history by unveiling a brand new, multi-million dollar
advertising campaign under the slogan "America Runs on Dunkin." The
campaign revolves around Dunkin' Donuts coffee keeping busy Americans
fueled while they are on the go.

"The new campaign is a fun and often quirky celebration of life, showing
Americans embracing their work, their play and everything in between --
accompanied every step of the way by Dunkin' Donuts," read the official press
release from the campaign's official launch.

Ten years later, what the folks at Dunkin Donuts' realized they were missing
was their celebration of and honoring their actual customers. That's why, in
2016, they launched the "Keep On" campaign, which they call their modern
interpretation of the ten-year slogan.

"It's the idea that we're your partner in crime, or we're like your wingman, your
buddy in your daily struggle and we give you the positive energy through both
food and beverage but also emotionally, we believe in you and we believe in
the consumer," said Chris D'Amico, SVP and Group Creative Director at Hill
Holiday.
 Source: Lane Printing & Advertising

15) Meow Mix: "Tastes So Good, Cats Ask for It by

Name"
Meow meow meow meow ... who remembers this catchy tune sung by cats,
for cats, in Meow Mix's television commercials? The brand released a simple
but telling tagline: "Tastes So Good, Cats Ask For It By Name."

This slogan plays off the fact that every time a cat meows, s/he is actually
asking for Meow Mix. It was not only clever, but it also successfully planted
Meow Mix as a standout brand in a cluttered market.
 Source: Walgreens

16) McDonald's: "I'm Lovin' It"

The "I'm Lovin' It" campaign was launched way back in 2003 and still stands
strong today. This is a great example of a slogan that resonates with the
brand's target audience. McDonald's food might not be your healthiest choice,
but being healthy isn't the benefit McDonald's is promising -- it's that you'll love
the taste and the convenience.

(Fun fact: The jingle's infamous hook -- "ba da ba ba ba" -- was originally
sung by Justin Timberlake.)
 Source: McDonald's

17) The New York Times: "All the News That's Fit to
Print"
This one is my personal favorite. The tagline was created in the late 1890s as
a movement of opposition against other news publications printing lurid
journalism. The New York Timesdidn't stand for sensationalism. Instead, it
focused on important facts and stories that would educate its audience. It
literally deemed its content all the real "news fit to print."

This helped the paper become more than just a news outlet, but a company
that paved the way for creditable news. The company didn't force a tagline
upon people when it first was founded, but rather, it created one in a time
where it was needed most.

Source: 4th St8 Blog

18) General Electric: "Imagination at Work"

You may remember General Electric's former slogan, "We Bring Good Things
to Life," which they initiated in 1979. Although this tagline was well-known and
well-received, the new slogan -- "Imagination at Work" -- shows how a
company's internal culture can revolutionize how they see their own brand.

"'Imagination at Work' began as an internal theme at GE," recalled Tim

McCleary, GE's manager of corporate identity. When Jeff Immelt became
CEO of GE in 2001, he announced that his goal was to reconnect with GE's
roots as a company defined by innovation.

This culture and theme resulted in a rebranding with the new tagline
"Imagination at Work," which embodies the idea that imagination inspires the
human initiative to thrive at what we do.

19) Verizon: "Can You Hear Me Now? Good."

Here's another brand that took its time coming up with something that
truly resonated with its audience. This tagline was created in 2002 under the
umbrella of "We never stop working for you."

While Verizon was founded in 1983, they continued to battle against various
phone companies like AT&T and T-Mobile, still two of its strongest
competitors. But what makes Verizon stand out? No matter where you are,
you have service. You may not have the greatest texting options, or the best
cellphone options, but you will always have service.

(Fun fact: The actor behind this campaign -- Paul Marcarelli -- recently began
appearing innew advertisements for Sprint.)
 Source: MS Lumia Blog

20) State Farm: "Like a Good Neighbor, State Farm is

There
The insurance company State Farm has a number of slogans, including "Get
to a better State" and "No one serves you better than State Farm." But its
most famous one is the jingle "Like a good neighbor, State Farm is there,"
which you're likely familiar with if you live in the United States and watch
television.

These words emphasize State Farm's "community-first" value proposition --

which sets them apart from the huge, bureaucratic feel of most insurance
companies. And it quickly establishes a close relationship with the consumer.

Often, customers need insurance when they least expect it -- and in those
situations, State Farm is responding in friendly, neighborly language.
 Source: StateFarm

21) Maybelline: "Maybe she's born with it. Maybe it's

Maybelline."
Can you sing this jingle in your head? Maybelline's former slogan, created in
the 1990s, is one of the most famous in the world. It makes you think of glossy
magazine pages featuring strong, beautiful women with long lashes staring
straight down the lens. It's that confidence that Maybelline's makeup brand is
all about -- specifically, the transformation into a confident woman through
makeup.

Maybelline changed their slogan to "Make IT Happen" in February 2016,

inspiring women to "express their beauty in their own way." Despite this
change, their former slogan remains powerful and ubiquitous, especially
among the many generations that grew up with it.

Source: FunnyJunk
22) The U.S. Marine Corps: "The Few. The Proud. The
Marines."
The U.S. Marine Corps has had a handful of top-notch recruiting slogans over
the decades, from "First to fight" starting in World War I to "We're looking for a
few good men" from the 1980s. However, we'd argue that "The Few. The
Proud. The Marines." is among the best organization slogans out there.

This slogan "underscores the high caliber of those who join and serve their
country as Marines," said Maj. Gen. Richard T. Tryon, former commanding
general of Marine Corps Recruiting Command. In 2007, it even earned a
spot in Madison Avenue's Advertising Walk of Fame.
………………………………………………………………………………………………………………………………………………………………….

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