Summary:
Tesco’s ‘Every little helps’ tops the list of memorable UK slogans.
Slogans like Nike’s ‘Just Do It’ don't need brand names to be impactful.
Consistency and simplicity are key factors in the success of these slogans.
Humor in slogans, such as Specsavers’, increases their relatability.
Adapting slogans for modern media platforms is crucial for brand recognition.
The Most Memorable Slogans in the UK
New research from the Advertising Standards Authority (ASA) and YouGov has unveiled the UK's most memorable ad slogans. Topping the list is Tesco’s ‘Every little helps’, followed closely by Nike’s ‘Just Do It’ and McDonald’s ‘I’m Lovin’ It’. These slogans illustrate that successful taglines can resonate deeply without even mentioning the brand name.
The survey, which gathered responses from 6,808 people across the UK, highlights that the top five slogans also include Heinz’s ‘Beanz Meanz Heinz’ and Autoglass’s ‘Autoglass Repair, Autoglass Replace’. ASA CEO Guy Parker emphasizes the importance of consistency and simplicity in these slogans, which have been reinforced by significant marketing spend over the years.
The Power of Humor
Specsavers, with its catchy slogan ‘Should’ve gone to Specsavers’, has made a cultural impact since its launch in 2002. Creative director Richard James explains how humor plays a crucial role in making slogans relatable and memorable. The slogan’s universal appeal allows it to be adapted across global markets without losing its essence.
The Age Factor
The survey results also reveal that while some slogans resonate universally, others appeal to specific age groups. For instance, Calgon’s ‘Washing machines live longer with Calgon’, which debuted in 1985, is particularly memorable among younger audiences aged 16 to 34 but less recognized by those over 55.
Adapting to Modern Media
In today's fragmented media landscape, brands face the challenge of adapting their iconic slogans for platforms like TikTok and podcasts. Jingles, known for their effectiveness in building brand memory, remain important. According to research, ads featuring music and catchy slogans can significantly boost brand recognition.
The Future of Slogans
As brands look to the future, they must navigate the balance between performance marketing and maintaining the emotional connection that memorable slogans provide. Alex Rogerson from Morrisons notes that bringing back well-loved slogans can be transformative for a brand’s media performance.
In a world where consumer attention is fleeting, the art of crafting memorable slogans remains a powerful tool for brands to connect with their audience and enhance their marketing efforts.
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