Word-of-Mouth and Referral Marketing Blog

The 10 Best Marketing Slogans Of All Time

Slogans condense the essence of entire brands into singular phrases.

A sticky slogan is a very powerful way to influence how customers talk about your brand. It tells them your reason why, and can evoke emotions for your storytelling.

To help inspire your slogan writing skills, we compiled a list of the greatest slogans ever…  along with their origins –  some of which you’d never expect!


10 greatest marketing slogans of all time powerful brands

Click to view the full infographic, or scroll down to see each section


1. Nike‘s Marketing Slogan: Just Do It was inspired by a heinous criminal

nike marketing slogan just do it best slogans of all time

Agency: Wieden+Kennedy
Year: 1988

“Just Do It” challenges athletes to rise to the occasion in the face of overwhelming adversity.

This motivational slogan has rather grim origins – it was inspired by the last words of Utah killer Gary Gilmore, who said “let’s do this” as he faced a firing squad.

The slogan has been used for almost 30 years and is attributed with helping Nike triumph over Reebok in the ‘Sneaker War’ of the 80’s. These days, it still goes strong, paired with Nike’s identity of the brave and the rebellious – like Colin Kaepernick.

2. Kit Kat‘s Marketing slogan – Have a break, have a Kit Kat was coined to sell chocolate to the workforce

kit kat marketing slogan have a break have a kit kat best slogans of all time

Agency: JWT Orland
Year: 1958

Kit Kat was conceptualized in 1937 as a chocolate bar that men could take to the workplace and enjoy during breaktimes.

From the get-go, Kit Kat ads used the word “Break” to signify both breaktime and breaking a finger off the Kit Kat bar… but it wasn’t until 1957 that the iconic slogan was coined.

In spite of losing the iconic slogan after a brief legal battle in 2004, Kit Kat recently reclaimed the line and proudly uses the same slogan it had nearly 60 years ago.

Read next: Kit Kat’s marketing strategy

3. California Milk Processor Board’s Marketing Slogan – Got Milk? was popularized by Michael Bay (yes, THAT Michael Bay)

california milk marketing board marketing slogan got milk michael bay best slogans of all time

Agency: Goodby Silverstein & Partners
Year: 1993

“Got Milk” began as a tagline from a series of ads featuring people struggling uncomfortably after having dry or sticky treats without any milk to wash it down.

The slogan almost didn’t make the cut. Staff at the ad agency deemed it “lazy” and “grammatically incorrect”. The first run of award-winning ads with this slogan were directed by Michael Bay.

A year after the slogan was introduced, a total of 2.8 billion gallons of milk were sold in the California region.

4. M&M’s Marketing slogan – Melts in your mouth, not in your hand is the world’s favourite slogan

M&Ms marketing slogan melts in your mouth not in your hands best slogans of all time

Agency: Ted Bates
Year: 1954

This slogan debuted in 1954 with Peanut M&Ms. It was coined to set their  candies apart from its competitors, whose candies would leave unpleasant sticky messes on consumers’ fingers.

A survey by researchers from Texas Tech University recently found that M&M’s slogan was the most well liked slogan in history of advertising.

5. De Beers – A Diamond is forever was born in a moment of desperation

de beers marketing slogan diamonds are forever best slogans of all time

Agency: N.W. Ayer
Year: 1947

This famous slogan was coined in a moment of desperation after Frances Gerety found that she had forgotten to include a signature line in her series of advertisements for De Beers.

The slogan worked. After just two years, sales of diamonds in the United states rose by 55%, and diamond engagement rings had become a cultural mainstay. This skyrocketed the value of diamonds, alongside the perceived scarcity created by the industry.

“A Diamond Is Forever” was named Slogan Of The Century by Advertising Age in 1999 – two weeks before its copywriter died at the age of 83.

6. Avis – We Try Harder – was inspired by being the number one loser

avis marketing slogan we try harder best slogans of all time

Agency: Doyle Dane Bernbach
Year: 1962

In 1962, Avis fully embraced its position as America’s 2nd largest car rental company with the slogan “We Try Harder”.

In the following year, the campaign helped the company go from losing $3.2m to turning a profit of $1.2m for the first time in over 13 years.

After five decades, Avis finally retired the tagline in favor of “It’s Your Space”.

7. Wheaties – Breakfast of Champions had a hold on 90% of NBA players


Agency: Blackett-Sample-Gummert
Year: 1935

Since 1933, Wheaties has featured pictures of famous athletes on its cereal boxes with the slogan “Breakfast Of Champions”.

The box designs and slogan made the brand synonymous with professional sports – countless athletes wanted to be identified as “Champions”.

In the 1939 All-Star NBA game, 46 of the 51 players endorsed Wheaties.

8. L’oreal – Because you’re worth it was pivotal in gender equality

loreal marketing slogan because i'm worth it best marketing slogans of all time

Agency: McCann Erickson
Year: 1973

L’Oreal’s slogan began as “Because I’m Worth It”, and was the first ever advertising slogan written from a woman’s perspective.

The slogan evolved into “Because You’re Worth It” after market research showed some women found the original line too boastful for their tastes.

It further evolved in 2009 into “Because we’re worth it”, following an effort to brand L’Oreal as a lifestyle and philosophy for empowered women.

9. Las Vegas Conventions And Visitor’s Authority – What Happens Here, Stays Here was a calculated move in the city of gamblers

what happens in las vegas stays in las vegas marketing slogan las vegas casinos best marketing slogans of all time

Agency: R&R Partners
Year: 2003

A year’s worth of research by the Las Vegas Conventions And Visitor’s Authority found the emotional bond between Las Vegas and it’s customers was freedom – particularly the freedom to do what they couldn’t have done at home.

“What Happens Here, Stays Here” was coined to brand Las Vegas as a place people could go wild without consequence.

Every $1 spent on advertising campaigns with this slogan has generated $26 in returns for the city.

10. Gillette – The Best a Man Can Get fixed nearly a century of brand confusion

gillette marketing slogan best a man can get best marketing slogans of all time

Agency: BBDO
Year: 1989

In its early years, Gillette’s advertising efforts fumbled between promoting the brand’s masculinity and the quality of its products.

“The Best a Man Can Get” combined the two facets into one and revitalized the brand.

The slogan, translated in 14 languages, was widely used for over a decade and allowed Gillette to dominate the shaving industry.



Read Next: How To Get Word-of-Mouth: 40+ Successful Examples To Learn From



Jon Tan

My coffee expenses and my office rental are one and the same.

Terrified of mathematics and carbohydrates.

1 comment

  • Great read! I always quite liked Weetabix’s “Have you had your Weetabix?”. Still to this day if people are being sluggish in work someone always says “He/She didn’t have their Weetabix this morning”.