Catchy taglines for the creative mind

I’m lovin’ it: 10 top brand slogans of all time

Image: Jon Tyson

Creating a memorable message, one that allows immediate identification of a brand with its consumers, is no easy task. It requires a good dose of creativity and a perfect understanding of what makes us human. Throughout history, some companies have been able to create truly memorable taglines that have managed to last years, even decades. The stories behind these creations are truly fascinating. Continue reading to discover the behind-the-scenes of 10 of the most famous brand slogans ever.

Image: Tuur Tisseghem

The mythical advertising tagline developed by Apple after Steve Jobs' return to the company, Think different, was launched in 1997 through a famous television commercial called "Here's to the crazy ones". The one-minute ad featured black-and-white footage of 17 iconic 20th-century personalities such as Albert Einstein, John Lennon, and Martin Luther King, among others.

The phrase, the brainchild of Craig Tanimoto, an advertising agency’s art director, was a reversion of Think, a slogan popularized in the early 20th century by IBM, Apple's main competitor. The motto was so successful that the company continued to use it for five more years.

Image: Pawel Czerwinski

With more than 135 years of history, Coca-Cola is one of the longest-running companies in the U.S. and one of the most beloved by consumers. Throughout its many years on American shelves, the brand has had numerous famous slogans, such as It's the Real Thing, Catch the Wave, and Taste the Feeling, among many others.

But perhaps the most iconic one is Open Happiness, a slogan launched on the reality television series American Idol in 2009. You probably still remember the catchy jingle! For many years, the Coca-Cola brand used happiness as the axis of its advertising campaigns, managing to captivate audiences around the world. In this case, the simplicity of Open Happiness manages to capture not only the essence of the brand but also the philosophy inherent in the American dream.

Image: Polina Tankilevitch

Launched during the first years of the new millennium, I'm Lovin' It was the first advertising campaign developed globally by McDonald's, becoming the company's most famous tagline worldwide. It was created by Heye & Partner, a German advertising agency that competed with 14 other major global advertising companies.

The slogan was accompanied by a multi-million dollar campaign and a jingle performed by Justin Timberlake that became instantly popular. It is a hip hop song that sought to attract the attention of the younger generation and the lyrics have a peculiarity: at no time does it mention the brand. Thanks to an emotional catchphrase and a memorable tune, the motto managed to convey the inspiring, passionate, and fun spirit of the fast food giant.

Image: Subtle Cinematics

After some difficult financial years and in order to improve the brand's image, in 2003 Panasonic launched a campaign led by the slogan Ideas For Life. The objective was to reflect the company's commitment to providing products and services based on the value of ideas.

In a short time, the brand managed to convey that, through its products, it could improve people's lives and contribute to the progress of society. Panasonic continued to use this slogan for 10 more years until it was replaced by A Better Life, A Better World in 2013.

Image: Behrouz Alimardani

The much-advertised slogan Because you're worth it has been part of L'Oréal's brand identity since 1972. This iconic tagline was created by Ilon Specht, a 23-year-old copywriter who had just started working at the McCann Erickson advertising agency. Her mission was to come up with a catchphrase that would encourage the ladies to pay the extra 10 cents that L'Oréal's Preference hair dye was worth over its competitors.

Specht opted to leave behind the typical industry discourse that singled the female gender as the weaker sex and instead focused on celebrating women and their attributes. Since then, from Jane Fonda to Claudia Schiffer, from Brigitte Bardot to Penélope Cruz, a long parade of empowered women in film, music, and fashion have delivered the proud motto in multiple ad campaigns.

Image: Abi Schreider

You are probably familiar with this one, but did you know this slogan has been around since the 1950s? Believe it or not, the first time the public could hear or read this mythical phrase was in 1957. It was written by Donald Gilles of JWT London and to this day it is the signature tagline of the famous chocolate bar we all love and adore.

This slogan, as simple as it is effective, conveys the feeling of being able to escape from chaos just by taking a bite of the delicious treat. The text referred to the 11 AM recess characteristic of English factories. Over time, the meaning of the phrase expanded and today taking a break is immediately associated with KitKat.

Image: Jeff Siepman

The statement is probably true of any potato chip, but you have to hand it to Lay's, it was the first brand to claim that they are truly addictive. And no wonder. The company, founded in Nashville in 1932, was a pioneer in the world of advertising: it was the first snack manufacturer to advertise on television.

The famous Betcha can't eat just one slogan was introduced into the homes of all Americans in the early 1960s and is to this day Lay's most popular campaign. The company hired actor Bert Lahr to star in a series of spots that have remained in the memories of both adults and children for generations.

Image: AKuptsova

"Priceless" is the concept that now sums up the innovative idea that more than a quarter of a century ago revolutionized the history of advertising. Launched in 1997 during the World Series, a commercial featuring things that were "priceless," such as the time shared between a father and son, ended with the punchline There are some things money can't buy. For everything else, there's MasterCard.

Since then, the phrase has been replicated in countless TV, radio, and print ads around the world. Today it is one of the most recognizable brand slogans because it managed to overcome the barrier of time and fashion trends thanks to its freshness and underlying emotionality.

Image: Shubham Mittal

The mythical sports brand Nike launched its famous motto Just do it in 1988, turning it into an emblem for several generations. For many, it is considered one of the best slogans of the 20th century, partly due to its great motivational impact.

This iconic phrase was coined by publicist Dan Wieden, inspired by a quote from the famous criminal Gary Mark Gilmore. According to reports, Gilmore said after being sentenced to death in the 1970s: "Let's do it". Wieden gave it a twist and the expression Just do it would end up identifying Nike with the spirit of effort and self-improvement of athletes.

Image: Karsten Winegeart

Another of the world's most iconic sports brands with a slogan that has transcended the confines of advertising to become an inspirational catchphrase is Adidas. The German company developed the successful tagline Impossible is nothing in 2004, inspired by a phrase uttered by boxing legend and one of the great flag-bearers of Adidas, Muhammad Ali, in a speech from the 1970s.

In fact, Ali is one of the 22 athletes featured in the slogan launch campaign. In this first spot, he is seen running alongside Zinedine Zidane, David Beckham, Ian Thorpe, and Haile Gebrselassie. Through this message, the brand manages to convey its philosophy of passion to achieve goals, even those that seem unattainable.

What’s your nickname?

From geek to bookworm: These 12 nicknames turned into real words

Image: Philippe Yuan

All words come from somewhere; many began as nicknames given to people who, for better or worse, inspired the terms bestowed upon them. A lot of the expressions we throw around, like "bookworm" or "couch potato," actually started as playful or teasing nicknames. Over time, these labels stuck and became part of everyday language. Read on to learn about the nicknames that originated these 12 common terms.

Image: Alex Kotliarskyi

While it originated as a circus slang term for a performer who carried out bizarre or grotesque acts, "geek" later became a nickname for socially awkward but brilliant people.

Today, the term has been reclaimed and is often worn with pride, generally referring to someone passionate about intellectual or pop-culture interests such as technology, gaming, or science fiction.

Image: Andrew George

"Brainiac" began as the name of a villain in Superman comics during the 1950s. The character was portrayed as a hyper-intelligent alien. Over time, the name shifted from a fictional identity to a general nickname for someone extremely smart.

Today, calling someone a "brainiac" suggests they are brilliant or academically gifted, especially in science or technology.

Image: engin akyurt

The term "Plain Jane" was a nickname for a woman with an unremarkable appearance or personality, with "Jane" serving as a stand-in for the average woman.

Today, "Plain Jane" refers to someone perceived as ordinary or not flashy, usually in terms of looks or style.

Image: Anya Osintsova

This idiom comes from a popular 1960s talking doll named Chatty Cathy, known for its pull-string phrases. The toy’s nonstop chatter led to the nickname being applied to overly talkative people, especially young girls.

Now, "Chatty Cathy" is a common term for anyone who talks too much or dominates conversations.

Image: Claudio Schwarz

"Nervous Nellie" became popular in the early 20th century and was notably used by President Franklin D. Roosevelt to describe overly cautious people.

Today, it refers to someone anxious, jumpy, or constantly worried. Though usually playful, it can suggest that someone is overly fearful or lacking in confidence.

Image: Israel Pereira

"Peeping Tom" comes from the legend of Lady Godiva, whose naked ride was witnessed by a man later named Tom. His act of looking made him an early archetype of the voyeur.

Today, "Peeping Tom" refers to someone who spies on others, especially in a creepy or inappropriate way.

Image: Artem R.

Dating back to a 1765 children’s story about a poor girl who gets a second shoe and becomes morally upright, "goody two-shoes" evolved into a nickname for someone who is exaggeratedly virtuous.

Today, goody two-shoes describes a person who strictly follows rules and often tries to appear morally superior.

Image: Zachary Kadolph

This term was originally a mocking nickname for children who cried easily, and it became a standard expression in playground slang. The simplicity of the term helped it spread quickly.

Now, "crybaby" is used to describe anyone, child or adult, who complains or gets upset too easily.

Image: gazali marimbo

Another well-known nickname, "bookworm," originally referred to someone who read excessively, likening them to a literal worm burrowing through books.

Today, it’s also a common term for an avid reader. While it may still be slightly nerdy in tone, many people use "bookworm" proudly to show a love for reading.

Image: Adrian Swancar

Coined in the 1970s as a humorous insult, "couch potato" originally referred to someone who spent long hours sitting on a couch watching television.

Now, it’s a familiar term for anyone who leads a sedentary lifestyle, especially in front of screens.

Image: Pacto Visual

This term emerged in the early 1900s, playing on the image of a frightened cat jumping at sudden noises. It became a popular teasing nickname for people easily scared.

Today, "scaredy-cat" is still widely used, especially among children, to call someone out for being timid or afraid.

Image: krakenimages

The term "tattletale" originated as playground slang for someone who told on others to authority figures.

Now, it refers to anyone, typically a child, who reports others' misdeeds, especially minor ones.