Iconic Ad Slogans Still Resonate Today

From Ads to Idioms: The Catchphrases That Cling

Marketing messages permeate modern life. They appear on screens, adorn public transport, and generally make their presence felt everywhere. Individuals likely encounter hundreds of advertisements weekly in myriad forms. Remembering every single one is an impossible feat. However, occasionally, an inventive catchphrase transcends its initial aim of capturing attention. It can become integrated into common speech. Many people may recognise certain phrases without realising their advertising origins. This article explores the genesis of several such expressions.

The Ronseal Revolution: "Does Exactly What It Says on the Tin"

Dave Shelton and Liz Whiston, in the year 1994, faced a challenge. They needed to create a promotional strategy for Ronseal, a firm that produced wood varnish. The goal was to create an enduring impact. They opted for a simple, direct television advert. This approach was unusual at a time when flashy slogans dominated. The pair required a forceful concluding line. "Does exactly what it says on the tin" started for temporary use. Soon, they realised its suitability.

The line nearly missed the final cut. Audience testing yielded negative results. People found it not "advertising" enough. However, Ged Shields, Ronseal's marketing head at the time, showed conviction. He insisted on broadcasting the commercials without alteration. This decision proved astute. Ronseal sales soared. The adverts inspired spoofs, helping the slogan enter British vernacular. It even made it into the Oxford Dictionary of Idioms. This expression currently denotes honesty and reliability. People use it internationally, and it has become the third most known slogan ever.

The slogans influence extended beyond DIY. In 2004, David Cameron, then involved with Conservative policy co-ordination, referenced it, stating people desired "Ronseal politics". He employed it again in 2013 when he was Prime Minister, characterising the Conservative-Liberal Democrat coalition as "a Ronseal deal". This political adoption highlighted the phrase's widespread understanding and cultural resonance. Ronseal itself trademarked the line. The company's subsequent campaigns have continued to build on this straightforward, honest persona, sometimes taking over entire ad breaks with mundane DIY tasks to humorous effect. These efforts aim to connect with younger consumers less familiar with the original campaign's impact.

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De Beers' Enduring Sparkle: "A Diamond Is Forever"

De Beers, the upscale jewelry firm, sought to boost diamond sales in 1947. Sales had fallen sharply during the period of the Great Depression. Frances Gerety, an advertising writer, conceived "A Diamond Is Forever" in the late hours of an evening. She likely did not foresee its immense future significance. Despite initial concerns about its unusual grammar, De Beers adopted it for its primary marketing phrase. Nearly eighty years on, it remains in use.

During that period, acquiring diamond engagement rings was less usual. This marketing effort effectively boosted transactions by associating diamonds, along with their dimensions, with authentic, undying affection. It effectively created the modern tradition of diamond engagement rings. Before this, only about 10% of engagement rings featured diamonds; by 1990, this figure had risen to 80%. De Beers' wholesale diamond sales in the US alone surged from $23 million in 1939 to $2.1 billion by 1979. The company also propagated the idea that an engagement ring should cost two months' salary. Ad Age named the slogan the greatest of the 20th century.

The phrase’s cultural impact extended to popular culture. Ian Fleming titled his fourth James Bond novel Diamonds Are Forever in 1956, probably drawing inspiration from the adverts. The novel was adapted into a motion picture featuring Sean Connery, released during 1971. Shirley Bassey sang the theme song, her second Bond theme after Goldfinger. The enduring success of the campaign highlights how advertising can fundamentally alter societal norms and create lasting cultural touchstones. De Beers has, however, faced scrutiny over its supply chain and monopolistic practices.

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Listerine's Marital Machinations: "Always the Bridesmaid, Never the Bride"

Another slogans connected with romance and matrimony has a more surprising origin. The phrase "always the bridesmaid, never the bride" characterises an individual that repeatedly falls short of ultimate success. A similar line, "Why Am I Always the Bridesmaid?", appeared in a 1917 song by Fred Leigh and Charles Collins, popularised by Lily Morris. However, the version we know gained prominence in the mid-1920s. Listerine, a producer of oral rinse, used "often a bridesmaid, never a bride" in large advertisements across newspapers.

The advertisement's premise was that fresh breath, or rather the lack of it (halitosis), constituted the crucial factor for a wedding offer. The campaign featured a fictional woman, Edna, whose social life suffered due to this affliction, an issue her friends wouldn't dare mention. This marketing approach, termed 'halitosis appeal', preyed on anxiety about unpleasant oral odour, especially for females, to sell Listerine as a solution. Listerine, originally developed in the 1880s as a surgical antiseptic, saw sales skyrocket from $115,000 in 1921 to over $4 million by 1927 after this shift in marketing.

The phrase resonated deeply, tapping into societal pressures surrounding marriage. While initially literal, its meaning has broadened. It now typically depicts recurrent instances of almost achieving triumph in diverse areas, for instance a sporting group that often gets to championship games yet seldom secures victory. The expression highlights how advertisers can leverage social anxieties to create memorable and lasting slogans, even if the link joining the item with the suggested answer appears slight. The campaign's success demonstrates the power of narrative in advertising.

Levi's Legacy of Longevity: "Quality Never Goes Out of Style"

During the 1980s, Levi Strauss & Co. brought out the marketing phrase "Quality never goes out of style". This continues to be among its most triumphant within its more than 170 years of operation. This catchphrase highlighted a pair of principal characteristics the United States-based firm desired consumers to connect with its denim: high-grade make and fashionable appeal. The company used it in many broadcast and published promotional pieces, assisting to solidify Levi's standing as a worldwide frontrunner in denim apparel. This expression on its own implies that certain items go beyond fleeting fads and endure through ages.

The company, Levi's, still employs different versions of this saying to spotlight wider company projects, such as environmental responsibility. This expression currently is frequently found upon the inner tags of their denim trousers. This placement might be a subtle acknowledgment of quick apparel trends and the increasing significance of clothing durability. The company’s history, dating back to 1853, and the rugged genesis of their denim trousers as workwear, contribute to the perception of enduring quality. The iconic "Two Horse Brand" logo, showing horses unable to tear apart a pair of Levi's, further reinforces this message of durability.

The slogan’s enduring appeal lies in its simple, truthful assertion. It reflects a core brand promise that their products will meet and exceed expectations for durability and style. In an era of disposable fashion, this message of lasting value resonates strongly with consumers. Levi's has also adapted its marketing to connect with younger generations, emphasising self-expression and sustainability, while still grounding its identity in this established reputation for quality.

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The Lingering Lingo of Advertising

Beyond these four prominent examples, numerous other advertising slogans have subtly woven their way into the fabric of everyday British English. Consider "Beanz Meanz Heinz." This simple, catchy phrase, first appearing on television in 1967, instantly linked the brand with its core product in an unforgettable way. Similarly, "Have a Break, Have a Kit Kat," launched in 1958, did more than just sell chocolate bars; it embedded itself as a common suggestion for taking a pause.

The Milk Marketing Board’s "Drinka Pinta Milka Day," popularised in the late 1950s and 1960s, became a national call to consume milk, its quirky phrasing making it highly memorable. Another enduring line, "A Mars a Day Helps You Work, Rest and Play," positioned the chocolate bar as an energy booster for all aspects of life. These phrases, like their more extensively discussed counterparts, demonstrate the remarkable power of concise, creative language in advertising to achieve lasting cultural penetration. Their continued use, often detached from their original commercial context, speaks to their deep integration into the collective lexicon.

The psychological appeal of these enduring slogans often lies in their simplicity, repetition, and the creation of an emotional connection or a memorable jingle. They frequently tap into universal desires, anxieties, or aspirations, making them relatable and easily recalled. The most successful slogans often become cultural shorthand, their meanings evolving and expanding far beyond the products they initially promoted. They stand as testaments to the creative power of advertising and its subtle yet profound influence on language and culture.