Brand taglines are tricky business. In just 4-5 words, you have to convey an entire story – what the organization stands for, creates, and who it caters to.

  • You can go for something that’s direct, like LEVI’s “Quality Never Goes Out of Style”
  • Appeal to the emotions of your audience, like L’Oreal Paris does with “You’re Worth It,” which is primarily talking to women
  • Go the old-school jingle route, and sing a catchy earworm, like “Lifebouy Hai Jaha, Tanduristi Hai Waha”

Usually, the best taglines pick one or two aspects/benefits, and go all out on that. For example, Domino’s Pizza has many positive components like taste, convenience, and variety of items.

But their tagline “Khushiyon Ki Home Delivery” (for the Indian market) exclusively focuses on their ability to deliver hot pizzas in 30 minutes or less, right at your doorstep.

As is evident, they’ve picked their “hottest hot point,” and repeatedly hammered at it for more than a decade, which is why it’s so commonly known in every household today.

This goes to show that having a tagline is not enough; you also have to campaign for it consistently over many years to settle down in the TG’s mindspace.

There are many ways to go about capturing your product’s essence, so to give you some inspiration, I’ve compiled what is probably one of the longest running lists of iconic taglines from around the world.

They are all timeless, memorable, and now entrenched in the minds of the masses.

In fact, some of them even turned around the market for their product category. Consider how diamonds skyrocketed in value to become the luxury item we know them as today – it was all because of one brand’s efforts (spot it in the list below).

Think you can beat the greats? Be my guest – maybe someday I’ll add your work here, too!

P.S: This list doesn’t contain the brands’ slogans, which change from campaign to campaign, according to the story or the feature they’re trying to highlight in the ads. In opposition, a tagline is consistent i.e. it usually doesn’t undergo any change for decades.

That said, it’s interesting to note that if a slogan sticks, it may evolve into a tagline, which is exactly the case with our first example.

BRANDTAGLINETECHNIQUE
AppleThink DifferentChallenges the user to be bold
KFCIt’s Finger Lickin’ GoodPinpoints a user behavior
Dollar Shave ClubShave time. Shave money.Witty use of words
Energizer BatteriesIt keeps going… and going… and goingHyperbole of the product’s longevity
California Milk Processing BoardGot Milk?Plays on the lack/FOMO of the product
UberMove the way you wantConveys freedom & convenience as a solution
RedbullRedbull gives you wingsConveys the feeling after consuming it
SkittlesTaste The RainbowPaints a vivid picture using colors
DisneylandThe Happiest Place on EarthAppeals to every kid’s biggest desire
AirBnbBelong anywhereDirectly conveys the emotional benefit of finding homely comforts while traveling
TAG HuerDon’t Crack Under PressureDouble-dip on product feature + customer aspiration of being tough
AdidasImpossible is nothingSyncs well with the sporty tonality
PokemonGotta Catch ‘em all!Tells the series’ entire plot in 4 words
Life Insurance Corporation India (LIC)Zindagi Ke Saath Bhi, Zindagi Ke Baad BhiExplains the brand’s support & service for insurance holders beyond death
Surf ExcelDaag Acche HaiLiterally appreciates the enemy/problem, attaching emotional value to mischief/labor
Kit KatHave A Break, Have a Kit KatPairs the product with the idea of relaxation & pleasure
Axis BankBadhti Ka Naam ZindagiZooms in on the vision of the bank for enriching their customers’ lives
Parle-GG for Genius Uses an existing product letter creatively
Gillette The Best a Man Can GetCalls out the target audience
Asian PaintsHar Ghar Kuch Kehta HaiPersonifies homes
HDFC LifeSar Utha Ke Jiyo Something every man/woman wants is dignity for their family, always
Complan Health DrinkI Am A Complan BoyLiterally makes the product an adjective
Raymond FashionThe Complete ManCreates an aspirational figure for the TG
Cafe Coffee DayA Lot Can Happen Over CoffeeTurns the anxious notion of sitting for coffee into a world of possibilities
KurkureTedha Hai, Par Mera HaiLiterally turns the product negative feature into its USP
MelodyYeh Melody Itni Chocolaty Kyun Hai?Rhetoric question, leaves you wondering
Onida TVNeighbour’s, envy, owner’s pridePositions itself as a “status symbol”
Star PlusRishte Wahi, Soch NayiPreserves the brand heritage but allows it to try new directions
Rice KrispiesSnap! Crackle! Pop!Uses auditory cues memorably
Las Vegas Convention & Visitors AuthorityWhat Happens Here, Stays HereNaughty prompt to go wild in Vegas
Taco BellThink outside the bunAttacks competitors, positioning itself as a better alternative
M&M’sMelts in your mouth, not in your hand.Roasts the negative traits of competitors
TATA SaltDesh Ka NamakLeverages patriotism, apt for the product as it’s part of the nation’s history
Geico InsuranceSo easy, a Caveman can do itExaggerates the ease in user journey
Bounty ChocolateThe Quicker Picker UpperBold move to use a tongue twister
ToyotaLet’s Go PlacesInvites the user on a journey
Meow MixSo Good, Cats Ask for It by NameFunny & witty use of brand name & every cat’s signature call (meow)
MaybellineMaybe She’s Born With It. Maybe it’s MaybellineCreatively uses the brand name & also calls out the TG. Genius!
US Marine CorpsThe Few. The Proud. The Marines.Creates an irresistible cultish aura around being in the army
Tide DetergentTide’s In – Dirt’s OutHints at the action (of putting Tide into your washing machine), led by the result
TATA SkyIsko laga daala, toh Life JingalaalaUses rhyming scheme well
NokiaConnecting PeopleHumanizes the brand’s product
Kerala Tourism BoardGod’s Own CountryElevates the location to a literal holy place

So that was my list of great taglines from India & beyond. Did I miss any good ones?

Let me know your thoughts & favorites in the comments below!

  • 6 min readPublished On: August 20, 2022Categories: Long Reads, WritingBy
  • 6 min readPublished On: August 20, 2022Categories: Long Reads, WritingBy

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