When you read that title, most people think of the James Bond Film made in the 1970s. But it was actually an advertising slogan that the diamond merchant, DeBeers’, copywriters came up with in the 1940s to promote their products at a time of post-war austerity. You’ve got to admit, it certainly made an impact, as nowadays every prospective bride expects to get a diamond engagement ring and most people recognises the phrase.
We live in an age where we are bombarded with adverts – on the radio, on TV, the internet, magazines and posters. Nearly every company – big or small – uses a slogan to promote its brands.
Other well-known advertising campaigns, in the past, have used the following phrases to sell their products:
Beanz meanz Heinz – to promote Heinz baked beans.
Guinness is good for you – though I’m not sure the anti-alcohol lobby would agree with that now!
Go to work on an egg – Fay Weldon, the well-known novelist, was one of the copywriting team that came up with this classic for the Egg Marketing Board in the 1950s.
So what makes an advertising slogan average, good, or the best? The short answer is that the perfect slogan should highlight the core essence of the brand. Every brand is there to make money, but from a consumer’s point of view does the slogan say enough? Does it really tell them what need or desire the product is going to fulfil?
Here’s a list of some of the most memorable slogans of recent times. I’m sure you’ll recognise most of them:
Harley Davidson – American by Birth. Rebel by Choice.
Nike – Just do it.
PlayStation – Live in your world. Play in ours.
Yellow Pages – Let your fingers do the walking.
Kodak – Share moments. Share life.
Red Cross – The greatest tragedy is indifference.
McDonalds – I’m loving it.
KFC – Finger lickin’ good.
So next time you’re using one of your favourite products, why not see if you can come up with a suitable catch phrase for it? Who knows, you could be the copywriter that comes up with a slogan that stands the test of time and is still selling the goods (Diamonds are Forever) 60 years later!
Author: Diana Nadin
