Or is it Coca Cola?
Advertising
It’s not hard to find iconic slogans that break this rule. FedEx (When It Absolutely, Positively Has to Be There Overnight), Patek Philippe (You never actually own a Patek Philippe. You merely look after it for the next generation), Avis (We’re number two, so we try harder), MasterCard (There are some things money can’t buy. For everything else, there’s MasterCard). Sometimes a few extra words creates a memorable rhythm.
This one idea underpins the ads from Surreal & Suddenly Fragrances (Lidl’s own brand), yet the two resonate differently.
In Canada, cannabis sales are legal but retailers can’t display related products in advertising. So cannabis chain Stok’d created an ad campaign based around the neighbouring businesses of its stores that featured not-so-subtle nods to its address. “If you’re looking for the dopest nails in town, she says, you should visit NuNail beauty spa.” In store sales increased by 8% after the campaign was aired.
Claude Hopkins, an ad executive, almost single handedly created the habit of toothbrushing. His campaigns for Pepsodent turned it into one of the best-known products on earth, with everyone from Shirley Temple to Clark Gable bragging about their ‘Pepsodent smile.’ Before the campaigns appeared, only 7% of Americans had a tube of toothpaste in their medicine chests. A decade later, that number had jumped to 65%.
Or is it Dunkin?
Audi’s iconic slogan was inspired by a factory tour. In the words of John Hegarty: “I had gone to Ingolstadt and found the factory and I saw a very old faded poster on the wall that someone had left up there,” Hegarty says. “I saw this line ‘Vorsprung durch Technik’. They said that was an old advertising line but ‘we don’t use it any more’. And it stuck in my brain.”
Or is it Airbnb?
Selling your car?
The phrase originates from a 1914 ad campaign by the Morton Salt Company, where the slogan was used to highlight how their salt would pour freely even in humid weather.
