Unique slogans. Slogan for advertising: the best and worst examples
In this article we have collected 99 masterpieces of Soviet and Russian advertising over the last 100 years, from the slogans of Vladimir Mayakovsky to the Yandex slogan. The list includes both truly talented creations and pearls from the category “What was the author smoking?” They have one thing in common: they have finally and irrevocably gone among the people and become catchphrases. So, the most famous slogans in Russia.
“Coming from dachas, from cities and villages, there is no need to scramble in search - you will immediately find EVERYTHING neatly, quickly and cheaply in GUM!”, Vladimir Mayakovsky, 1923.
“There hasn’t been and isn’t a better nipple, I’m ready to suck until I’m old,” Vladimir Mayakovsky, 1925.
“Require topping up of beer after the foam has settled” (Glavpivprom Restaurant).
“Keep your money in savings banks.”
“It’s time for everyone to try how tasty and tender crabs are (Glavryba).”
"Fly on Aeroflot planes."
“Who goes where, and I’m going to Sberkassa.”
"Peace, friendship, chewing gum!" (Rotfront confectionery factory).
“It’s time for you, and it’s time for you to conclude agreements with the fan plant” (MoVen plant).
Slogans from the 90s
“Pay your taxes and sleep well” (Tax Police).
"World History" (Imperial Bank).
“Tanks are not afraid of dirt” (KAMAZ).
"Taste of Victory" (Herschi Cola).
“We are not freeloaders. We are partners” (MMM).
"Hoper Invest. Great company."
“We will succeed” (“Russian Project” on ORT, 1995).
“I am a white eagle!”, vodka “White Eagle”.
“Don't slow down. Snickersney!”
“Take a break and eat a Twix.”
“Russia is a generous soul.”
“Sometimes it’s better to chew than to talk,” Stimorol, 2000.
“Image is nothing, thirst is everything. Don't let yourself dry out", Sprite, 2000.
Beer brand slogans
“Time flies with Fatty!”
“Solodov. I am responsible for quality"
"Baltika. Where Russia is."
"Stella Artois. Perfection is priceless."
"Doctor Diesel. We are so different, and yet we are together.”
"Golden Barrel. We need to meet more often."
“Who is coming for Klinsky?”
Car brand slogans
“On all roads of the country”, Lada Priora.
"Drive the Dream", Toyota.
"Exceeding Expectations" Nissan.
“You surprise me,” Volga.
"Pursuit of Excellence", Lexus.
cellular
"Live on the bright side", Beeline.
“People are talking”, MTS.
“The future depends on you”, Megafon.
“Simply cheaper”, Tele2.
“The prices are just crazy,” Euroset.
“Live by communication”, Svyaznoy.
“More opportunities to talk about important things,” Rostelecom.
Beverages
“Take everything from life”, Pepsi.
“Just add water”, Invite.
“Join in!”, Fanta.
“Life is a good thing. Whatever one may say,” Rich juices.
“It’s nice to have a house in the village,” dairy products.
“Red Bull is inspiring.”
“May tea is my favorite tea.”
“Life is good when you drink slowly”, Mirinda.
“Find out what you can do”, Burn.
“The best in tea, the best in me,” Lipton tea.
Food
“And let the whole world wait”, Danissimo.
"Fresh solution", Mentos.
“Charge your brains”, Nuts.
"Heavenly Delight", Bounty.
“Fresh breath makes it easier to understand,” Rondo.
“I ate it and that’s it,” Snickers.
“Sweetness and freshness in just two calories,” Tic Tac.
“It's all about the magic bubbles”, Wispa.
“Chewing - not worrying”, Chewits.
“Milk tastes twice as good if it’s Milky Way.”
“The most delicious protection against caries”, Orbit.
“Once I try it, I eat it now,” Pringles chips.
“Dumplings without haste”, Samych.
“People love Doshirak.”
"Fun and delicious at McDonald's."
Hygiene products, cosmetics, household chemicals
“Are you still boiling? Then we are coming to you!”, Tide.
“Pure is pure Tide.”
“Will never let you down”, Rexona.
“There is no better man”, Gillette.
“Kills all known microbes outright”, Domestos.
“Everyone loves you, and you love Maybelline.”
“Speaks your body language”, Alwas.
“Be confident. Wear Libresse.”
Appliances
“Reliable household appliances exist. Proven by Zanussi."
"We care about you", Tefal.
“We work, you rest”, Indesit.
“We guess wishes”, Ariston.
"Made with intelligence", Electrolux.
"Ideas for Life", Panasonic.
And the most successful, in our opinion, slogan of our time is the Yandex motto “Everything can be found.” The perfect expression of the essence and benefits of the product in a nutshell.
The funniest slogans in Russian advertising
In conclusion - 12 of the coolest slogans, when you involuntarily ask the question: “What was the author smoking?”
“For big and small things”, SantekhUyut.
“Your ass is smiling”, Sudocrem.
“The toilet is the face of the hostess”, Harpic.
“Flatulence has no chance,” Espumisan.
“So soft that you can trust it with the most precious things,” Zewa toilet paper.
“Your strength is in our eggs,” Soyuz poultry farm.
"Fornos" punches dad's nose."
“The prices are low, like golden pancakes,” supermarket chain Pyaterochka.
“My husband drinks, but I’m calm for him,” Aquaphor filters.
“Your legs will move like a Swiss watch,” advertisement for compression garments.
“Don’t even bother with dumplings”, “Three Little Pigs” dumplings.
“He’s like me, only a bank,” Trust Bank.
“If you want to be original for originality’s sake, you can show up to work every morning with a sock in your mouth.” Leo Burnett.
"People don't buy from clowns" by Claude Hopkins.
Inspiration and high sales to you!
What it is
An advertising slogan is a short motto of a company or product that conveys the main idea of the entire advertising campaign. The word “slogan” itself means “slogan”, “call” or “motto” when translated from English. This short phrase carries a huge meaning - with the help of it, the manufacturer expresses the main idea or goal of his entire slogan, which is also to increase brand recognition, its image and prevalence among consumers.
Problems of creating a slogan
As can be seen from practice, many manufacturers and sellers of goods encounter problems when creating their own recognizable motto. It often happens that an advertising appeal simply does not work, is not remembered by customers and, therefore, does not make sense. In this regard, not all companies undertake to create a slogan, and in this case, advertising for a particular product or company is presented differently each time. Meanwhile, a properly developed slogan means quite a lot - it allows you to make a product easily recognizable, memorable, and supports the company’s image and the brand that it represents.
Slogan for advertising: how to create
Experts in the field of advertising and PR say that there are several rules that should be followed when creating slogans. First of all, this phrase should be memorable. That is, an associative series is created when a buyer, hearing a specific set of words, imagines a brand or product in whose advertising this phrase is involved. In addition, the company's motto should be easy to pronounce - do not clutter it with long phrases and difficult-to-understand words. Ideally, a slogan consists of 2-4 words (sometimes you can use 6). This is convenient not so much for attracting attention as for perception and memorization.
If the motto is too long, no one will read it completely when printed. The use of rhyme has an extremely beneficial effect on perception - a rhymed text will firmly stick in the buyer’s head, especially if you use it constantly and many times. Figurative phrases and speech patterns engage people's imagination, and this is very beneficial for the manufacturer. For example, an advertisement for one of the dental clinics indicated a guarantee of 10,000 candies. A sort of mountain and a lot of candy wrappers immediately appear in the imagination - such an image is easy to remember. Naturally, the more fully the created phrase meets all these requirements, the more success can be expected from it.
What words should you not use?
Another basic condition that an advertising slogan must meet is originality. This is very important, since there are a number of words that are already so hackneyed and used that they simply do not have any effect on buyers. These include several nouns: idea, choice, look, taste, sensation, harmony, dream, decision, quality, color, aroma, pleasure, secret, bliss. Adjectives that are also no longer effective are exclusive, correct, true, valid, unique, unique, special, impeccable, worthy, prestigious, faithful, genuine, real, unique, tried, perfect. They are used so often in advertising that they are no longer perceived by customers as words with meaning, but simply look like a set of letters. If some of them are still used, then it is better to dilute them with original additions or unexpected meaning so that the slogan is not too banal.
The meaning of the slogan
When creating a slogan for advertising, authors can use several approaches to its semantic load. For example, you can indicate the functional subtleties and features of a product, declaring it the best of its kind. You can emphasize the benefits for the consumer - what exactly he will receive when purchasing the product. You can position your product as most suitable for a certain social, demographic or age group - using advertising slogans aimed at it. Examples: “Gilette - there is no better thing for a man”, “The new generation chooses Pepsi”, etc. It is good if the advertisement indicates one of the main activities of the company - “We connect people” for cellular communications, for example. An excellent result is achieved by mentioning the company’s merits or its high status - “20 years on the market,” for example, or “We make sports accessible” from “Sportmaster.” Some manufacturers create a certain feeling of closeness to their buyer, assuring that “You are worth it” or “Everyone is delighted with you.” It is imperative to take into account: slogans of advertising companies should in no case have a dismissive or condescending tone, and denial should not be used - as this will subconsciously cause rejection. The best option is to use only positive ones that every buyer wants to attribute to themselves.
Special techniques that effectively influence the consumer
In the advertising field, it is customary to subtly influence the buyer’s perception using special techniques - these include wordplay. For example, when so-called alliteration is used - all the words in a phrase consist of similar letters or each word begins with the same letter - “Your pussy would buy Whiskas”, “Clean - pure Tide”, “Wella - You are great”. For the same goals, the technique of repeating positive words is used: “A reputable bank for reputable people,” “A fresh look at fresh fruit.” At the same time, it is necessary to take into account where exactly the advertising will be used - in printed publications the main load is given to the text, here the importance and meaning of each word or phrases are difficult to overestimate. In videos, you can perfectly complement the appeal with visuals and bright pictures. Radio advertising gives you the opportunity to use intonation and voice - “RedBull is inspiring.”
Using a Neutral Motto
All advertising slogans can be divided into those that speak about a specific product or activity, and those that simply represent some kind of positive appeal or thought: “You are always ahead of the competition”, “Think positive”, “We make your business prosper” . Such phrases, on the one hand, are convenient from the point of view of repurposing a company - they can be used for any activity, even if the company suddenly starts producing something else in addition to the main product, and on the other hand, they do not indicate anything and can be used by any other company. In addition, this is perceived as a set of words - such a slogan does not say anything specific about the product or service, which means that the client may simply not pay attention to it.
The best slogans for advertising
Creating advertising is a creative process, and here a lot depends not only on following the rules, but also on the talent of the creator. For example, many of the most famous advertising slogans “went to the people” - this is a great success for the company and its product. Repeated repetition of a phrase by people greatly increases the popularity of a brand. The best advertising slogans are remembered for many years, even when the product is no longer on the market. Examples include these phrases: “Peace, friendship, chewing gum - Rotfront company”, “Yandex - everything is available”, “Sometimes it’s better to chew than talk - Stimorol”, “Russia is a generous soul”, “Tanks are not afraid of dirt - KAMAZ ", "Take a break - eat Twix." A successful play on words is used in advertising "Volnoy - Volvo", "If there is an idea - there is IKEA". In beer advertising, successful examples of slogans are "Who is coming for Klinsky?", "Ovip Lokos" , “Time flies with a Fat Man” - all these phrases are well-established in modern language and are often mentioned without reference to the brand.
Western companies usually form a new slogan for each country into which a product is imported, and on the Russian market many products are also recognizable precisely thanks to the slogan: “Rexona - will never let you down”, “Take care of yourself. Garnier”, “Rondo - fresh breath makes it easier to understand ". Everyone knows all these advertising mottos and slogans. Due to frequent repetition in the media, such advertising really works and motivates consumers to choose these particular products.
Errors in advertising
Unsuccessful advertising slogans, unfortunately, are quite common. For example, the slogan “If you eat dumplings, you will live forever like Lenin” or “We will cover the whole country!” is thought-provoking! from a shoe factory. Such calls sound rather strange; not every buyer will run to purchase a product after such advertising. Sometimes errors are caused by incorrect translation - for example, the Pepsi company launched a video in the Chinese market in which the call “Cheer up with Pepsi” was translated as “Pepsi will raise your ancestors from the grave,” and one of the American beer companies called for “Make yourself free,” which translated into Spanish it became "Suffer from Diarrhea." Needless to say, the product was not a success. There are oddities in which a manufacturer is forced to rename a product in order to sell it in a certain country - for example, Visit condoms were renamed Vizit in Russia to avoid the association with “hanging”. Another example is that the Nestle company, when promoting the Gerber brand, did not take into account the fact that in African countries it is customary to draw only the products themselves, and not people, on product packaging, since many in the country do not know how to read and are guided only by the pictures on the packaging. The company's products depicting children and happy mothers were not in demand until the company changed its design.
Story
Slogans have been used in advertising for a very long time. In the Soviet Union, many enterprises used this method of increasing demand. For example, Vladimir Mayakovsky was responsible for the creation of legendary calls - he penned the mottos “Nowhere except in Mosselprom”, “Comrades people! Be cultured! Don’t spit on the floor, but spit in the trash cans!”, “There were no better nipples and there are none, ready suck until old age..."
In Western countries, slogans are used not only to attract buyers, but also churchgoers. For example, the phrases “Shock your mother. Go to church”, “We guarantee salvation! Otherwise we will return your sins” are widely popular.
In some cases, an advertising slogan is left without translation in order to preserve the originality of the company and emphasize the main idea. Most often, this is permissible with very short phrases, the meaning of which can be guessed without translation - for example, Volkswagen. Das Auto or Nike.
From all of the above, we can conclude that creating a slogan is real creativity and a whole science, which should not be forgotten by anyone who wants to promote their product or product to the market and sell it profitably more than once.
What are the benefits for a copywriter?
Samples of world classics do not have to be rewritten word for word. Sometimes a popular saying can prompt a creative author to an interesting idea, give a hint, a message for his own unique plan.
In order to immediately catch a large customer on the Internet and do well, you should choose orders for commercial texts. Today they sell at a good price: PR articles, selling texts and one-page sites () and all kinds.
Examples of advertising slogans for different purposes.
- product promotion
- attracting clients
- increase in sales
- company presentations
- corporate slogans, corporate motivational slogans, slogans, mottos, etc.
This is a unique handicraft by a creative master, which requires not only the birth of beautiful and profitable ideas. Such texts give a good monetary return. Both to the company for the customer and to the painstaking copywriter.
Note! This is just an article with a few examples. If you want to gain professional knowledge and an official certificate confirming your qualifications, sign up for lessons.
Once upon a time, the modern concept of “slogan” came to us from the language of the ancient Gauls, who lived before the Roman era. Literally it meant a battle cry, an appeal, an important message. Since the end of the 17th century, the concept has been revived, and it has been successfully used as an advertising tool.
The slogan should evoke a psychological message, stimulate the subconscious desires of clients, partners, competitors and buyers.
Examples of advertising slogans - basic techniques.
H The more powerful the response from the customer company’s clients was, the more effective the copywriter’s work was.
- Short phrases, minimum words
Only better. (Clothing by Francesco Donni)
Simply brilliant (Skoda car)
Naturally AVENT (products for babies and mothers)
Manage dream! (Toyota automaker)
- Rhymes, oxymorons, consonances, puns
These levers are used to easily remember information. It is useful to include humor, metaphors, and irony. It is important to find words that will attract attention and evoke strong emotions (fear, indignation, happiness, anticipation, satisfaction, deliverance, pleasure, inspiration, hope, etc.).
Volny – “Volvo” (homonyms – consonant words, easy to remember)
One pair for each pair. Salamander (“couple” evokes romantic feelings, duplicated words are remembered faster)
Nuts – charge your brain (humor, message for health)
Wash your water before eating! Brita (consonance with a famous proverb, metaphor, humor).
- Numbers and time frames
If there is a number in an advertisement, it catches your eye first. The presence of any digital value in a call or headline excites passions and expands the buyer’s imagination. Time or product restrictions (deadline) are also of increased interest.
Examples of slogans with numerical values:
Rennie. 5 minutes and no heartburn! (fast)
Today is cheaper than tomorrow! (fear of being late, dream of saving money)
Guarantee for 10 thousand candies. George Dental Group (pleasant and long lasting)
Triple protection for the whole family. Aquafresh (impact power)
8 doors for the price of 4! Lada car in Germany (feeling of pleasant savings)
10 years of success - a guarantee of reliability (a solid record of achievements)
Maximum possibilities. Maximum freedom. Lexus (unlimited quantity).
- Issues and controversies
Any question in the article arouses in the reader a feeling of curiosity and a desire to know the answer. The question may leave something unsaid, intriguing, or a hint of continuation. Contradictory concepts also attract the reader's attention (everything ingenious is simple).
Examples of slogans with questions and contradictions:
Are you still boiling? Then we go to you! (Tide Powder)
Who is coming for Klinsky? (Beer)
The Snow Queen. Where do you dress?
Do you think I have no taste? (Winston)
Easy victory over difficult fat (Fairy) – a contradiction of phrases
- Inducing feelings of pleasure:
Words that are associated with a pleasant taste, smell, beautiful body, clothes, environment are always effective. The tender sensations and anticipation of owning something special relaxes the buyer’s vigilance, releasing portions of serotonin into the brain - the hormone of joy and happiness.
Mars. Everything will be covered in chocolate! (Mars candies)
L'Oreal Paris. After all, you deserve it! (L'Oreal cosmetics)
Buy yourself some OLBI (shares of the OLBI trading house)
Everyone is delighted with you! And you from Maybelline (Mayline cosmetics brand)
Pleasure without delay! (Nissan Almera car).
- Gaining benefit, solving a problem
Expressions and phrases are popular in advertising that promise the client something useful - for health, well-being, comfort, happiness, raising children, improving working conditions, for quick learning, receiving and purchasing.
Microwave. Vitamins remain (Panasonic)
Kinder milk slice. Milk you can snack on! (Kinder Surprise)
The song of illness will be short-lived. Doctor Mom (potions)
Pinosol. Sneeze on a runny nose! (Pinosol drops)
Winning with a clear advantage. (Audi car).
Paraphrase what has already been written before us, add your own meaning, humor, zest, and the reader will definitely show a healthy consumer interest in your information!
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Slogans, mottos, slogans: Stores
Love for bargains? This is our family!
SURNAME, department stores sales. Advertising in the Russian Federation, 2011
Our prices are a real treasure!
SURNAME, department stores sales. Discount season slogan, 2009
Price crash! 50% 70% 90%!
FAMILIA, department store chain. Sales slogan in Russia, 2008
15 days that will rock your wardrobe.
FAMILIA, chain of “department stores of sales”, slogan of the discount season, 2008
The metro sticker depicts Evgeny Skidkin, Natalya Razumnaya, John Sayles
299:00 in favor of the buyer.
PEREKROISTOK, supermarket chain. Advertising in Russia and Ukraine, 2011
Each product has its own “account” numbers
Eat more meat.
PEREKROISTOK, a chain of grocery stores. Slogan on behalf of a rooster and hen calling for beef, 2009
Start in Knightsbridge, visit forward-thinking shoppers' favorite department stores, climb exotic staircases and let Piers in his pinstriped suit show you the magic of the latest high definition screen... Then go to dixons.co.uk and buy it.
Get off at Knightsbridge, visit the discerning shopper’s fave department store, ascend the exotic staircase and let Piers in the pinstripe suit demonstrate the magic of the latest high-definition flatscreen… Then go to dixons.co.uk and buy it.
DIXONS, online sale of household appliances and electronics. Headline and slogan in the UK, 2009
Knightsbridge is an expensive area in London. Piers Morgan is a popular TV presenter in Britain.
Start at the trendy end of Oxford Street, move into the super-techy rooms of London's most famous department stores and, courtesy of Marc Jacobs' sandaled AV consultant, check out this year's must-have plasma... And then head to dixons.co.uk and buy her.
Get off at the fashionable end of Oxford Street, drift into the achingly cool technology hall of London's most happening department store and view this year's must-have plasma courtesy of the sound and vision technologist in the Marc Jacobs sandals… Then go to dixons.co .uk and buy it.
Dixons.co.uk. The last place you want to look.
Dixons.co.uk. The last place where you want to go.
Enter the favorite department stores of the English middle class, stroll past the haberdashery to the electronics department, where a horribly well-mannered young man will bend over backwards to find the TV that suits you... And then go to dixons.co.uk and buy it.
Step into middle England"s best loved department store, stroll through haberdashery to the audiovisual department where an awfully well brought up young man will bend over backwards to find the right TV for you… Then go to dixons.co.uk and buy it.
Dixons.co.uk. The last place you want to look.
Dixons.co.uk. The last place where you want to go.
DIXONS, online sale of household appliances and electronics. Headline and slogan in the UK, 2009
You need to work at Eldorado!
ELDORADO, a chain of electronics and household appliances stores. Recruiting slogan, 2008
"El Dorado". Credit as you need it.
ELDORADO, a chain of electronics and household appliances stores. Credit program slogan, 2008
You need to give what you need!
ELDORADO, a chain of electronics and household appliances stores. Slogan for pre-holiday trade with discounts, 2008
Learn the right way!
ELDORADO, a chain of electronics and household appliances stores. Image slogan
For mere pennies!
ELDORADO, a chain of electronics and household appliances stores. Advertising slogan recognized as unethical
The largest store in the world.
FAMILY ROOM, home goods stores, including “the largest light store in Europe” in the Rumyantsevo shopping center, Moscow, 2009
It's easy to know where to buy.
FAMILY ROOM, furniture hypermarket in Moscow, 2009
The third one eats for free. 3 products for the price of 2.
KOPEYKA, retail chain. Motto of the discount season, 2009
No one will miss the sale!
Sale is a terrible force!
TEKHNOSILA, stores of household appliances and electronics. New Year's sale slogans, 2009
Time for immodest proposals.
TEKHNOSILA, stores of household appliances and electronics. Motto in support of favorable prices for customers and instant prize draws, 2009
Common sense stores.
TEKHNOSILA, stores of household appliances and electronics. Image slogan in Russia
We throw off the excess.
KASHIRSKY Dvor, shopping complex. Motto in Moscow and the region, 2009
The girl on the banner is throwing off more and more “extra” clothes as discounts increase.
1. Reduce prices. 2. Increase discounts to 30%. 3. Gifts for every buyer. General Director of the Law Firm "Golden Pride".
GOLDEN PRIDE, chain of jewelry stores, Russia, 2009
Love what you buy.
Love what you buy.
CONSUMERSEARCH.COM, product and price comparison service. Image slogan
Mmm... Discounts.
CAMPER, a chain of mono-brand shoe stores. Slogan for special offers, 2009
New mood.
MEGA, family shopping centers. Slogan for the New Year, December 2009
Pack your summer!
MEGA, family shopping centers. Advertising slogan in Russia, 2009
A list of brands in Mega for the summer is provided
Everyone has their own gift.
Each has its own gift.
MEGA, family shopping centers. Sales slogans on the eve of February 23 and March 8, 2009
When buying gifts in MEGA, receive your gift CHECK. Check your gift CHECK.
MEGA, family shopping centers. Lottery slogan among buyers, 2009
From the covers to your wardrobe!
MEGA, family shopping centers. Advertising slogan in Russia, 2009
Everyone has their own Santa Claus.
Each has its own Snow Maiden.
MEGA, family shopping centers. Advertising slogan in Russia, 2008
Portrait of Santa Claus, made up of gifts for young men. Portrait of the Snow Maiden, composed of gifts for girls-girls-women
Everyone has their own.
MEGA, a network of family shopping complexes. Image slogan in Russia, 2008
Global insulation in MEGA!
MEGA, chain of shopping and entertainment centers, autumn 2007
Oooh, I don’t understand this at all! Only at Ion they will set everything up for you and teach you how to use it.
ION, a chain of electronics stores. Slogan on behalf of Santa Claus, December 2009
Holiday at home!
OBI, building materials stores. Slogan for the New Year, December 2009
Repair. Country house. Profitable.
OBI, building materials stores. Image slogan, 2009
We build profitable relationships.
OBI, stores of goods for construction, home and garden. Image slogan, 2008
I'm slashing prices to the bone!
Beware, price mayhem!
The buyer is our everything!
MEDIA MARKT, a chain of electronics stores. Slogans for New Year's trade, December 2009
Eh, “Pyaterochka”! Oh yes mother!
PYATEROCHKA, retail chain. Slogan on the territory of the Russian Federation, 2009
Vovochka has two marks, and Pyaterochka has quality.
PYATEROCHKA, retail chain. Advertising slogan in Russia
This is where we need to go!
TWINSTOR, trade and exhibition center in Moscow, 2009
If you don't see what you came for, you've come to the right place.
Optical store
The focus is on the price!
Svyaznoy, a network of communication stores. Slogan of the promotion, in which the buyer will be awarded reward points when purchasing Sony cameras, 2009
30 DAYS BEFORE THE CLOSING OF THE SEASON.
Slogan in a Moscow store window, 2009
Your mood is what you wear today.
QUELLE, clothing trade by catalogue. Advertising slogan in Russia, 2009
Combine with a good mood.
The perfect wardrobe without leaving home.
What suits you suits you!
QUELLE, clothes - by mail. Advertising slogans in Russia, 2008
Good florist.
Handwritten poster in the underground passage between the Maly Theater and the Metropol Hotel in Moscow, August 2009
We are friends with discounts.
Children's goods store in Moscow, 2009
Discounts are growing.
MASK, jewelry store on Arbat in Moscow, 2009
Let everyone say Aswaaq.
Let's all speak Aswaaq.
ASWAAQ, a chain of stores in the United Arab Emirates. Image slogan, 2008
Food for pleasure.
SGOMONI, trading network. Image slogan on the territory of the Russian Federation
It's time to change clothes and have fun.
METROPOLIS, shopping and entertainment center in Moscow, 2009
A city of great opportunities.
METROPOLIS, shopping and entertainment center in Moscow. Image slogan, 2009
Real wine. Correct prices.
RELAX, wine store in Moscow, 2009
70% at our expense!
INCITY, fashion stores. Promotional campaign, in which every day from 11.00 to 12.00 there was a 70% discount in all Incity stores, Russia, 2009
Prices are knockout!
INCITY, chain of fashion stores, 2007
New spring. Old price.
FASHION & COMFORT, stores in Moscow. Advertising slogan in Moscow, 2009
Many brands - one store! Lesnaya, 51.
A secret address known throughout Moscow. Lesnaya, 51.
FIRMATO & SCONTATO, multi-brand store of clothing, shoes, accessories. Advertising slogans in Moscow, 2009
Everything is for real.
We make discounts for age.
I think it's great! (on behalf of a fashionably dressed boy)
CHILDREN'S WORLD, chain of stores. Advertising slogans in Russia, 2009
Anniversary prices for goods for the holiday.
Sound sleep is available to everyone. (“Sultan Harestua”, mattress)
Small investments for a big future. (everything for studying)
Don't miss the first call. (“Decade”, alarm clock)
Accepts a load of knowledge. (“Snille”, work chair)
Sheds light on family relationships. (“Lampan”, table lamp)
The conflict between fathers and children has been resolved. ("Poeng", armchair and children's chair)
Deals with the arrival of his mother-in-law. (“Solsta”, double sofa bed)
Four-legged family pet. (“Lakk”, side table)
Mom has an analytical mind. (“Expedit”, rack)
There is someone in the family to rely on. (“Valbjerg”, pillows)
Everything goes to the dacha. Keep the change. (goods for the garden)
No need to blame it on the dacha. (i.e. buy a new one for your dacha, and don’t dump junk there)
The cards are in your hands! (card for 30% of the cost of a Pax wardrobe upon purchase)
Save on the second half. (50% discount on kitchen fronts when purchasing a Faktum kitchen)
Fair discounts.
It's time for H! (tea cups)
Love at first dish. (kitchens)
All! There is nowhere less! All! (discounts)
30% discount in reality, not in a dream. (mattresses “Sultan”)
Every day quality guarantee for 25 years. (mattresses “Sultan”)
Women's holiday is a man's business! (present)
IKEA, home goods stores. Advertising slogans in Russia, 2009
We have a gift for inventing gifts. An IKEA gift card is unusual and practical.
IKEA, home goods stores. Slogan promoting IKEA gift cards, 2008
Every page is a favorite. New IKEA catalog 2009.
IKEA, department store. Advertising slogan in Russia, 2008
Home is the most important place on earth.
Who can resist a beautiful kitchen? (kitchen "Factum")
A gift is a man's friend. (soft toy dog “Gosig Terrier”)
A good gift is worth the candle. (Calt candles)
One for all, and all for one! (tables and chairs)
Gift for dessert. (dishes)
From IKEA to the cottage and relaxation to boot! (wickerwork, flowers, bonsai)
Children's products at children's prices.
IKEA, home goods stores. Advertising slogans in Russia, 2008
Learn to sleep with us.
We are not together for one night.
This buddy isn't just a one night stand.
This girlfriend is not a one-night stand.
IKEA, home goods store, sleep products - beds, blankets, pillows... Slogan of an advertising campaign in Russia, 2008
Prices frozen in the summer will remain idle for a year.
IKEA, home goods store. Advertising slogan in Russia, September 2008
Holiday for your home!
There will be no more. We have reduced prices on hundreds of products for the whole year!
IKEA, home goods store, 2007
Think bolder.
IKEA, home goods store, image slogan
I have an idea. There is IKEA.
IKEA, home goods store, image slogan in the 1990s and early 2000s
No certificate - no love.
No certificate – no love.
CROCUS CITY MALL, shopping center in Moscow. Gift certificate slogan, eve of February 14 and March 8, 2009
Gift certificate Crocus City Mall. Now you know exactly what to give her for New Year.
CROCUS CITY MALL, shopping center, Moscow, 2007
Come light.
CROCUS CITY MALL, shopping center, Moscow, 2008
Things lose value, but do not lose dignity.
CROCUS CITY MALL, shopping center in Moscow, sale slogan, 2007
Shopping as an art.
CROCUS CITY MALL, shopping center in Moscow. Image slogan, 2006
The art of fitting.
CROCUS CITY MALL, shopping center, Moscow, 2006
Time to buy.
LOTTE PLAZA, shopping complex in Moscow, winter 2009
Happy New Sale!
LOTTE PLAZA, shopping center in Moscow. Motto of the New Year's sale, 2008
Looking for furniture? Look for benefits!
GLOBUS, furniture center. Advertising slogan in Moscow, 2009
Italian fashion for Russian winter.
IVAGIO, leather and fur salons, 2009
We won't stand behind the price. Total sale.
IVAGIO, a chain of leather and fur salons in Moscow. Slogan of the discount season, 2008
We create an impression.
WORLD OF LEATHER AND FUR, a chain of leather and fur stores. Image slogan in Russia, 2008
It's a pity to give it away for almost nothing.
WORLD OF LEATHER AND FUR, Russian department store chain, sale slogan, 2008
Buyers forcefully take things from sellers
You may be confused with a star...
WORLD OF LEATHER AND FUR, chain of stores, 2007
Now or never! Super sale in March!
COLOR OF SOFAS, furniture stores. Slogan for the period of special prices, 2009
PRICE REDUCTION by 100% of the range in January!
COLOR OF SOFAS, federal chain of upholstered furniture salons. Slogan of the discount season, 2009
Vegetables and fruits at appetizing prices.
RAMSTOR, a chain of hypermarkets. Slogan for the discount season in Moscow, 2009
Make a wish and open your eyes...
HERMES, scarves, accessories, clothing, perfumes... Slogan for New Year's sales, 2008
Store window with a scarlet Hermes tree and gifts under it
Wake up and buy it.
Chain of stores in Yekaterinburg. Seasonal sale slogan, 2008
The best thing is the necessary “Thing”!
THING, a chain of clothing and accessories stores. Image slogan, 2008
There are many bright streaks in life. Open up the spring streak!
There are many bright streaks in life. Open the discount bar.
THING, chain of clothing and accessories stores, 2008
Shooting crazy prices!
F, a chain of shoe stores. Motto of the discount season, 2008
All the best in a complex.
Family values.
GRAND, furniture shopping complex near Moscow. Image slogans
Drinks and food always available!
UVENCO, installation and maintenance of vending machines. Advertising slogan in Russia, 2008
Divine shopping.
HYMENEY, shopping center in Moscow. Advertising slogan in Moscow, 2008
Two nuns, having fallen for the “divine”, leave the Hymen with shopping bags
For ten years we have been working for those who feel the difference.
AROMATNY WORLD, Russian chain of wine supermarkets. Image slogan in Russia on the occasion of the company’s anniversary, 2008
Let's make up for the lack of joy.
EXPEDITION, online store of equipment and gifts for hunters, fishermen, tourists, motorists. Image slogan in Runet
Kiss me at Parade.
PARADE, a chain of shoe and accessories boutiques in Moscow. Advertising slogan in Moscow, 2008
Shopping with the mood!
WAY PARK, shopping and entertainment center in Moscow. Image slogan, 2008
Shopping bags smile with their hands
Buy a book. Enjoy.
BOOKBURY, a chain of bookstores in Moscow and a number of Russian cities. Image slogan
There is nothing extra in our prices.
LEROY MERLIN, hypermarket chain. Advertising slogan in Russia, 2008
Slow down, take a look!
PULMART, shopping complex on Yaroslavskoe highway in the Moscow region, 2008
We are ready for the school year. And you?
MOSCOW HOUSE OF BOOKS. Slogan of the trade campaign for September 1, 2008
Books, music, perspective.
REPUBLIC, a chain of music and book stores in Moscow. Image slogan, 2007
A win-win summer in Ile de Beaute.
ILE DE BEAUTE, a chain of cosmetics and perfume stores. Slogan of the All-Russian lottery, 2008
We're cutting prices!
KANT, sports stores. Seasonal sale slogan, 2008
25% For everyone and everything!
L'ETOILE, chain of perfumery and cosmetics stores. Discount slogan, 2009
Spring is coming. And prices are melting.
L "ETOILE, slogan of branded cosmetics and perfumery stores, 2008
My favorite bookstore!
MOSCOW, bookstore in the capital. Image slogan
Your main bookstore.
BIBLIO-GLOBUS, bookstore in Moscow. Image slogan, 2007
WE HAVE NOTHING EXCEPT a huge selection of paints, varnishes, enamels, primers, putties, adhesives, solvents, drying oils, cold galvanizing, dry mixes...
KHIMKOM, trade in building materials, Moscow, 2007
Pleasure for every day!
GLOBUS GOURMET, gastronomes, 2007
Taking two liters of milk while losing three liters of blood? Everything will change in the Age of the Platypus!
platypus, convenience stores (delivery upon request), 2007
A gift that will be appreciated.
FITNESS HOUSE, a store of good exercise equipment, Russia, 2007
Crazy days 11-14.10.2007. Crazy prices!
STOCKMANN, chain of stores, sale slogan, 2007
Let everything be YOUR WAY!
THREE FAT MEN, a chain of plus size clothing stores, 2007
VIPysknoi BAL.
TSUM, department store. Slogan for the prom season, Moscow, 2008
Anyone who doesn't wear Prada is a loser!
TSUM, department store, Moscow, 2007 (FAS recognized the advertising as inappropriate and fined the department store)
Good prices - good life.
KARUSEL, hypermarket chain, image slogan, 2007
Ironing. We love you. We wait.
A new style of caring for things.
VLADIMIRSKY PASSAGE, department store in St. Petersburg, 2007
A series of printed modules are designed as a tag sewn into clothes, with warnings about washing modes, etc.
Another world.
It's another world.
MOSCOW DUTY FREE, image slogan
Always something special.
HEINE, supply of clothing and accessories with catalog order. International image slogan
Everyone has their own Babylon.
GOLDEN BABYLON, shopping center
We know how it works.
ION, chain of digital equipment stores, image slogan
Kitty! I went to Rio, I’ll be there in the evening.
RIO, shopping and entertainment center
For the good of the cause.
Stationery store slogan
Emotions as a gift!
SPORTMASTER, a chain of sports equipment stores
Let's give everyone a treat!
OCHAKARIK, chain of eyeglasses and lenses stores
Where do you dress?
SNOW QUEEN, clothing store chain
October price revolution!
ARBAT-PRESTIGE, a chain of cosmetics and perfume salons. Seasonal promotion slogan, 2006
Whatever your stomach, body or mind requires,
– everything is provided to a person by GUM.
STATE DEPARTMENT STORE (GUM). Advertisement for Mayakovsky
If you're looking for inspiration, check out our list of awesome slogans from world famous companies.
But before that, let’s figure out what a “good slogan” is and what exactly makes it selling.
What is a slogan?
Tagline is a phrase or group of words that identifies a product or company.
Companies need slogans for exactly the same thing as logos - for advertising. The only difference is that logos are visual advertising, and slogans are audio advertising. But both of these formats attract the attention of consumers much more effectively than the name of the company or product alone. In addition, a logo or slogan is much easier to understand and remember.
The purpose of any slogan is to convey to the client the main message of the brand, a key idea that will certainly remain in people’s memory.
How to create an effective slogan?
All successful slogans have similar characteristics:
- It's memorable
The slogan should be easily recognizable. A few short, bright, memorable words can be used in advertising, videos, posters, business cards, etc. - It conveys the core value of the brand
What should be sold is not the product's features, but its benefits - this is the golden rule of marketing, ideal for creating successful slogans. A good slogan should clearly and clearly convey information about the benefits of the company (product) to the target audience. - It makes your brand stand out from your competitors
Find what sets your brand apart from others and use it to create your slogan.
- It evokes positive emotions towards the brand
Successful slogans use positive, optimistic words. For example, the slogan “Russia is a generous soul” will evoke positive emotions among consumers, while the slogan “Otmochitos in the style of Cheetos” will only cause bewilderment.
So, we've looked at the key characteristics of successful slogans. Now let's see how modern companies use them in practice.
1. Nike - "Just Do It" / "Just Do It"
Nike's message immediately resonated with people. The company has become much more than an ordinary manufacturer of sportswear and shoes - it represents a special state of mind and body! Nike's motivational message gives hope to people around the world: “If you want to do something, just do it!”
The specialists at the Kennedy + Weiden agency, who came up with the legendary slogan, could hardly imagine that it would become so popular. Nike used to make clothing exclusively for marathon runners. But after the resounding success of the slogan, Nike's audience increased many times over. This example just goes to show that some companies take time to create a slogan that conveys the brand message and resonates with the target audience.
2. Apple - "Think Different" / "Think Different"
This slogan first appeared in Apple's “Here's to the Crazy Ones, Think Different” advertising campaign, dedicated to famous dreamers who challenged the system and were able to change the world. The phrase itself is a bold response to IBM's “Think IBM” campaign, which at that time presented its ThinkPad.
Soon, the slogan “Think Different” began appearing in all Apple advertising, despite the fact that the company was not releasing new products at that time. Suddenly people began to realize that Apple was These are not just computers, but both powerful and easy-to-use devices available to each of us.
3. L"Oréal - "Because You"re Worth It" / "After all, you deserve it"
Who among us doesn’t want to feel worthy of something? L'Oréal specialists know for sure that women use cosmetics to feel more beautiful, attractive, desirable and... worthy this. The L"Oréal slogan does not talk about the product itself, but about the image and sensations the company can give to women. This message allowed the L"Oréal brand to go beyond and change the usual concept of the cosmetics industry.
The celebration of the 40th anniversary of the slogan “After all, you deserve it” took place in Paris. Guest stars - Jane Fonda, Freida Pinto, Iness de la Fressange and others came to congratulate L'Oréal Paris and talk about what it means to them to collaborate with a brand whose slogan makes millions of women around the world believe in themselves.
4. MasterCard - "There are some things money can"t buy. For everything else, there's MasterCard" / "There are things that cannot be bought. For everything else, there is MasterCard"
This two-sentence slogan was coined by MasterCard back in 1997. At the time, the slogan was part of an outstanding advertising campaign that was launched in 98 countries in 46 languages. The very first appearance of the advertising campaign was on television in 1997. The content of the ad was this: a father and son go to the baseball field together, the father pays for tickets, hot dogs and drinks, but the conversation between father and son is priceless. After this, the MasterCard advertising campaign became truly viral, long before the advent of social networks.
What is the secret of the MasterCard campaign? Each commercial evokes emotions in viewers, awakening pleasant, dear memories - for example, as was the case with the first advertisement, memories of going to a baseball game with dad. Nostalgia is a very powerful marketing tool.
5. BMW - "The Ultimate Driving Machine" / "Full Drive"
BMW sells cars all over the world, in North America the brand is known under the slogan “The Ultimate Driving Machine”. This slogan was coined in the 1970s by the Ammirati&Puris agency and was aimed at “baby boomers” who began to earn their own money and were ready to spend it. And what better demonstrates status than buying a premium car?
With this slogan, the brand wanted to emphasize the fact that BMWs are cars that will take your breath away to drive. It was based on an emotional message for which consumers were willing to pay more.
For Russia, the slogan “With pleasure behind the wheel” (Freude am Fahren), which has existed since 1961, has become more popular.
6. M&M - "Melts in Your Mouth, Not in Your Hands" / "Melts in your mouth, not in the heat"
Understanding the value proposition of this brand is not difficult at all. How can one type of chocolate differ from another? M&M were able to differentiate their product from competitors - their chocolate does not melt in your hands.
7. De Beers - "A Diamond is Forever" / "Diamonds Forever"
Essentially, diamonds cost at least 50% less than what you would pay for them at a jewelry store. So why did they become a symbol of wealth? All thanks to the amazing marketing strategy from N.W. Ayer, developed in the early 1900s for De Beers.
The iconic phrase “Diamonds are forever” began appearing in every De Beers advertisement since 1948, and in 1999 AdAge named it the best slogan of the century. Its main message: diamonds, like your relationships, are forever. Which, among other things, stopped consumers from mass resale of diamonds (and therefore reducing their value). Brilliant move.
8. Lay's - "Betcha Can"t Eat Just One" / "I bet you can't eat just one"
In Russia, this slogan was translated with slight changes and sounded like “So delicious that you can’t resist!”
Seriously, has this worked for anyone? Although this slogan would have been suitable for other snack companies, Lay's was the first. The slogan does not describe the taste of the product. Instead, the brand turned to the peculiarity of human nature: it is simply impossible to stop eating chips.
9. Audi - "Vorsprung durch technik" / "Excellence in high technology"
“Vorsprung durch technik” has been the main slogan of Audi worldwide since 1971. The Audio 80 (B1 series) appeared a year later in 1972: these cars with new technical characteristics were an excellent reflection of the slogan. And still the slogan “High-Tech Excellence” ” is relevant for the Audi brand. It is important to note that Audi invariably leaves its slogan in German on written media, no matter in which country they sell and advertise their cars.
10. McDonald's - "I"m Lovin" It" / "That's what I love"
The “I’m Lovin’ It” advertising campaign was launched in 2003 and is still relevant today. This is a great example of a slogan that resonates with your target audience. The food at McDonald's is far from the healthiest, but many people really love its taste.
11. Maybelline - "Maybe she"s born with it. Maybe it's Maybelline" / "Maybe she was born with it. Maybe it's Maybelline"
In Russia, this slogan was translated with minor changes and sounded like: “Everyone is delighted with you, and you are delighted with Maybelline.”
Maybelline's first slogan was created in the 1990s and has become one of the most famous throughout the world. It instills a sense of self-confidence in women. After all, brand cosmetics can make her look like a model from a glossy magazine.
The company changed its slogan to "Make IT Happen" in February 2016, inspiring women to express their understanding of beauty in their own way. However, the previous motto does not lose its relevance.
12. The New York Times - "All the News That"s Fit to Print" / "All the news that can be printed"
The slogan was created in the late 1890s and was a response to other publishers who made money only from sensationalism. The New York Times, on the other hand, focused on important facts and stories that taught readers something new. Thanks to the slogan, the newspaper became considered a trustworthy source of information.
