business news in context, analysis with attitude

Tagline Guru, a company that designs slogans and jingles for companies – calling these taglines “the haiku of branding” – has released a survey of the 100 most influential taglines and jingles used since television was introduced to the public in 1948.

The best slogan was judged to be “Got Milk?,” the slogan used by the California Milk Processor Board; the best jingle was Oscar Mayer’s “My bologna has a first name, it’s O-S-C-A-R…”

Eric Swartz, president of Tagline Guru, said in a statement: “Advertising slogans have a glorious history and have exercised a profound influence on what we think and how we speak. For better or worse, taglines and jingles have become some of the most well-known and oft-quoted sounds bites of our culture.

“The goal of this survey was to discover which slogans have endured the test of time and have had a significant impact on our language, our media, and the advertising industry itself. Unlike many brand recognition surveys which ask consumers to match well-known brands with their slogans, we asked industry professionals to rank slogans based on their cultural and linguistic versatility, portability, and memorability.”

The top ten slogans were:

• “Got milk?” (California Milk Processor Board)
• “Don’t leave home without it.” (American Express)
• “Just do it.” (Nike)
• “Where’s the beef?” (Wendy’s)
• “You’re in good hands with Allstate.” (Allstate Insurance)
• “Think different” (Apple Computer)
• “We try harder.” (Avis)
• “Tastes great, less filling.” (Miller Lite)
• “Melts in your mouth, not in your hands.” (M&M’s)
• “Takes a licking and keeps on ticking.” (Timex)

The top ten jingles were:

• “My bologna has a first name, it’s O-S-C-A-R.” (Oscar Mayer)
• “Plop plop, fizz fizz, oh what a relief it is.” (Alka-Seltzer)
• “Like a good neighbor, State Farm is there.” (State Farm Insurance)
• “Double your pleasure, double your fun.” (Wrigley’s Doublemint Gum)
• “Be all that you can be.” (U.S. Army)
• “For all you do, this Bud’s for you.” (Budweiser)
• “A little dab’ll do ya.” (Brylcreem)
• “It’s the real thing.” (Coca-Cola)
• “Ace is the place with the helpful hardware man.” (Ace Hardware)
• “You deserve a break today.” (McDonald’s)
KC's View:
We’re a little disappointed that “news in context, analysis with attitude” didn’t make the list.

But we’re a young business. There’s time.