The 5 most god-awful taglines in America
Mark Duffy has written the Copyranter blog for 11 years and is a freelancing copywriter with 25-plus years of experience. His hockey wrist shot is better than yours.
The Great American Tagline is dead — has been for years. The few remaining good American taglines are being hunted down and killed by digital agencies and marketers daily. Even the American Tagline That At Least Makes A Modicum Of Sense is dying.
Do you know what is still selling more shoes for Nike, right now, today, day-in and day-out, than ALL of its current ad and promo campaigns combined? “Just Do It.” Same thing with “Don’t Leave Home Without It” and American Express. That’s the power of a great tagline. Here are five of the worst:
Stella Artois: Be Legacy
Copywriters have long twisted, choked, and murdered the most basic grammar rules in attempts to make a brand edgier and stand out from competitors. But why is Stella demanding you, you slob, to “Be Legacy”? That’s a tall order for anybody, beer drinker or not.
Why not just: “Be Remembered” or “Be Better” or “Be Drunk”? “Be Drunk” is a damn good beer tag. Earlier this year, Twitter folks had a few other suggestions: “Be Legless,” “Be er” (heh), and “Be at wife” (backstory here on that last one).
Cîroc: LET’S GET IT
Get WHAT? Some Cîroc? Some tail? The commercial does not help with the comprehension. Let’s Get Shitfaced? Let’s Get The Puke Stains Cleaned Off My Rental Tux? How about: Let’s Get Diddy in a roundtable discussion about his tagline.
Cadillac: DARE GREATLY
A Cadillac is a car, correct? Yes? An American fighting with Kurds against ISIS? He’s daring greatly. Trying to stop 100 mph vulcanized rubber projectiles while wearing the skimpiest of face masks? Hockey goalies dare greatly.
Coors Light: The World’s Most Refreshing Beer
How did they get this bullshit wiggle language approved by the FDA? Are they the “tastiest” beer in the world? No. Are they the … most “thirst quenching” beer in the world? No. What does refreshing mean here? That it has the most water of any beer in the world? I bet that’s how they got it approved.
WELLS FARGO: Together We’ll Go Far
This is a late-breaking entry:
Yeah, to jail! Giddy up!
As non-endemic brands eye the gaming space, a lack of industry standards is delaying their arrival
The caution with which some brands still approach the gaming industry -- and the need for better industry standards to help brands feel more informed -- were recurring themes at last week’s Digiday Gaming Advertising Forum.
Cheat Sheet: How Apple’s ATT is giving it more influence over ad dollars
The signs that Apple is building an ads business is there — here is what we actually know.
‘This Delta situation has humbled everyone in the live industry’: How experiential marketers are navigating a new wave of COVID-19 cases
With rising concerns about the new Delta variant, experiential marketers learn to navigate event vaccine logistics.
SponsoredHow retailers can be ready for holiday shoppers this year
Suchi Sastri, managing director and partner, Boston Consulting Group As the holiday season approaches and the pandemic continues to evolve, retailers want to know what to expect. Will e-commerce continue to grow at the rate it did last year? How big of a role will in-store shopping play in holiday shopping? While it’s still early, […]
‘The office is dead but culture is not’: Why this start-up is trying to foster office culture without an office
The start-up is one of a number of companies aiming to find ways to recreate company culture amid a remote world, especially as the return to office has been delayed due to the Delta variant.
‘Sliding door moments’: How will hybrid working trend affect office romances?
Psychotherapists give their take on how office romances can still thrive in hybrid-working and virtual-only setups.