When it comes to etching your brand firmly onto the consumer’s brain, nothing gets the job done quite like a strapline. The fabric of any self-respecting brand, a great strapline serves as an ever-present, long-term reminder of its product, positioning or proposition.
But which ones can be considered the greatest of all-time? With so many to choose from, writing this blog was certainly no easy feat. However, we’d like to think we’ve done a pretty good job and, without further ado, here they are…
Beanz Meanz Heinz – Maurice Drake’s magnum opus, this is about as perfect a strapline as you’re ever likely to read or hear. Succinct, snappy and sinuous – Beanz Meanz Heinz has it all. It’s a truly timeless example of copywriting, as fresh today as it was when devised by Drake in a north London pub back in 1967.
When it absolutely, positively has to be there overnight – They say that less is more, but in the case of FedEx’s iconic strapline, the opposite is true. Debuting in 1978, the strapline and ensuing ad campaign helped catapult FedEx from market players to market leaders by the 90s; proving – if ever proof were needed – the power of longer copy.
Just Do It – The work of Dan Wieden, this strapline was inspired, somewhat bizarrely, by the final words of American murderer, Gary Gilmore, who said “Let’s do it” – before being killed by firing squad. And it’s fair to say the strapline worked: Nike’s worldwide market share increasing from 18% to 43% in 1998, following the initial 1988 “Just Do It” campaign.
A Diamond is Forever – Just like the diamonds her client sold, copywriter, Mary Frances Gerety, knew that a great strapline is forever, too. Since penning the line in 1947 to boost De Beers’ dwindling diamond sales, Gerety’s four words have single-handedly revolutionised the way we think about marriage proposals. A cultural impact that will no doubt last – forever.
I think, therefore IBM – This one might not be familiar to many people, simply because it doesn’t get the kudos and mainstream acclaim it deserves. A wonderfully simple-yet-smart play on words, IBM’s “I think” is the kind of strapline that makes you think: “I wish I’d thought of that one.”
We Try Harder – We’re finding it hard to find the words to do Avis’ words justice; which is why we’re just going to let the strapline’s trailblazing copywriter, Paula Green, do it for us.
Have a Break. Have a Kit Kat.
Vorsprung Durch Technik