10 famous slogans with stories you probably never heard

Some slogans are so catchy that you could probably finish them in your sleep. "Have a break, have a…" But what's the story behind these iconic phrases? Did you know Red Bull's famous slogan cost the company millions of dollars? And how did Mastercard, a company built around spending money, create one of its most famous campaigns around the idea that some things are priceless? The answers aren't always what you'd expect. Here are 10 famous slogans and their surprising origin stories.

Did you know Red Bull’s famous slogan cost the company 13 million dollars? The slogan originated in Austria with entrepreneur Dietrich Mateschitz, promising customers the boost they needed to go further, with the clever use of the word "wings" suggesting extra energy and performance.

But in 2014, a man sued Red Bull for "false advertising" because the drink didn’t give him wings and falsely implied it offered superior physical and mental performance. The company eventually settled for $13 million, allowing eligible Red Bull customers to claim either $10 in cash or $15 worth of free products—though Red Bull didn't admit any wrongdoing.

In 1997, Mastercard ran a commercial about a father and son at a baseball game, where the cost of tickets and snacks contrasted with the value of spending time together. But how does a credit card company sell its product by telling people some things can’t be bought?

The idea was simple: what do people actually value? That way, even though they were selling a product directly tied to money, they made it about family and important moments. The campaign became one of Mastercard's longest-running and most famous ads.

KitKat has one of the most recognizable yet simple slogans around. But how did they come up with it? It was created in the late 1950s by Donald Gilles of the London advertising agency J. Walter Thompson.

The message was clear: Just take a break from work and enjoy a chocolate bar. The first TV commercial showed people taking breaks at work, reinforcing the idea that KitKat was perfect for a short rest and linking it to a familiar habit. The slogan caught on so well it’s still being used today.

Levi’s was using this slogan by 1978, but why did it stick? The message connected with people who care not just about fashion but also about durability, and suggested that its high-quality clothes never lose their appeal. That way, Levi’s built its reputation as a brand that sells things that last. Over time, the advertising line actually became a promise to customers about the quality and durability of its products.

The iconic camera company Kodak had used the idea of a "Kodak moment" for decades, but in 2001, it introduced a famous twist to the formula to promote its digital cameras. But why did the slogan work so well? Before smartphones, Kodak was one of the biggest names in home photography, and taking pictures with one of its cameras was a typical way to capture the moments you wanted to remember.

The slogan tapped into that feeling very well, and instead of just buying cameras, it made people feel they were buying memories.

This slogan made PlayStation sound like a ticket to another world. What was the secret behind it? Both the PlayStation 1 and 2 brought major advancements in graphics, making video games more and more immersive.

So, in the late 1990s and early 2000s, Sony leaned into the idea that video games could transfer players to an alternative world where nothing mattered except the game. The phrase conveyed the emotional appeal of gaming without naming a single game or console feature.

The Washington Post officially adopted this slogan in February 2017, but why did the newspaper choose those words after nearly 140 years in business? Owner Jeff Bezos reportedly wanted a phrase that captured the newspaper's mission of holding powerful institutions accountable.

The expression "democracy dies in darkness" was popularized by journalist Bob Woodward, who explained he got the idea from a judge's opinions about government secrecy. The staff considered more than 500 slogan ideas before settling on it.

Airbnb went on to become one of the world's most recognizable home-rental platforms. The company wanted to express a simple idea: no matter where you traveled, you could feel at home. So it summed it up in just two words.

In 2014, Airbnb rebranded to put that idea front and center. Even its logo changed to a symbol that showed a heart, a location pin, and the letter "A."

We've all said, "Just one more episode," and Netflix knew exactly how to make the most of that. Netflix introduced the slogan around 2014, as streaming was becoming a much bigger part of how people watched TV.

But in 2020, Netflix moved away from "See what’s next" to "One story away." The idea was not to focus on endless consumption, but on the emotional impact a single story can have on you.

Ferrari built its reputation on powerful sports cars and a long history of racing. So a slogan like "We are the competition" reflected the company's competitive roots, but with a clever twist that made it clear to other brands that Ferrari was the team to beat. This slogan was introduced in the mid-1980s, and even though Ferrari may not use it officially today, it remains one of its most memorable lines.

Prep like a pro

Craft your own: 10 survival gadgets you can make at home

Image: Maciej Karoń

People have survived in the wilderness for millennia, long before modern survival gadgets were mass-produced for convenience. And when it comes to building your own survival kit, there’s no need to head to the store! With some basic supplies lying around, you can create everything from a reliable alcohol stove to a life-saving rope. Stick with us to discover 10 survival tools you can craft yourself!

Image: Joseph Sharp

Did you know you can turn a simple tin can into a portable stove? Adventurers have known this for decades: it’s extremely easy to create a very reliable alcohol stove just by cutting a series of holes near the top of an empty can. If alcohol isn’t your fuel of choice, simply cut an additional hole near the bottom for ventilation, and voilà—you have an efficient mini wood stove for twigs and tinder.

Any type of tin can will work, but soda cans are particularly easy to cut, making them a great option if you’re in a hurry (though they do require a more careful design to ensure sturdiness). Despite their delicate appearance, these stoves can last through years of heavy use. And the best part? If it ever breaks or stops working, you can make a new one in under a minute

Image: Louis Moncouyoux

You’ve got the stove—great. But how are you going to get a fire going in the first place? You’re not truly prepared for survival until you have a reliable way to light a fire. That’s where a fire-starting kit comes in handy. Fortunately, making one is easy, and you don’t need anything out of the ordinary.

By combining cotton balls with petroleum jelly (like Vaseline) and storing the treated cotton in a waterproof container—such as a small metal canister—you create a highly flammable fire starter. It burns much longer than dry tinder and can help you get a fire going even in tough weather conditions. Don’t have petroleum jelly? You can use wax the same way—just melt it first!

Image: Brian Yurasits

You’re not going to get far without access to clean water—that’s for sure. But don’t worry, we’ve got you covered! With just a clear plastic bottle and sunlight, you can make a simple (and hopefully not too dirty) solar water purifier. Fill the bottle with clear water and leave it in direct sunlight for at least six hours to eliminate most harmful pathogens.

This method, known as the SODIS (Solar Water Disinfection) technique, uses UV radiation and heat to kill bacteria, viruses, and parasites. It’s recommended by the World Health Organization for regions without access to safe drinking water. If clear water isn’t available—or if you're working with salt water—you can combine two or more bottles to create a solar-powered distiller. It’s a great trick for surviving, even if you’re stranded at sea!

Image: Lucas Dudek

Don’t have rope—but somehow have a ton of duct tape? You’re in luck, because humanity’s most versatile adhesive can save the day. By tightly twisting strips of duct tape together, you can create a surprisingly durable rope capable of supporting a significant amount of weight.

And while we’re probably preaching to the choir here, it’s worth repeating: always carry a roll of this miracle tape. It has countless uses, from sealing packages to repairing tent seams, or even fixing torn clothes.

Image: Waldemar

Compasses often seem more complicated than they really are. If you ever need one, you can quickly make your own using just a magnet and a needle. Start by rubbing the needle against the magnet to magnetize it. Then float the needle on a small piece of cork (or even leaf or paper) in a bowl of water.

The needle will align with Earth’s magnetic field, pointing north. While it won’t be as precise or durable as a professional compass, it’s a handy tool for navigating unfamiliar terrain!

Image: ilgmyzin

Ever wonder why so many outdoor enthusiasts swear by paracord? It’s because it’s incredibly versatile and remarkably durable. Paracord is lightweight yet impressively strong, often rated to hold up to 550 pounds. Plus, it can easily be transformed into a multipurpose survival tool.

By weaving paracord into a belt or bracelet (it also makes a cool watch strap), you’ll always have high-quality rope on hand. In emergencies, it can be quickly unraveled and used for building shelters, making fishing lines, or securing gear.

Image: Kelly Sikkema

A signal mirror is an often overlooked but vital part of a wilderness survival kit. These mirrors can reflect sunlight over long distances, helping you attract attention from rescuers or other hikers, potentially saving lives in an emergency.

You can skip the DIY route if you have an old pocket mirror lying around. But if you’re feeling resourceful, take a small, smooth piece of metal or shiny plastic, clean it, and polish it until it’s as reflective as possible. For extra utility, if the material is malleable, you can even reshape it into a basic parabolic mirror to help start a fire!

Image: Firas Wardhana

Another way to attract rescuers—or anyone nearby—in an emergency is by making noise. But over long distances, yelling often isn’t enough. That’s where an emergency whistle comes in handy. If you forgot to pack one, you can easily make your own using an empty plastic pen.

Start by removing the front section of the pen, including the tapered plastic tip and the ink cartridge, leaving only the main barrel and back cap. Then, use a knife to cut a small angled notch near the back of the pen, trimming off part of the end cap. That’s it! Blow through the open end to produce a loud, attention-grabbing sound.

Image: Thomas Park

You get the idea: fill a small tin can with hooks, fishing line, and sinkers. It’s one of the easiest survival tools to assemble, especially if you already have basic fishing gear. If there’s still room in the container, consider adding bait alternatives like artificial lures or even small strips of aluminum foil to complete your portable fishing kit.

This compact setup is perfect for any survival situation near a water source. Or maybe you just enjoy fishing on the go. Either way, it’s always a smart idea to keep one in your backpack.

Image: Kyler Boone

Who hasn’t escaped an unexpected downpour cloaked in one of these? The classic trash bag poncho is a portable shelter for those who either forgot their rain gear or just prefer not to carry extra weight.

It might not look very stylish, but who’s to say it wouldn’t turn a few heads during Fashion Week? Most importantly, plastic is super effective at repelling water, and its lightweight nature makes it perfect for a survival kit. It can also double as a ground cover or a small tarp in a pinch.