STATE FARM INSURANCE

“Like a good neighbor, State Farm is there” (1971-present) Like GEICO and Allstate, State Farm has found its choice words, and it's sticking with them. In 1969, after Hurricane Camille hit Galveston, Texas, a journalist wrote an article that the luckiest neighbors in the area had State Farm insurance. Two years later, State Farm used the observation to coin the phrase, "Like a Good Neighbor, State Farm is There." Forty years later, they're still making ads with the slogan. (Sean Davis/flickr)

MCDONALD'S

Countless ad variations include: "The closest thing to home" (1967–1969), "You deserve a break today" (1971–1975), "It's a good time for the great taste of McDonald's" (1984–1988), "Did somebody say McDonald's?" (1997–2000), "We love to see you smile" (2000–2003), "I'm lovin' it" (2003–present)After experimenting with 22 slogans in the U.S. alone, McDonald's launched "I'm lovin' it" in 2003, its first ever unified global ad campaign. In Brazil, the slogan translates to an effusive "I love all this a lot." (Ricardo Ricote Rodríguez/Flickr)

COCA-COLA

Long list of slogans. Most antiquated include: "Great national temperance beverage" (1906), "Meet me at the soda fountain" (1930), "Don't wear a tired, thirsty face" (1933). Every few years, Coke seems to change its slogan to keep up with the times. While the company used to focus on the experience of drinking, the latest slogans emphasize something more permanent and indefinite, such as "Always Coca-Cola" and "Make it real." (twm1340/flickr)

FEDEX

“When it absolutely, positively has to be there overnight”(1978–1983), “Our most important package is yours” (1991–1994), “The way the world works” (1996–1998), “Be absolutely sure” (1998–2000), “Relax, it’s FedEx” (2004–2008), "The world on time" (2009-all present) FedEx slogans neatly track the rise of online commerce. The mottoes originally emphasized timing and dependability, but with the globalized economy emerging in the 1990s, the company emphasized its "world"wide reach. (REUTERS/Mike Segar)

VERIZON

"Join in" (2000), "We never stop working for you" (early 2000s), Can you hear me now? Good" (mid-2000s), "Rule the Air" (2010)Verizon, a portmanteau of "veritas" and "horizon," emerged from the AT&T break-up in the early 1980s. As the company moved from land-line phones to cell phones to broadband, it shifted its message from dependability to call quality to mobile access. (REUTERS/Anthony Bolante)

BURGER KING

"Have it your way" (1974), "Best darn burger" (1978), "Burger King town" (1986), "The Whopper says" (2001), "Have it your way" (2005)Sometimes, you get it right the first time and don't realize it. McDonald's perennial also-run revived its short-lived 1970s slogan six years ago, and you can still hear the "have it your way" jingle on television today ... even after a truly bizarre sequence of ads with a large king face stalking screaming women with Whoppers. (chelsea sabrina/flickr)

PEPSI

Includes: "Twice as much for a nickel” (1939-1950), "Come alive, you're in the Pepsi generation" (1987-1990), "Generation Next" (1997-1998), "Something for everyone" (2008-present), "Every Pepsi refreshes the world" (2010-present) Pepsi's fundamental challenge has always been to distinguish itself from a superior competitor with a product so analogous that a blind taste test can barely establish a difference. The company compensated by aiming young and snagging Michael Jackson, Justin Timberlake and the Spice Girls to assist with its messaging. The Cola Wars no longer have the same fizz of the 1980s, now that the top two sodas in the U.S. are Coke and Diet Coke. (JetSharkLambo/flickr)

WENDY'S

"Hot-N-Juicy" (1979-1980), "Wendy's has the taste you crave"(1980-1981), "Quality is our recipe" (1969-present), "You can eat great, even late" (1997-present), "You know when it's real" (2009-present) Wendy's was sued in 2011 for running an ad featuring the line "You can't fake fresh," which a Florida company claims to own. The "fresh" theme, plus the recent shift from "you can eat great, even late" to "you know when it's real," reflects a mainstream movement against unhealthy fast food ... no matter when you can eat it. (REUTERS/Rick Wilking)

DR. PEPPER

Includes: "King of beverages" (1889-1914), "America's most misunderstood soft drink" (1960s), (1984-1997), "Just what the Dr ordered" (2000-present)Dr. Pepper's memorable use of fake doctors (last names "Dre" and "Love") continues a legacy of off-the-wall, never-quite-consistent slogans that never quite endorse the product's quality, but rather create a culture of coolness around it. Why should a soft drink need 23 flavors? Why should I drink something just because it's misunderstood? Who knows. Meanwhile, the product continues to gainshare in the soft drink market.(julesquits/flickr)

GEICO

"Fifteen minutes could save you fifteen percent or more on car insurance" Has any modern brand successfully unified so many sayings, themes, and characters under one slogan as GEICO? Between the talking Gecko, the cavemen (who inspired, you don't remember, a TV series once), the used car salesman guy asking rhetorical questions ("Was Abe Lincoln Honest?"), and more, GEICO has assembled a circus of advertisements, which all end with the same simple frame and slogan. (aresauburn/flickr)

aresauburn/flickr

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WHEATIES

"The Breakfast of Champions" (1929-present)Wheaties has had the same slogan since 1927, when it erected a billboard at a minor league ballpark that said, "Wheaties - The Breakfast of Champions." In 1934, the first athlete to appear on the iconic box was Lou Gehrig, the first baseman from the New York Yankees. That box is in the picture to the left. (Pop History Dig)

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Date: 2015-12-17; view: 1230