Advertising slogans may come and go – and even return long after being scrapped – but many are more than just branding; they become part of the language and live on years after their brands and agencies have been consigned to the advertising graveyard.
That is what the Advertising Standards Authority reckons, so, in a quest to uncover the most popular, the watchdog has run a UK-wide online poll with YouGov, in which 6,808 consumers were quizzed, with the top ten straplines emerging as:
1 ‘Every little helps’ – Tesco. Created in 1993 by the now defunct Lowe Howard-Spink
2 ‘Just Do It’ – Nike. Coined in 1988 by Weiden + Kennedy
3 ‘I’m Lovin’ It’ – McDonalds. Created in 2003 by German agency Heye & Partner
4 ‘Beanz Meanz Heinz’ – Heinz. Devised by Young & Rubicam in 1967
5 ‘Autoglass Repair Autoglass Replace’ – Autoglass. Devised in-house in 2008
6 ‘For mash get Smash’ – Smash. Launched in 1973 by Boase Massimi Pollitt (BMP)
7 ‘Washing machines live longer with Calgon!’ – Calgon. Created in 1999 by Euro RSCG
8 ‘Should’ve gone to Specsavers’ – Specsavers. Devised in-house in 2002
9 ‘The Best a Man Can Get’ – Gillette. First aired in 1989, written by Grey
10 ‘More reasons to shop at Morrisons’ – Morrisons. Created by Leo Burnett in 2006, reprised in 2023
Naturally, the ASA is keen to point out that what was once widely accepted in advertising and society may now be seen as outdated or inappropriate, citing cigarette ads that once advised that smoking was ‘good for your throat’ and recommended by doctors, and confectionary ads that claimed eating chocolate could help keep you slim.
ASA chief executive Guy Parker said: “Ads have the unique power to connect with people and this list of the UK’s most memorable ad slogans reminds us of just how iconic some slogans, straplines and campaigns have become.
“These slogans aren’t just marketing tools, they’ve become part of our language, humour and shared experiences, reflecting the essence of British culture and the creativity of the ad industry. At the ASA, we’re proud to celebrate the ads that people love while ensuring they remain responsible and trustworthy for everyone.”
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