Catchy Slogan Examples and How to Write Your Own

In this article

What makes a good, catchy slogan?
Slogan vs tagline: what's the difference?
Famous slogan examples and why they work
How to write your own slogan
Conclusion

Creating a slogan for your company can feel daunting, but it doesn't have to be. With some research and brainstorming, you can write a line that helps your business stand out and makes your brand instantly recognisable.

Slogans are short phrases people associate with a particular business or product. At their best, they create an emotional connection between customers and companies and shape how a brand is perceived. Start by writing down words related to your brand, then combine them in different ways until something clicks.

What makes a good, catchy slogan?

A strong slogan grabs attention, links your brand to a feeling or benefit, and increases awareness of your business. Here's what the best ones have in common.

Keep it simple

Short slogans are easier to remember. Where possible, aim for just a few words. Keeping it concise means your message lands without being diluted.

Be original

In trying to be memorable, it's easy to fall back on clichés that feel overly familiar. Strive for originality so you capture attention in a fresh way.

Create a visual image

Think about the picture your slogan paints. An image or metaphor can create a vivid association with your product, especially if it has tangible qualities such as colour, texture or shape.

Make an emotional connection

People connect with brands that make them feel something: joy, humour, belonging. Tapping into shared feelings makes your slogan more likely to stick and builds loyalty among customers.

Make it unique and memorable

Rhymes, alliteration and wordplay help slogans lodge in people's minds. Your slogan also needs to be genuinely distinctive. Check that you're not unintentionally copying an existing slogan, which could cause legal problems.

Align it with your brand personality and values

Your slogan should reflect what your business stands for and fit with the rest of your marketing. That alignment is what sets you apart from competitors offering similar products.

Consider a call to action

Some of the most effective slogans invite people to do something, such as Nike's "Just Do It" or Coca-Cola's "Open Happiness". A line that prompts action can do more than just raise awareness.

Slogan vs tagline: what's the difference?

The two terms are often used interchangeably, but there's a useful distinction:

A tagline is a lasting phrase that sums up a brand's identity or promise. It usually sits alongside the logo and can stay the same for decades. Apple's "Think different." captured the brand's spirit of creativity and innovation.
A slogan is often tied to a specific product, campaign or period. Brands may change slogans more frequently as campaigns evolve, though the best slogans last so long they effectively become taglines.

Both have the same ultimate goal: making people remember your brand and want what you offer. Whichever you're writing, keep it short and memorable, and make sure it represents who you are before releasing it into the world.

Famous slogan examples and why they work

Some of the most memorable slogans in history include Nike's "Just Do It", Apple's "Think different." and Subway's "Eat Fresh". Here's a closer look at those and other famous lines, and what you can learn from each.

Dunkin': "America Runs on Dunkin'"

Dunkin' introduced this slogan in 2006. Its campaigns celebrated ordinary people going about their busy lives, making the brand feel like an integral part of everyday American life.

Maybelline: "Maybe she's born with it. Maybe it's Maybelline."

Maybelline dates back to 1915, when Thomas Lyle Williams noticed his sister Mabel using a mixture of Vaseline and coal dust on her eyelashes. Its slogan plays cleverly on the brand name while suggesting its products look naturally beautiful. Over more than a century of change in the cosmetics industry, the brand has stayed true to its core identity and price point.

Dollar Shave Club: "Shave Time. Shave Money."

Dollar Shave Club built a reputation for clever, cheeky marketing. This pun-based slogan captures the two main benefits of its subscription service, convenience and savings, in four words.

Old Spice: "The original. If your grandfather hadn't worn it, you wouldn't exist."

Old Spice has been around since 1937. This tongue-in-cheek line appealed to younger men while honouring the brand's heritage and the older customers who had used it for years.

Nike: "Just Do It"

"Just Do It" has become a worldwide phenomenon because it speaks to people on a personal level. It's used as everyday encouragement to overcome challenges and chase goals, standing for determination and breaking boundaries.

Mastercard: "There are some things money can't buy. For everything else, there's Mastercard."

Mastercard's "Priceless" campaign launched in 1997 and ran in many countries and languages. Though long by slogan standards, it worked brilliantly thanks to emotional ads that celebrated moments that are "priceless", positioning the brand around experiences rather than money.

Gillette: "The best a man can get"

Gillette, founded in 1901, transformed shaving with its safety razor and disposable blades. Its famous slogan debuted during the 1989 Super Bowl. In 2019 the brand stirred debate with its "We Believe: The Best Men Can Be" ad, which reworked the line to address modern masculinity, a reminder that reinterpreting a famous slogan can provoke strong reactions.

M&M's: "Melts in your mouth, not in your hands"

In a market where chocolate is chocolate, M&M's identified something that set it apart: its candy shell prevents a melted mess. This slogan is a classic lesson in highlighting a genuine point of difference.

Subway: "Eat Fresh"

Subway's long-running two-word slogan, introduced in 2000, positioned the chain as a fresher alternative to typical fast food, focused on made-to-order sandwiches and fresh ingredients.

Skittles: "Taste the rainbow"

This slogan links the candy's bright colours with its fruity flavours, inviting people to imagine colour as something they can taste. It's a brilliant example of creating a vivid visual image.

KFC: "Finger lickin' good"

Three words that instantly conjure up fried chicken eaten with your hands. The slogan also has a famous cautionary tale: when KFC entered China, the phrase was reportedly mistranslated as something closer to "eat your fingers off", an often-cited example of why international campaigns need careful translation.

De Beers: "A Diamond Is Forever"

After diamond sales slumped during the Great Depression, De Beers hired the advertising agency N.W. Ayer in 1938 to change how people thought about diamonds. The agency's copywriter Frances Gerety wrote "A Diamond Is Forever" in 1947, positioning diamonds as symbols of lasting love rather than mere ornaments. It became one of the most influential slogans ever written.

Airbnb: "Belong Anywhere"

Founded in 2008, Airbnb grew from a simple lodging idea into a global platform for stays and experiences. "Belong Anywhere", introduced with its 2014 rebrand, sums up its promise that travellers can feel at home wherever they go.

L'Oréal Paris: "Because you're worth it"

Introduced in the early 1970s, this line became a statement of self-worth and confidence. It's been used around the world for decades and is closely tied to the brand's identity.

Bounty: "The Quicker Picker Upper"

Bounty's rhyming slogan has been used for decades. It's easy to remember and brings some fun to a mundane task like cleaning up spills. Over the years the brand has played with variations, but the original remains the best known.

McDonald's: "I'm Lovin' It"

Launched in 2003, "I'm Lovin' It" and its accompanying jingle are recognised around the world. The sound alone is enough to bring the golden arches to mind.

Red Bull: "Red Bull Gives You Wings"

Nobody expects the drink to give them literal wings. The playful exaggeration communicates energy and boldness, and fits Red Bull's sponsorship of extreme sports and adventure.

The North Face: "Never Stop Exploring"

This mantra captures The North Face's focus on the outdoors and adventure, and it encourages customers to keep taking on new challenges.

Rice Krispies: "Snap! Crackle! Pop!"

Dating back to the early 1930s, this slogan describes the sound the cereal makes in milk. Nearly a century later, it's still instantly recognisable, proof that simple, sensory slogans can last for generations.

Kay Jewelers: "Every kiss begins with Kay"

Kay's slogan links its jewellery with romance and love. It's simple, sweet and plays neatly on the brand name.

Burger King: "Have It Your Way"

Introduced in 1974, "Have It Your Way" highlighted Burger King's willingness to customise orders. It became one of the brand's most enduring lines, and Burger King has returned to the idea of customisation in its marketing many times since.

How to write your own slogan

Define what makes you unique. List your key benefits and what sets you apart from competitors.
Brainstorm words. Write down words and phrases that describe your brand, product and the feelings you want to evoke.
Play with language. Try rhymes, alliteration, puns and metaphors.
Keep it short. Cut every unnecessary word.
Test it. Say it out loud, share it with people in your target audience and check that it's not already in use.
Refine. You probably won't get it perfect on the first try, so don't be afraid to revise.

Conclusion

Creating a great slogan is challenging, but well worth the effort. Studying famous examples shows that the most memorable lines are short, original and emotionally resonant. They paint a picture, highlight a real benefit and reflect what the brand stands for. With some creative thinking and a few rounds of refinement, you can write a slogan that makes people think of your brand the moment they hear it.