21 Examples of Iconic Brand Taglines That Make a Lasting Impact

In a world filled with countless brands competing for attention, a powerful tagline can make all the difference. Whether it’s Nike’s “Just Do It” or Apple’s “Think Different,” iconic brand taglines have the ability to stick with us for years, shaping the way we perceive companies.

In this article, we’ll dive into 21 of the most impactful brand taglines that left a lasting mark and explore how these clever phrases became a cornerstone of successful branding.

1.   Nike – “Just Do It”

Perhaps one of the most famous brand taglines of all time, Nike’s “Just Do It” encapsulates the spirit of determination, action, and empowerment. Introduced in 1988, the slogan was meant to inspire people of all ages and fitness levels to embrace physical activity. Its simplicity and universality are what make it stand out.

• Why It Works: “Just Do It” taps into a deeply emotional motivator—the drive to overcome obstacles and achieve greatness. It’s a call to action that transcends sports and speaks to the human spirit.
• Impact: Over the decades, this tagline has become inseparable from Nike’s brand, helping it dominate the global athletic market.

2. Apple – “Think Different”

When Apple launched its “Think Different” campaign in 1997, it wasn’t just selling computers. It was selling a way of life, positioning itself as the brand for creative thinkers and innovators. The slogan became synonymous with challenging the status quo and pushing boundaries.

• Why It Works: “Think Different” directly appeals to Apple’s core demographic—those who see themselves as visionaries or innovators. It subtly suggests that by choosing Apple, you align yourself with greatness.
• Impact: This tagline helped position Apple as more than just a tech company. It created a culture of innovation that propelled the brand to global prominence.

3. McDonald’s – “I’m Lovin’ It”

Introduced in 2003, “I’m Lovin’ It” is not just a jingle but a global cultural phenomenon. McDonald’s crafted a slogan that resonates across demographics, appealing to customers who seek comfort and joy in their meals.

• Why It Works: The slogan is upbeat, positive, and emotionally engaging. It taps into the experience of enjoying food, making McDonald’s not just a place to eat but a place to feel good.
• Impact: With over two decades of usage, “I’m Lovin’ It” remains one of the most recognized brand taglines in the world, solidifying McDonald’s as a beloved fast-food giant.

4. De Beers – “A Diamond is Forever”

Since its introduction in 1947, De Beers’ “A Diamond is Forever” has become synonymous with eternal love and commitment. It’s one of the most successful taglines in marketing history, transforming how people perceive diamonds.

• Why It Works: The slogan cleverly links diamonds to the concept of everlasting love, creating an emotional connection with customers. It also implies that diamonds are timeless, enhancing their value as a long-term investment.
• Impact: De Beers not only positioned itself as the go-to source for diamonds, but it also influenced the cultural narrative around engagements and marriage, making diamonds a symbol of love worldwide.

5. Coca-Cola – “Taste the Feeling”

In 2016, Coca-Cola introduced “Taste the Feeling” as part of a global campaign to unify its brand messaging. This tagline focuses on the experience and emotion associated with drinking Coca-Cola, bringing the brand closer to everyday moments.

• Why It Works: “Taste the Feeling” appeals to the senses and emotions, offering a personalized experience. It invites consumers to associate Coca-Cola with happiness, joy, and refreshment, making it more than just a beverage.
• Impact: By tying the brand to positive feelings, Coca-Cola reinforced its place as a drink for every occasion, further strengthening its global presence.

6. MasterCard – “There are some things money can’t buy. For everything else, there’s MasterCard.”

Launched in 1997, MasterCard’s tagline cleverly highlights the value of experiences and relationships while positioning its product as essential for everything else. The message is both emotional and practical.

• Why It Works: The tagline emphasizes the idea that life’s most important moments can’t be purchased, but for the rest, MasterCard is your solution. It plays on emotions while reinforcing the brand’s utility.
• Impact: This slogan has been pivotal in setting MasterCard apart from other financial services, making it a key player in the credit card industry.

7. L’Oréal – “Because You’re Worth It”

L’Oréal’s “Because You’re Worth It” debuted in 1973 as part of a campaign aimed at empowering women. This iconic tagline has become a feminist anthem, advocating for self-worth and confidence.

• Why It Works: It speaks directly to the target audience, encouraging them to indulge in L’Oréal’s products as a form of self-care and self-appreciation. The message is both aspirational and inclusive.
• Impact: This empowering message has helped L’Oréal become one of the top beauty brands globally, resonating with women across generations.

8. BMW – “The Ultimate Driving Machine”

BMW’s iconic tagline, “The Ultimate Driving Machine,” introduced in the 1970s, speaks to the brand’s commitment to precision engineering and performance. It directly appeals to car enthusiasts who value luxury, power, and superior driving experiences.

• Why It Works: The tagline focuses on what BMW does best—building exceptional vehicles. It emphasizes quality and the driving experience, which appeals to those who appreciate high-end automobiles.
• Impact: This slogan has been crucial in establishing BMW as a leader in the luxury car market, solidifying its brand identity for decades.

9. Disneyland – “The Happiest Place on Earth”

This tagline is synonymous with Disneyland, and by extension, the entire Disney brand. It encapsulates the magic, wonder, and joy that families can expect when visiting Disney’s theme parks.

• Why It Works: The tagline is simple yet evocative. It promises an experience filled with happiness and magic, making it irresistible for families looking for a perfect vacation.
• Impact: This phrase has helped Disney maintain its reputation as the ultimate destination for fun and fantasy, cementing its status as a global entertainment powerhouse.

10. M&Ms – “Melts in Your Mouth, Not in Your Hands”

First introduced in the 1950s, M&M’s tagline, “Melts in Your Mouth, Not in Your Hands,” highlights the candy’s unique selling point. The slogan is both descriptive and playful, emphasizing product quality.

• Why It Works: It directly addresses a common problem—messy, melting candy—while also being fun and catchy. It’s a practical promise that also adds to the brand’s charm.
• Impact: This tagline has endured for decades, making M&Ms a beloved candy brand across multiple generations.

11. Sprite – “Obey Your Thirst”

Sprite’s “Obey Your Thirst” slogan has been around since 1994, focusing on authenticity and self-expression. The tagline encourages consumers to embrace who they are and quench their thirst, literally and metaphorically.

• Why It Works: It connects with the audience on a personal level, appealing to their individuality. The brand isn’t just selling a drink; it’s promoting an attitude of staying true to oneself.
• Impact: This slogan has resonated with younger generations and hip-hop culture, making Sprite a popular choice in the global soft drink market.

12. Gillette – “The Best a Man Can Get”

Gillette’s iconic tagline, introduced in 1989, has been a staple in men’s grooming for decades. The slogan promises high performance and quality, appealing to men who seek the best in personal care.

• Why It Works: It positions the brand as offering the highest standard in men’s grooming, reinforcing Gillette’s commitment to innovation and premium products.
• Impact: The tagline has helped Gillette maintain its leadership in the shaving industry, making it synonymous with quality.

13. Skittles – “Taste the Rainbow”

Skittles’ tagline “Taste the Rainbow,” introduced in the 1990s, is as colorful and playful as the candy itself. The slogan emphasizes the vibrant variety of flavors, appealing to both kids and adults.

• Why It Works: The whimsical and imaginative nature of the tagline matches the product’s fun and colorful identity. It creates a sense of joy and excitement around the product.
• Impact: “Taste the Rainbow” has become one of the most memorable candy slogans, contributing to Skittles’ global popularity.

14. Burger King – “Have It Your Way”

Burger King’s “Have It Your Way,” first introduced in 1974, emphasizes customization and customer satisfaction. It positions the brand as a fast-food restaurant where the customer is in control.

• Why It Works: The slogan promotes individuality and choice, making it a powerful differentiator in the competitive fast-food market.
• Impact: “Have It Your Way” has become synonymous with Burger King’s commitment to offering personalized dining experiences.

15. Airbnb – “Belong Anywhere”

Airbnb’s “Belong Anywhere,” introduced in 2014, speaks to the brand’s mission of fostering connections and offering unique travel experiences. It positions Airbnb as a platform that creates a sense of community and belonging, no matter where you are in the world.

Why It Works: The tagline appeals to the modern traveler’s desire for authentic experiences and onnections. It creates an emotional link between the brand and its users by emphasizing inclusivity and the feeling of being at home anywhere.

• Impact: “Belong Anywhere” has been crucial in shaping Airbnb’s identity as more than just a travel service—it’s a movement that celebrates shared experiences and diversity in the global travel community.

16. KFC – “It’s Finger-Lickin’ Good”

KFC’s classic tagline, first introduced in the 1950s, is as memorable as the brand’s fried chicken. It conveys the irresistibility of the food, promising a taste so good you can’t help but savor every bite.

• Why It Works: The tagline is playful and straightforward, capturing the essence of enjoying food without the need for elaborate descriptions. It’s a relatable and universal expression of satisfaction.
• Impact: “It’s Finger-Lickin’ Good” has become one of the most enduring taglines in the fast-food industry, contributing to KFC’s global recognition.

17. Adidas – “Impossible is Nothing”

Adidas’ “Impossible is Nothing” tagline, introduced in 2004, is an inspirational rallying cry for athletes and those striving for greatness. It reflects the brand’s commitment to empowering people to push beyond their limits.

• Why It Works: The slogan is motivational, appealing to individuals who want to challenge themselves. It embodies the spirit of perseverance and aligns with Adidas’ mission to equip athletes to achieve the extraordinary.
• Impact: This tagline has helped Adidas become a symbol of determination and success in the sports industry, resonating with athletes of all levels.

18. Energizer – “It Keeps Going, and Going, and Going…”

Energizer’s tagline, introduced in the 1980s, has become synonymous with durability and long-lasting power. Paired with the iconic Energizer Bunny, this slogan reinforces the brand’s promise of lasting performance.

• Why It Works: The repetitive nature of the tagline mirrors the product’s benefit—batteries that keep going. It’s simple yet highly effective in conveying the brand’s key selling point.
• Impact: The slogan has been a major factor in making Energizer a household name, representing reliability in the battery market.

19. KitKat – “Have a Break. Have a KitKat.”

KitKat’s famous slogan, “Have a Break. Have a KitKat,” has been around since 1957, and it remains one of the most recognized brand taglines worldwide. It ties the enjoyment of a KitKat bar to taking a break, making the product part of everyday life.

• Why It Works: The slogan is clever, aligning the product with the idea of relaxation and indulgence. It makes KitKat more than just a snack; it’s a moment of respite.
• Impact: This tagline has helped KitKat maintain its popularity across generations, reinforcing its association with taking breaks and enjoying life’s small moments.

20. Rice Krispies – “Snap! Crackle! Pop!”

Rice Krispies’ playful tagline, first used in the 1930s, captures the unique sound the cereal makes when milk is added. It’s a simple, fun, and engaging slogan that appeals to both children and adults.

• Why It Works: The tagline uses auditory cues to create a sensory experience around the product, making it more memorable and enjoyable. It’s catchy, playful, and ties directly to the product’s unique qualities.
• Impact: “Snap! Crackle! Pop!” has stood the test of time, helping Rice Krispies remain a beloved cereal brand for decades.

21. Starbucks – “Inspiring and Nurturing the Human Spirit”

Starbucks’ mission statement, “Inspiring and Nurturing the Human Spirit – One Person, One Cup, and One Neighborhood at a Time,” serves as both a tagline and a guiding principle for the brand. It emphasizes community, connection, and creating positive experiences for its customers.

• Why It Works: The message goes beyond selling coffee. It reflects Starbucks’ commitment to fostering a sense of belonging and making a difference in the lives of its customers and the communities it serves.
• Impact: This tagline has contributed to Starbucks’ brand as a global leader in creating not just products but experiences that resonate with people on a deeper level.

Conclusion

These 10 iconic brand taglines have left an indelible mark on the world of marketing, shaping not only the brands they represent but also consumer culture as a whole. A powerful tagline does more than just describe a product; it communicates a brand’s essence, creating emotional connections that last for generations.

As you can see, memorable taglines are an essential element of successful brand identity. They capture the spirit of the brand in just a few words, distilling its values, promises, and personality into something that resonates deeply with consumers. From Nike’s call to action with “Just Do It” to L’Oréal’s empowering “Because You’re Worth It,” these taglines have become a lasting part of popular culture and continue to inspire brands today.

If you’re working on building your own brand, let these examples of powerful taglines serve as inspiration. Craft a message that speaks to your audience’s emotions, aligns with your values, and becomes a timeless part of your brand story.

By mastering your tagline, you’re not just creating a marketing tool—you’re building a lasting impact.

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FAQ – Iconic brand taglines

1. What are some examples of iconic brand taglines?

Iconic brand taglines include Nike’s “Just Do It,” Apple’s “Think Different,” Coca-Cola’s “Taste the Feeling,” and KitKat’s “Have a Break. Have a KitKat.” These taglines resonate deeply with consumers and have become a part of brand identity.

2. Why are taglines important for brands?

Taglines are crucial because they encapsulate a brand’s message in a short, memorable phrase. They help build brand recognition, communicate values, and create emotional connections with the audience.

3. How do taglines impact brand perception?

A well-crafted tagline can shape how consumers perceive a brand by aligning with its mission and values. Iconic taglines like McDonald’s “I’m Lovin’ It” or Adidas’ “Impossible is Nothing” inspire trust and create lasting impressions.

4. What makes a brand tagline memorable?

A memorable brand tagline is concise, emotionally impactful, and closely tied to the brand’s identity. It should be easy to recall, like KFC’s “It’s Finger-Lickin’ Good” or Airbnb’s “Belong Anywhere.”

5. Can a brand tagline increase customer loyalty?

Yes, a compelling iconic tagline reinforces brand identity, making it easier for customers to connect with and stay loyal to the brand. It strengthens brand recall and encourages repeat engagement.