Match the Slogan to the Brand: 10 Iconic Taglines

Nike

Fun fact: This slogan was created by the advertising agency Wieden+Kennedy in 1988. Co-founder Dan Wieden was inspired by the last words of convicted murderer Gary Gilmore, who said "Let's do it" before his execution. Wieden changed "Let's" to "Just" and created one of the most successful slogans in history. Nike's sales increased from $877 million to $9.2 billion within ten years of the campaign launch.

McDonald's

Fun fact: This slogan was written by German advertising agency Heye & Partner in 2003, making it the first McDonald's campaign to originate outside the United States. Justin Timberlake was paid $6 million to sing the jingle. The five-note melody "ba da ba ba ba" has become one of the most recognized audio logos in the world. The campaign has run for over 20 years — McDonald's longest-running slogan ever.

Apple

Fun fact: The campaign was created by TBWA\Chiat\Day in 1997, shortly after Steve Jobs returned to Apple. The famous TV ad featured black-and-white footage of visionaries like Einstein, Gandhi, John Lennon, and Martin Luther King Jr. Jobs personally called Yoko Ono to get permission to use Lennon's image. Grammatically, some argue it should be "Think Differently," but Jobs insisted that "Different" worked as both an adjective and as a statement of identity.

L'Oreal

Fun fact: This slogan was written in 1973 by 23-year-old copywriter Ilon Specht. It was revolutionary because it was the first beauty campaign to address women's self-worth directly. The line has been translated into 40 languages and has been updated only slightly over the decades — to "Because We're Worth It" (2009) and "Because You're Worth It" (restored). It remains one of the most iconic beauty slogans in history.

Disneyland

Fun fact: Walt Disney himself coined this phrase for Disneyland's opening in 1955. The specific wording was trademarked, and Disney aggressively protects it. Walt Disney World in Florida uses a slightly different slogan: "The Most Magical Place on Earth." The distinction matters — if you mix them up in front of a Disney fan, you'll hear about it. Disneyland welcomes about 18 million visitors per year.

KFC (Kentucky Fried Chicken)

Fun fact: This slogan was used from 1956 until 2011, then brought back. It was temporarily paused during the COVID-19 pandemic in 2020 because encouraging people to lick their fingers was considered inappropriate during a global health crisis. The slogan was reportedly coined by a franchisee, not the advertising department. KFC spent $8 million on the campaign to bring it back post-COVID with the tagline: "It's good."

Audi

Fun fact: This German slogan has been used internationally since 1971 — one of the few non-English slogans used worldwide without translation. The phrase is so associated with Audi that many non-German speakers can recite it. It was chosen specifically because the German language conveys engineering precision. The slogan helped Audi differentiate from BMW ("The Ultimate Driving Machine") and Mercedes-Benz ("The Best or Nothing").

M&M's

Fun fact: This slogan was first used in 1954 and is based on the actual product design — the hard candy shell prevents the chocolate from melting on your hands. M&M's were invented in 1941 for U.S. soldiers who needed chocolate that wouldn't melt in hot climates. The candy coating was inspired by a similar British sweet called Smarties. The slogan is one of the most scientifically accurate in advertising history.

BMW

Fun fact: This slogan was created by the advertising agency Ammirati & Puris in 1975. It's been in continuous use for nearly 50 years, making it one of the longest-running automotive slogans. BMW briefly replaced it with "Joy" in 2010 but returned to "The Ultimate Driving Machine" after backlash. The original campaign was created when BMW was relatively unknown in the U.S. and needed to establish itself against Mercedes-Benz.

De Beers

Fun fact: Written by copywriter Frances Gerety in 1947, this is often called the greatest advertising slogan of the 20th century. Before this campaign, diamond engagement rings were not a widespread tradition — De Beers essentially invented the custom through marketing. The campaign was so successful that it made diamonds the default engagement gemstone worldwide. Gerety herself never married and never received a diamond engagement ring.