## EN: The Most Influential Advertising Slogans Ever — Why They Worked and What …
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## EN: The Most Influential Advertising Slogans Ever — Why They Worked and What to Learn
## KR: 역대 가장 영향력 있는 광고 슬로건 — 왜 먹혔는가, 무엇을 배울 것인가
---
## English (EN)
### How to define “most influential” (so the ranking is not arbitrary)
A slogan’s influence is usually a mix of:
* **Behavior change** (did it measurably shift buying/usage, category norms, or loyalty?)
* **Cultural penetration** (did it become a meme, idiom, or shorthand in everyday speech?)
* **Category reframing** (did it redefine what the product *means*?)
* **Longevity and portability** (can it survive decades, countries, and new media?)
* **Brand–slogan fusion** (does it become inseparable from the brand identity?)
Below is a curated set of historically high-impact slogans, with the mechanism that made each one endure.
---
### 1) “A Diamond Is Forever” — De Beers (coined 1947)
**Why it mattered:** It didn’t just sell diamonds; it **rewired the social meaning** of a diamond ring into a symbol of permanence, shaping norms around engagement and gifting. De Beers notes it was coined in 1947 by copywriter **Frances Gerety** and widely cited as an all-time great slogan. ([De Beers Group][1])
**Copy mechanics:**
* “Forever” turns a product into a **life milestone** (time horizon beats feature lists).
* Simple, declarative, emotionally loaded, hard to argue with.
---
### 2) “Think Small” — Volkswagen Beetle (campaign introduced 1959)
**Why it mattered:** A foundational moment of modern advertising: it used **humility + honesty** to make a small foreign car desirable in a market obsessed with size and status. The campaign is widely regarded as one of the most influential of the 20th century. ([위키백과][2])
**Copy mechanics:**
* **Reversal**: turns a perceived weakness into a badge of intelligence.
* Minimalism that signals confidence (“we don’t have to shout”).
---
### 3) “We Try Harder” — Avis (adopted 1962)
**Why it mattered:** A masterclass in **owning #2 positioning**—it transformed “second place” into a promise of effort and service, giving consumers a reason to choose the underdog. Avis adopted it in 1962 as corporate motto. ([위키백과][3])
**Copy mechanics:**
* Converts a market fact into a **credible operating principle**.
* Short, active, provable in customer experience.
---
### 4) “Melts in your mouth, not in your hand” — M&M’s (tagline introduced 1949)
**Why it mattered:** It’s one of the cleanest examples of a slogan that is also a **product spec**—a functional promise phrased as a benefit you can instantly visualize. Wikipedia notes the tagline was introduced in 1949. ([위키백과][4])
**Copy mechanics:**
* Two-part contrast (“in your mouth” vs “in your hand”) makes it sticky.
* Defines a **unique reason to believe** in one line.
---
### 5) “When you care enough to send the very best” — Hallmark (coined 1944)
**Why it mattered:** It elevated greeting cards from paper to **proof of caring**, turning a commodity into an emotional service. Entrepreneur reports it was coined in 1944 by Hallmark executive C.E. Goodman. ([Entrepreneur][5])
**Copy mechanics:**
* Frames purchase as **moral/relational action**, not consumption.
* “Very best” sets a quality bar customers want to live up to.
---
### 6) “I’d Like to Buy the World a Coke” — Coca-Cola (Hilltop commercial premiered 1971)
**Why it mattered:** It attached Coke to an aspirational idea—**unity and optimism**—and became one of the best-known brand songs/slogans ever. Coca-Cola’s own history page states the Hilltop commercial premiered in 1971. ([coca-colacompany.com][6])
**Copy mechanics:**
* Turns brand into **social mood** (belonging, harmony).
* Melodic language is designed for recall.
---
### 7) “Because I’m Worth It / Because You’re Worth It” — L’Oréal (origin early 1970s)
**Why it mattered:** It aligned beauty purchasing with **self-worth and agency**, resonating strongly with social change around women’s identity and autonomy. L’Oréal credits Ilon Specht with coining the line in the early 1970s; Creative Review details the original form as “Because I’m Worth It.” ([L'Oreal Paris][7])
**Copy mechanics:**
* Gives the consumer a **permission slip** to spend.
* Identity-first: the customer, not the product, is the hero.
---
### 8) “Just Do It” — Nike (campaign launched 1988)
**Why it mattered:** It’s a universal behavioral trigger—short, forceful, and adaptable across sports, ages, and motivations. Nike’s “Just Do It” is widely documented as launching in 1988 via Wieden+Kennedy. ([Creative Review][8])
**Copy mechanics:**
* Imperative verb = action.
* Broad enough for everyone, sharp enough to feel personal.
---
### 9) “Got Milk?” — California Milk Processor Board (launched 1993)
**Why it mattered:** A rare case where the slogan succeeded by focusing on **absence and inconvenience**—you notice milk most when you don’t have it. The campaign was created for CMPB in 1993. ([위키백과][9])
**Copy mechanics:**
* A two-word question invites mental participation.
* The missing-product scenario is easy to dramatize endlessly.
---
### 10) “There are some things money can’t buy. For everything else, there’s MasterCard.” — MasterCard “Priceless” (started 1997)
**Why it mattered:** It converted a payment utility into an **emotion-and-life-moments brand**, and the “Priceless” structure became endlessly remixable. The campaign started in 1997 and uses that exact line as slogan. ([위키백과][10])
**Copy mechanics:**
* Contrasts tangible costs with intangible value.
* Template format = infinite creative variations.
---
### 11) “Think different” — Apple (used 1997–2002)
**Why it mattered:** It repositioned Apple as a **creative identity** rather than a product catalog, helping define brand meaning during a pivotal era. It’s documented as Apple’s slogan used from 1997 to 2002. ([위키백과][11])
**Copy mechanics:**
* A worldview in two words.
* Signals tribe membership (“people who see things differently”).
---
### 12) “i’m lovin’ it” — McDonald’s (global campaign launched 2003)
**Why it mattered:** It became McDonald’s longest-running modern global tagline and was designed to travel across cultures with a simple emotional claim. McDonald’s announced the U.S. launch in September 2003 as part of a global campaign. ([News Release Archive][12])
**Copy mechanics:**
* Present continuous (“I’m loving”) = ongoing experience, not one-time purchase.
* Jingle + phrase = memory compound effect.
---
### 13) “Where’s the beef?” — Wendy’s (iconic commercial aired 1984)
**Why it mattered:** It became a cultural catchphrase and a **category critique** (calling out “fluff over substance”), influencing competitors and political rhetoric for decades. Major outlets mark its original airing as 1984. ([Southern Living][13])
**Copy mechanics:**
* A sharp question that implies deception.
* Forces the brand to “prove” substance.
---
### 14) “What happens here, stays here” — Las Vegas (campaign created 2003)
**Why it mattered:** It rebranded a destination around **permission and secrecy**, becoming a global tourism slogan archetype. The Wall Street Journal notes it was created in 2003 under Las Vegas tourism leadership. ([월스트리트저널][14])
**Copy mechanics:**
* Promises a psychological benefit (freedom without judgment).
* Implies exclusivity and insider status.
---
### 15) “The Few. The Proud. The Marines.” — U.S. Marine Corps (in use since 1977)
**Why it mattered:** A recruitment identity line that communicates **scarcity + prestige + belonging** in three short beats. Marine Corps Times reports it has been used since 1977 (and often cited as among the most successful recruiting slogans). ([Marine Corps Times][15])
**Copy mechanics:**
* Three-part cadence feels like a pledge.
* “Few” is a filter; it attracts by excluding.
---
### 16) “The Ultimate Driving Machine” — BMW (coined 1974)
**Why it mattered:** It anchored BMW’s identity around **driving feel** rather than luxury alone. BMW’s own press history credits Martin Puris with coining it in 1974. ([BMW Group PressClub][16])
**Copy mechanics:**
* Superlative claim, but tied to a **specific dimension** (driving).
* Makes every product decision accountable to the promise.
---
## Cross-cutting lessons (how these slogans consistently win)
1. **They sell meaning, not merchandise.** The line explains who you become, not what you buy.
2. **They pick a single sharp axis.** Permanence, humility, effort, non-mess, caring, unity, worth, action, absence, priceless moments, creative tribe, enjoyment, substance, secrecy, elite identity, driving joy.
3. **They have a built-in creative engine.** A template, a question, a contrast, or a worldview that generates endless executions.
4. **They are easy to translate conceptually (even if words change).** The idea survives localization.
## Practical application: a slogan design checklist (for any brand/category)
* **One promise:** If the customer remembers only one thing, what is it?
* **One proof point:** What makes the promise believable (product, process, policy, heritage)?
* **One emotional payoff:** What does the customer *feel* after choosing you?
* **One enemy:** What are you against (waste, pretense, complexity, judgment, indecision)?
* **Sound test:** Can it be said in one breath? Does it have rhythm?
* **Scenario test:** Can you imagine 50 ads without changing the line?
---
## 한국어 (KR)
### “영향력”을 정의하는 기준
* **행동 변화**(구매·사용 빈도, 충성도, 카테고리 관행을 바꿨는가)
* **문화 침투력**(유행어·밈·관용구가 되었는가)
* **카테고리 재정의**(상품의 의미를 새로 규정했는가)
* **지속성·확장성**(세대·국가·매체가 바뀌어도 살아남는가)
* **브랜드 결합도**(브랜드를 떠올리면 자동으로 따라오는가)
---
### 대표 슬로건 16선: 핵심 영향 포인트
1. **De Beers — “A Diamond Is Forever”(1947)**: 다이아를 “영원한 약속”의 상징으로 고정해 결혼·선물 문화까지 흔든 사례. ([De Beers Group][1])
2. **Volkswagen — “Think Small”(1959)**: 단점을 정면으로 인정해 오히려 “현명함”으로 전환한 현대 광고의 교과서. ([위키백과][2])
3. **Avis — “We Try Harder”(1962)**: 2등의 약점을 “더 노력한다”는 운영 철학으로 바꿔 선택 이유를 만든 포지셔닝 전설. ([위키백과][3])
4. **M&M’s — “Melts in your mouth, not in your hand”(1949)**: 기능을 곧장 혜택으로 번역한 ‘한 줄 제품 정의’. ([위키백과][4])
5. **Hallmark — “When you care enough to send the very best”(1944)**: 카드 구매를 “마음을 증명하는 행위”로 격상. ([Entrepreneur][5])
6. **Coca-Cola — “I’d Like to Buy the World a Coke”(1971)**: 제품을 넘어 ‘세상과의 관계(연대·평화)’를 파는 브랜드 무드의 결정판. ([coca-colacompany.com][6])
7. **L’Oréal — “Because I’m/You’re Worth It”(1970s)**: 소비를 죄책감이 아니라 ‘자기 가치’로 정당화한 시대적 한 줄. ([L'Oreal Paris][7])
8. **Nike — “Just Do It”(1988)**: ‘행동 트리거’로서 완벽한 명령형—범용성과 개인성을 동시에 확보. ([Creative Review][8])
9. **Got Milk?(1993)**: “있을 때가 아니라 없을 때”를 보여줘 결핍을 기억시키는 역발상. ([위키백과][9])
10. **MasterCard — “Priceless”(1997)**: 결제수단을 ‘삶의 순간’으로 승격, 포맷 자체가 밈이 되는 구조. ([위키백과][10])
11. **Apple — “Think different”(1997–2002)**: 제품이 아니라 ‘정체성(창의·반항·혁신)’을 판 재포지셔닝의 상징. ([위키백과][11])
12. **McDonald’s — “i’m lovin’ it”(2003)**: 세계 공통 슬로건으로 감정형 문장을 택해 장기 지속. ([News Release Archive][12])
13. **Wendy’s — “Where’s the beef?”(1984)**: ‘실속’ 프레임으로 카테고리 전체를 공격한 유행어형 카피. ([Southern Living][13])
14. **Las Vegas — “What happens here, stays here”(2003)**: ‘일탈의 허용’이라는 심리적 보상을 관광 브랜드로 만든 대표 예. ([월스트리트저널][14])
15. **U.S. Marines — “The Few. The Proud. The Marines.”(1977~)**: 희소성·명예·소속감을 3박자로 각인. ([Marine Corps Times][15])
16. **BMW — “The Ultimate Driving Machine”(1974)**: 럭셔리가 아니라 ‘운전 경험’ 하나로 브랜드의 기준축을 고정. ([BMW Group PressClub][16])
---
## 日本語 (JA)
### 影響力の評価軸
行動変化／文化浸透／カテゴリー再定義／継続性／ブランド同一化。
### 代表スローガン（要点）
* **De Beers**「A Diamond Is Forever」: ダイヤ＝永遠の約束という社会的意味を固定。 ([De Beers Group][1])
* **VW**「Think Small」: 弱点を“賢さ”へ反転したミニマリズム。 ([위키백과][2])
* **Avis**「We Try Harder」: “2位”を努力の誓いに変換。 ([위키백과][3])
* **M&M’s**「Melts in your mouth, not in your hand」: 機能＝利益を一文で可視化。 ([위키백과][4])
* **Hallmark**「When you care enough…」: 購入を“想いの証明”へ。 ([Entrepreneur][5])
* **Coca-Cola**「I’d Like to Buy the World a Coke」: ブランドを時代の気分（連帯）に接続。 ([coca-colacompany.com][6])
* **L’Oréal**「Because I’m/You’re Worth It」: 自己肯定の許可証。 ([Creative Review][17])
* **Nike**「Just Do It」: 行動を促す究極の命令形。 ([Creative Review][8])
* **Got Milk?**: “欠如”で欲求を作る質問型。 ([위키백과][9])
* **MasterCard**「Priceless」: 無形価値を中心に据えるテンプレ構造。 ([위키백과][10])
* **Apple**「Think different」: 製品ではなく“創造的アイデンティティ”を販売。 ([위키백과][11])
* **McDonald’s**「i’m lovin’ it」: グローバル移植に強い感情フレーズ。 ([News Release Archive][12])
* **Wendy’s**「Where’s the beef?」: “中身がない”を刺す文化的フレーズ。 ([Southern Living][13])
* **Las Vegas**「What happens here, stays here」: 自由と匿名性の約束。 ([월스트리트저널][14])
* **Marines**「The Few. The Proud. The Marines.」: 希少性×誇り×所属。 ([Marine Corps Times][15])
* **BMW**「The Ultimate Driving Machine」: “走り”をブランドの単一軸に固定。 ([BMW Group PressClub][16])
---
## Español (ES)
### Criterios de “influencia”
Cambio de conducta, penetración cultural, redefinición de categoría, longevidad y fusión con la marca.
### Slogans clave (por qué funcionaron)
* **De Beers — “A Diamond Is Forever”**: convirtió el diamante en símbolo social de permanencia. ([De Beers Group][1])
* **Volkswagen — “Think Small”**: honestidad + minimalismo; convierte una “debilidad” en inteligencia. ([위키백과][2])
* **Avis — “We Try Harder”**: posicionamiento del “número 2” como promesa creíble de esfuerzo. ([위키백과][3])
* **M&M’s — “Melts in your mouth…”**: beneficio funcional memorable en contraste. ([위키백과][4])
* **Hallmark — “When you care enough…”**: compra como acto de cariño, no como objeto. ([Entrepreneur][5])
* **Coca-Cola — “I’d Like to Buy the World a Coke”**: marca asociada a unidad/optimismo (1971). ([coca-colacompany.com][6])
* **L’Oréal — “Because I’m/You’re Worth It”**: autoriza el gasto como autoestima. ([Creative Review][17])
* **Nike — “Just Do It”**: disparador de acción universal (1988). ([Creative Review][8])
* **Got Milk?**: pregunta que hace pensar; vende la ausencia. ([위키백과][9])
* **MasterCard — “Priceless”**: valor intangible > precio; formato infinitamente adaptable. ([위키백과][10])
* **Apple — “Think different”**: identidad creativa como producto central. ([위키백과][11])
* **McDonald’s — “i’m lovin’ it”**: frase emocional global (2003). ([News Release Archive][12])
* **Wendy’s — “Where’s the beef?”**: crítica de “poca sustancia” que se volvió cultura pop. ([Southern Living][13])
* **Las Vegas — “What happens here, stays here”**: promesa psicológica de libertad y discreción. ([월스트리트저널][14])
* **Marines — “The Few. The Proud. The Marines.”**: escasez + prestigio + pertenencia. ([Marine Corps Times][15])
* **BMW — “The Ultimate Driving Machine”**: ancla la marca en la experiencia de conducir (1974). ([BMW Group PressClub][16])
---
## Français (FR)
### Définir “l’influence”
Impact comportemental, empreinte culturelle, reframing de catégorie, longévité, fusion marque-phrase.
### Slogans structurants (mécanisme d’efficacité)
* **De Beers — “A Diamond Is Forever”**: a fixé le diamant comme symbole social d’engagement durable. ([De Beers Group][1])
* **Volkswagen — “Think Small”**: humilité stratégique; renversement du défaut en intelligence. ([위키백과][2])
* **Avis — “We Try Harder”**: positionnement “n°2” transformé en promesse opérationnelle crédible. ([위키백과][3])
* **M&M’s — “Melts in your mouth…”**: bénéfice fonctionnel formulé en contraste mémorisable. ([위키백과][4])
* **Hallmark — “When you care enough…”**: l’achat devient preuve d’attention et de qualité. ([Entrepreneur][5])
* **Coca-Cola — “I’d Like to Buy the World a Coke”**: marque liée à une émotion collective (1971). ([coca-colacompany.com][6])
* **L’Oréal — “Because I’m/You’re Worth It”**: autorisation morale d’acheter au nom de la valeur de soi. ([Creative Review][17])
* **Nike — “Just Do It”**: injonction d’action universelle, extrêmement portable. ([Creative Review][8])
* **Got Milk?**: question qui met en scène le manque; mémorisation par participation mentale. ([위키백과][9])
* **MasterCard — “Priceless”**: valeur intangible vs coût; structure réutilisable à l’infini. ([위키백과][10])
* **Apple — “Think different”**: repositionnement identitaire (tribu créative) plutôt que produit. ([위키백과][11])
* **McDonald’s — “i’m lovin’ it”**: slogan émotionnel global lancé en 2003. ([News Release Archive][12])
* **Wendy’s — “Where’s the beef?”**: attaque “substance vs apparence” devenue expression culturelle. ([Southern Living][13])
* **Las Vegas — “What happens here, stays here”**: promesse de liberté discrète; repositionnement destination. ([월스트리트저널][14])
* **Marines — “The Few. The Proud. The Marines.”**: rareté + prestige + appartenance. ([Marine Corps Times][15])
* **BMW — “The Ultimate Driving Machine”**: verrouille la marque sur l’expérience de conduite (1974). ([BMW Group PressClub][16])
[1]: https://www.debeersgroup.com/news-insights/business-market/archive/forevermark-to-relaunch--a-diamond-is-forever?utm_source=chatgpt.com "Forevermark to relaunch 'a diamond is forever'"
[2]: https://en.wikipedia.org/wiki/Think_Small?utm_source=chatgpt.com "Think Small"
[3]: https://en.wikipedia.org/wiki/Avis_Car_Rental?utm_source=chatgpt.com "Avis Car Rental"
[4]: https://en.wikipedia.org/wiki/M%26M%27s?utm_source=chatgpt.com "M&M's"
[5]: https://www.entrepreneur.com/growing-a-business/joyce-clyde-hall/197552?utm_source=chatgpt.com "Joyce Clyde Hall"
[6]: https://www.coca-colacompany.com/about-us/history/id-like-to-buy-the-world-a-coke?utm_source=chatgpt.com "I'd Like to Buy the World a Coke"
[7]: https://www.lorealparisusa.com/because-youre-worth-it?utm_source=chatgpt.com "Because You're Worth It - L'Oréal Paris"
[8]: https://www.creativereview.co.uk/just-do-it-slogan/?utm_source=chatgpt.com "The history of Nike's Just Do It slogan"
[9]: https://en.wikipedia.org/wiki/Got_Milk%3F?utm_source=chatgpt.com "Got Milk?"
[10]: https://en.wikipedia.org/wiki/Priceless_%28advertising_campaign%29?utm_source=chatgpt.com "Priceless (advertising campaign)"
[11]: https://en.wikipedia.org/wiki/Think_different?utm_source=chatgpt.com "Think different"
[12]: https://mcdonalds.mediaroom.com/2003-09-23-McDonalds-USA-Launches-im-lovin-it-Brand-Campaign?utm_source=chatgpt.com "McDonald's® USA Launches 'i'm lovin' it™' Brand Campaign"
[13]: https://www.southernliving.com/wendys-free-cheeseburgers-8563943?utm_source=chatgpt.com "How To Get Free Cheeseburgers At Wendy's This Week"
[14]: https://www.wsj.com/business/hospitality/rossi-ralenkotter-las-vegas-tourism-6bede9bc?utm_source=chatgpt.com "Rossi Ralenkotter, Who Redefined How Las Vegas Sold Itself to Tourists, Dies at 78"
[15]: https://www.marinecorpstimes.com/news/your-marine-corps/2016/09/26/marine-corps-may-replace-the-few-the-proud-as-its-recruiting-slogan/?utm_source=chatgpt.com "Marine Corps may replace 'The Few, The Proud' as its ..."
[16]: https://www.press.bmwgroup.com/usa/article/detail/T0447993EN_US/chapter-6%3A-%E2%80%9Cthe-ultimate-ad-slogan%3A-bmw-becomes-the-ultimate-driving-machine%E2%80%9D?language=en_US&utm_source=chatgpt.com "BMW becomes the Ultimate Driving Machine"
[17]: https://www.creativereview.co.uk/because-im-worth-it-loreal/?utm_source=chatgpt.com "Because I'm Worth It - How L'Oreal's logo was coined"
## KR: 역대 가장 영향력 있는 광고 슬로건 — 왜 먹혔는가, 무엇을 배울 것인가
---
## English (EN)
### How to define “most influential” (so the ranking is not arbitrary)
A slogan’s influence is usually a mix of:
* **Behavior change** (did it measurably shift buying/usage, category norms, or loyalty?)
* **Cultural penetration** (did it become a meme, idiom, or shorthand in everyday speech?)
* **Category reframing** (did it redefine what the product *means*?)
* **Longevity and portability** (can it survive decades, countries, and new media?)
* **Brand–slogan fusion** (does it become inseparable from the brand identity?)
Below is a curated set of historically high-impact slogans, with the mechanism that made each one endure.
---
### 1) “A Diamond Is Forever” — De Beers (coined 1947)
**Why it mattered:** It didn’t just sell diamonds; it **rewired the social meaning** of a diamond ring into a symbol of permanence, shaping norms around engagement and gifting. De Beers notes it was coined in 1947 by copywriter **Frances Gerety** and widely cited as an all-time great slogan. ([De Beers Group][1])
**Copy mechanics:**
* “Forever” turns a product into a **life milestone** (time horizon beats feature lists).
* Simple, declarative, emotionally loaded, hard to argue with.
---
### 2) “Think Small” — Volkswagen Beetle (campaign introduced 1959)
**Why it mattered:** A foundational moment of modern advertising: it used **humility + honesty** to make a small foreign car desirable in a market obsessed with size and status. The campaign is widely regarded as one of the most influential of the 20th century. ([위키백과][2])
**Copy mechanics:**
* **Reversal**: turns a perceived weakness into a badge of intelligence.
* Minimalism that signals confidence (“we don’t have to shout”).
---
### 3) “We Try Harder” — Avis (adopted 1962)
**Why it mattered:** A masterclass in **owning #2 positioning**—it transformed “second place” into a promise of effort and service, giving consumers a reason to choose the underdog. Avis adopted it in 1962 as corporate motto. ([위키백과][3])
**Copy mechanics:**
* Converts a market fact into a **credible operating principle**.
* Short, active, provable in customer experience.
---
### 4) “Melts in your mouth, not in your hand” — M&M’s (tagline introduced 1949)
**Why it mattered:** It’s one of the cleanest examples of a slogan that is also a **product spec**—a functional promise phrased as a benefit you can instantly visualize. Wikipedia notes the tagline was introduced in 1949. ([위키백과][4])
**Copy mechanics:**
* Two-part contrast (“in your mouth” vs “in your hand”) makes it sticky.
* Defines a **unique reason to believe** in one line.
---
### 5) “When you care enough to send the very best” — Hallmark (coined 1944)
**Why it mattered:** It elevated greeting cards from paper to **proof of caring**, turning a commodity into an emotional service. Entrepreneur reports it was coined in 1944 by Hallmark executive C.E. Goodman. ([Entrepreneur][5])
**Copy mechanics:**
* Frames purchase as **moral/relational action**, not consumption.
* “Very best” sets a quality bar customers want to live up to.
---
### 6) “I’d Like to Buy the World a Coke” — Coca-Cola (Hilltop commercial premiered 1971)
**Why it mattered:** It attached Coke to an aspirational idea—**unity and optimism**—and became one of the best-known brand songs/slogans ever. Coca-Cola’s own history page states the Hilltop commercial premiered in 1971. ([coca-colacompany.com][6])
**Copy mechanics:**
* Turns brand into **social mood** (belonging, harmony).
* Melodic language is designed for recall.
---
### 7) “Because I’m Worth It / Because You’re Worth It” — L’Oréal (origin early 1970s)
**Why it mattered:** It aligned beauty purchasing with **self-worth and agency**, resonating strongly with social change around women’s identity and autonomy. L’Oréal credits Ilon Specht with coining the line in the early 1970s; Creative Review details the original form as “Because I’m Worth It.” ([L'Oreal Paris][7])
**Copy mechanics:**
* Gives the consumer a **permission slip** to spend.
* Identity-first: the customer, not the product, is the hero.
---
### 8) “Just Do It” — Nike (campaign launched 1988)
**Why it mattered:** It’s a universal behavioral trigger—short, forceful, and adaptable across sports, ages, and motivations. Nike’s “Just Do It” is widely documented as launching in 1988 via Wieden+Kennedy. ([Creative Review][8])
**Copy mechanics:**
* Imperative verb = action.
* Broad enough for everyone, sharp enough to feel personal.
---
### 9) “Got Milk?” — California Milk Processor Board (launched 1993)
**Why it mattered:** A rare case where the slogan succeeded by focusing on **absence and inconvenience**—you notice milk most when you don’t have it. The campaign was created for CMPB in 1993. ([위키백과][9])
**Copy mechanics:**
* A two-word question invites mental participation.
* The missing-product scenario is easy to dramatize endlessly.
---
### 10) “There are some things money can’t buy. For everything else, there’s MasterCard.” — MasterCard “Priceless” (started 1997)
**Why it mattered:** It converted a payment utility into an **emotion-and-life-moments brand**, and the “Priceless” structure became endlessly remixable. The campaign started in 1997 and uses that exact line as slogan. ([위키백과][10])
**Copy mechanics:**
* Contrasts tangible costs with intangible value.
* Template format = infinite creative variations.
---
### 11) “Think different” — Apple (used 1997–2002)
**Why it mattered:** It repositioned Apple as a **creative identity** rather than a product catalog, helping define brand meaning during a pivotal era. It’s documented as Apple’s slogan used from 1997 to 2002. ([위키백과][11])
**Copy mechanics:**
* A worldview in two words.
* Signals tribe membership (“people who see things differently”).
---
### 12) “i’m lovin’ it” — McDonald’s (global campaign launched 2003)
**Why it mattered:** It became McDonald’s longest-running modern global tagline and was designed to travel across cultures with a simple emotional claim. McDonald’s announced the U.S. launch in September 2003 as part of a global campaign. ([News Release Archive][12])
**Copy mechanics:**
* Present continuous (“I’m loving”) = ongoing experience, not one-time purchase.
* Jingle + phrase = memory compound effect.
---
### 13) “Where’s the beef?” — Wendy’s (iconic commercial aired 1984)
**Why it mattered:** It became a cultural catchphrase and a **category critique** (calling out “fluff over substance”), influencing competitors and political rhetoric for decades. Major outlets mark its original airing as 1984. ([Southern Living][13])
**Copy mechanics:**
* A sharp question that implies deception.
* Forces the brand to “prove” substance.
---
### 14) “What happens here, stays here” — Las Vegas (campaign created 2003)
**Why it mattered:** It rebranded a destination around **permission and secrecy**, becoming a global tourism slogan archetype. The Wall Street Journal notes it was created in 2003 under Las Vegas tourism leadership. ([월스트리트저널][14])
**Copy mechanics:**
* Promises a psychological benefit (freedom without judgment).
* Implies exclusivity and insider status.
---
### 15) “The Few. The Proud. The Marines.” — U.S. Marine Corps (in use since 1977)
**Why it mattered:** A recruitment identity line that communicates **scarcity + prestige + belonging** in three short beats. Marine Corps Times reports it has been used since 1977 (and often cited as among the most successful recruiting slogans). ([Marine Corps Times][15])
**Copy mechanics:**
* Three-part cadence feels like a pledge.
* “Few” is a filter; it attracts by excluding.
---
### 16) “The Ultimate Driving Machine” — BMW (coined 1974)
**Why it mattered:** It anchored BMW’s identity around **driving feel** rather than luxury alone. BMW’s own press history credits Martin Puris with coining it in 1974. ([BMW Group PressClub][16])
**Copy mechanics:**
* Superlative claim, but tied to a **specific dimension** (driving).
* Makes every product decision accountable to the promise.
---
## Cross-cutting lessons (how these slogans consistently win)
1. **They sell meaning, not merchandise.** The line explains who you become, not what you buy.
2. **They pick a single sharp axis.** Permanence, humility, effort, non-mess, caring, unity, worth, action, absence, priceless moments, creative tribe, enjoyment, substance, secrecy, elite identity, driving joy.
3. **They have a built-in creative engine.** A template, a question, a contrast, or a worldview that generates endless executions.
4. **They are easy to translate conceptually (even if words change).** The idea survives localization.
## Practical application: a slogan design checklist (for any brand/category)
* **One promise:** If the customer remembers only one thing, what is it?
* **One proof point:** What makes the promise believable (product, process, policy, heritage)?
* **One emotional payoff:** What does the customer *feel* after choosing you?
* **One enemy:** What are you against (waste, pretense, complexity, judgment, indecision)?
* **Sound test:** Can it be said in one breath? Does it have rhythm?
* **Scenario test:** Can you imagine 50 ads without changing the line?
---
## 한국어 (KR)
### “영향력”을 정의하는 기준
* **행동 변화**(구매·사용 빈도, 충성도, 카테고리 관행을 바꿨는가)
* **문화 침투력**(유행어·밈·관용구가 되었는가)
* **카테고리 재정의**(상품의 의미를 새로 규정했는가)
* **지속성·확장성**(세대·국가·매체가 바뀌어도 살아남는가)
* **브랜드 결합도**(브랜드를 떠올리면 자동으로 따라오는가)
---
### 대표 슬로건 16선: 핵심 영향 포인트
1. **De Beers — “A Diamond Is Forever”(1947)**: 다이아를 “영원한 약속”의 상징으로 고정해 결혼·선물 문화까지 흔든 사례. ([De Beers Group][1])
2. **Volkswagen — “Think Small”(1959)**: 단점을 정면으로 인정해 오히려 “현명함”으로 전환한 현대 광고의 교과서. ([위키백과][2])
3. **Avis — “We Try Harder”(1962)**: 2등의 약점을 “더 노력한다”는 운영 철학으로 바꿔 선택 이유를 만든 포지셔닝 전설. ([위키백과][3])
4. **M&M’s — “Melts in your mouth, not in your hand”(1949)**: 기능을 곧장 혜택으로 번역한 ‘한 줄 제품 정의’. ([위키백과][4])
5. **Hallmark — “When you care enough to send the very best”(1944)**: 카드 구매를 “마음을 증명하는 행위”로 격상. ([Entrepreneur][5])
6. **Coca-Cola — “I’d Like to Buy the World a Coke”(1971)**: 제품을 넘어 ‘세상과의 관계(연대·평화)’를 파는 브랜드 무드의 결정판. ([coca-colacompany.com][6])
7. **L’Oréal — “Because I’m/You’re Worth It”(1970s)**: 소비를 죄책감이 아니라 ‘자기 가치’로 정당화한 시대적 한 줄. ([L'Oreal Paris][7])
8. **Nike — “Just Do It”(1988)**: ‘행동 트리거’로서 완벽한 명령형—범용성과 개인성을 동시에 확보. ([Creative Review][8])
9. **Got Milk?(1993)**: “있을 때가 아니라 없을 때”를 보여줘 결핍을 기억시키는 역발상. ([위키백과][9])
10. **MasterCard — “Priceless”(1997)**: 결제수단을 ‘삶의 순간’으로 승격, 포맷 자체가 밈이 되는 구조. ([위키백과][10])
11. **Apple — “Think different”(1997–2002)**: 제품이 아니라 ‘정체성(창의·반항·혁신)’을 판 재포지셔닝의 상징. ([위키백과][11])
12. **McDonald’s — “i’m lovin’ it”(2003)**: 세계 공통 슬로건으로 감정형 문장을 택해 장기 지속. ([News Release Archive][12])
13. **Wendy’s — “Where’s the beef?”(1984)**: ‘실속’ 프레임으로 카테고리 전체를 공격한 유행어형 카피. ([Southern Living][13])
14. **Las Vegas — “What happens here, stays here”(2003)**: ‘일탈의 허용’이라는 심리적 보상을 관광 브랜드로 만든 대표 예. ([월스트리트저널][14])
15. **U.S. Marines — “The Few. The Proud. The Marines.”(1977~)**: 희소성·명예·소속감을 3박자로 각인. ([Marine Corps Times][15])
16. **BMW — “The Ultimate Driving Machine”(1974)**: 럭셔리가 아니라 ‘운전 경험’ 하나로 브랜드의 기준축을 고정. ([BMW Group PressClub][16])
---
## 日本語 (JA)
### 影響力の評価軸
行動変化／文化浸透／カテゴリー再定義／継続性／ブランド同一化。
### 代表スローガン（要点）
* **De Beers**「A Diamond Is Forever」: ダイヤ＝永遠の約束という社会的意味を固定。 ([De Beers Group][1])
* **VW**「Think Small」: 弱点を“賢さ”へ反転したミニマリズム。 ([위키백과][2])
* **Avis**「We Try Harder」: “2位”を努力の誓いに変換。 ([위키백과][3])
* **M&M’s**「Melts in your mouth, not in your hand」: 機能＝利益を一文で可視化。 ([위키백과][4])
* **Hallmark**「When you care enough…」: 購入を“想いの証明”へ。 ([Entrepreneur][5])
* **Coca-Cola**「I’d Like to Buy the World a Coke」: ブランドを時代の気分（連帯）に接続。 ([coca-colacompany.com][6])
* **L’Oréal**「Because I’m/You’re Worth It」: 自己肯定の許可証。 ([Creative Review][17])
* **Nike**「Just Do It」: 行動を促す究極の命令形。 ([Creative Review][8])
* **Got Milk?**: “欠如”で欲求を作る質問型。 ([위키백과][9])
* **MasterCard**「Priceless」: 無形価値を中心に据えるテンプレ構造。 ([위키백과][10])
* **Apple**「Think different」: 製品ではなく“創造的アイデンティティ”を販売。 ([위키백과][11])
* **McDonald’s**「i’m lovin’ it」: グローバル移植に強い感情フレーズ。 ([News Release Archive][12])
* **Wendy’s**「Where’s the beef?」: “中身がない”を刺す文化的フレーズ。 ([Southern Living][13])
* **Las Vegas**「What happens here, stays here」: 自由と匿名性の約束。 ([월스트리트저널][14])
* **Marines**「The Few. The Proud. The Marines.」: 希少性×誇り×所属。 ([Marine Corps Times][15])
* **BMW**「The Ultimate Driving Machine」: “走り”をブランドの単一軸に固定。 ([BMW Group PressClub][16])
---
## Español (ES)
### Criterios de “influencia”
Cambio de conducta, penetración cultural, redefinición de categoría, longevidad y fusión con la marca.
### Slogans clave (por qué funcionaron)
* **De Beers — “A Diamond Is Forever”**: convirtió el diamante en símbolo social de permanencia. ([De Beers Group][1])
* **Volkswagen — “Think Small”**: honestidad + minimalismo; convierte una “debilidad” en inteligencia. ([위키백과][2])
* **Avis — “We Try Harder”**: posicionamiento del “número 2” como promesa creíble de esfuerzo. ([위키백과][3])
* **M&M’s — “Melts in your mouth…”**: beneficio funcional memorable en contraste. ([위키백과][4])
* **Hallmark — “When you care enough…”**: compra como acto de cariño, no como objeto. ([Entrepreneur][5])
* **Coca-Cola — “I’d Like to Buy the World a Coke”**: marca asociada a unidad/optimismo (1971). ([coca-colacompany.com][6])
* **L’Oréal — “Because I’m/You’re Worth It”**: autoriza el gasto como autoestima. ([Creative Review][17])
* **Nike — “Just Do It”**: disparador de acción universal (1988). ([Creative Review][8])
* **Got Milk?**: pregunta que hace pensar; vende la ausencia. ([위키백과][9])
* **MasterCard — “Priceless”**: valor intangible > precio; formato infinitamente adaptable. ([위키백과][10])
* **Apple — “Think different”**: identidad creativa como producto central. ([위키백과][11])
* **McDonald’s — “i’m lovin’ it”**: frase emocional global (2003). ([News Release Archive][12])
* **Wendy’s — “Where’s the beef?”**: crítica de “poca sustancia” que se volvió cultura pop. ([Southern Living][13])
* **Las Vegas — “What happens here, stays here”**: promesa psicológica de libertad y discreción. ([월스트리트저널][14])
* **Marines — “The Few. The Proud. The Marines.”**: escasez + prestigio + pertenencia. ([Marine Corps Times][15])
* **BMW — “The Ultimate Driving Machine”**: ancla la marca en la experiencia de conducir (1974). ([BMW Group PressClub][16])
---
## Français (FR)
### Définir “l’influence”
Impact comportemental, empreinte culturelle, reframing de catégorie, longévité, fusion marque-phrase.
### Slogans structurants (mécanisme d’efficacité)
* **De Beers — “A Diamond Is Forever”**: a fixé le diamant comme symbole social d’engagement durable. ([De Beers Group][1])
* **Volkswagen — “Think Small”**: humilité stratégique; renversement du défaut en intelligence. ([위키백과][2])
* **Avis — “We Try Harder”**: positionnement “n°2” transformé en promesse opérationnelle crédible. ([위키백과][3])
* **M&M’s — “Melts in your mouth…”**: bénéfice fonctionnel formulé en contraste mémorisable. ([위키백과][4])
* **Hallmark — “When you care enough…”**: l’achat devient preuve d’attention et de qualité. ([Entrepreneur][5])
* **Coca-Cola — “I’d Like to Buy the World a Coke”**: marque liée à une émotion collective (1971). ([coca-colacompany.com][6])
* **L’Oréal — “Because I’m/You’re Worth It”**: autorisation morale d’acheter au nom de la valeur de soi. ([Creative Review][17])
* **Nike — “Just Do It”**: injonction d’action universelle, extrêmement portable. ([Creative Review][8])
* **Got Milk?**: question qui met en scène le manque; mémorisation par participation mentale. ([위키백과][9])
* **MasterCard — “Priceless”**: valeur intangible vs coût; structure réutilisable à l’infini. ([위키백과][10])
* **Apple — “Think different”**: repositionnement identitaire (tribu créative) plutôt que produit. ([위키백과][11])
* **McDonald’s — “i’m lovin’ it”**: slogan émotionnel global lancé en 2003. ([News Release Archive][12])
* **Wendy’s — “Where’s the beef?”**: attaque “substance vs apparence” devenue expression culturelle. ([Southern Living][13])
* **Las Vegas — “What happens here, stays here”**: promesse de liberté discrète; repositionnement destination. ([월스트리트저널][14])
* **Marines — “The Few. The Proud. The Marines.”**: rareté + prestige + appartenance. ([Marine Corps Times][15])
* **BMW — “The Ultimate Driving Machine”**: verrouille la marque sur l’expérience de conduite (1974). ([BMW Group PressClub][16])
[1]: https://www.debeersgroup.com/news-insights/business-market/archive/forevermark-to-relaunch--a-diamond-is-forever?utm_source=chatgpt.com "Forevermark to relaunch 'a diamond is forever'"
[2]: https://en.wikipedia.org/wiki/Think_Small?utm_source=chatgpt.com "Think Small"
[3]: https://en.wikipedia.org/wiki/Avis_Car_Rental?utm_source=chatgpt.com "Avis Car Rental"
[4]: https://en.wikipedia.org/wiki/M%26M%27s?utm_source=chatgpt.com "M&M's"
[5]: https://www.entrepreneur.com/growing-a-business/joyce-clyde-hall/197552?utm_source=chatgpt.com "Joyce Clyde Hall"
[6]: https://www.coca-colacompany.com/about-us/history/id-like-to-buy-the-world-a-coke?utm_source=chatgpt.com "I'd Like to Buy the World a Coke"
[7]: https://www.lorealparisusa.com/because-youre-worth-it?utm_source=chatgpt.com "Because You're Worth It - L'Oréal Paris"
[8]: https://www.creativereview.co.uk/just-do-it-slogan/?utm_source=chatgpt.com "The history of Nike's Just Do It slogan"
[9]: https://en.wikipedia.org/wiki/Got_Milk%3F?utm_source=chatgpt.com "Got Milk?"
[10]: https://en.wikipedia.org/wiki/Priceless_%28advertising_campaign%29?utm_source=chatgpt.com "Priceless (advertising campaign)"
[11]: https://en.wikipedia.org/wiki/Think_different?utm_source=chatgpt.com "Think different"
[12]: https://mcdonalds.mediaroom.com/2003-09-23-McDonalds-USA-Launches-im-lovin-it-Brand-Campaign?utm_source=chatgpt.com "McDonald's® USA Launches 'i'm lovin' it™' Brand Campaign"
[13]: https://www.southernliving.com/wendys-free-cheeseburgers-8563943?utm_source=chatgpt.com "How To Get Free Cheeseburgers At Wendy's This Week"
[14]: https://www.wsj.com/business/hospitality/rossi-ralenkotter-las-vegas-tourism-6bede9bc?utm_source=chatgpt.com "Rossi Ralenkotter, Who Redefined How Las Vegas Sold Itself to Tourists, Dies at 78"
[15]: https://www.marinecorpstimes.com/news/your-marine-corps/2016/09/26/marine-corps-may-replace-the-few-the-proud-as-its-recruiting-slogan/?utm_source=chatgpt.com "Marine Corps may replace 'The Few, The Proud' as its ..."
[16]: https://www.press.bmwgroup.com/usa/article/detail/T0447993EN_US/chapter-6%3A-%E2%80%9Cthe-ultimate-ad-slogan%3A-bmw-becomes-the-ultimate-driving-machine%E2%80%9D?language=en_US&utm_source=chatgpt.com "BMW becomes the Ultimate Driving Machine"
[17]: https://www.creativereview.co.uk/because-im-worth-it-loreal/?utm_source=chatgpt.com "Because I'm Worth It - How L'Oreal's logo was coined"