Death of the tagline, may it rest it peace
"Things go better with _________."
"You're in good hands with ___________."
"Don't squeeze the ____________."
"Is it live, or is it _______________."
"Every kiss begins with __________."
Did you get all five? If so, I'm guessing you're over 30, or else just watched a lot of television growing up. Those are all slogans that some copywriter on Madison Ave. got paid lots of money to compose. Trouble is, advertising slogans, taglines or brand "mantras," as Guy Kawasaki likes to call them, are going the way of the albatross.
At least that's the judgment of many advertising agency execs theses days, says T. L. Stanley in a Nov. 26 article on Brandweek.com.
The reasons given include..."ever-splintering consumer demographics," the "proliferation of channels for marketers to speak to consumers," and the tendency for them to be "watered down" lacking emotion.
Recently, as I'm sure you're well aware, famed Charmin spokesperson Dick Wilson passed away. From 1964 until 1985, he played the lovable but somewhat cantankerous George Whipple, a store owner obsessed with barring customers from "squeezing the Charmin." Both the character and the slogan became pop culture icons.
It certainly helped brand Charmin as the toilet paper of choice, at least for me. To this day, every time I go to the grocery store, walk down the paper goods aisle and happen to see the Charmin section, I think of it as the good stuff. Dick Wilson had something to do with that, as did that slogan.
Perhaps it's not mere coincidence that just a week after the herald of one of most America's endearing slogans passes away, an obituary is said over the very thing that made him famous.
If that's the case, I guess Nike will no longer "Just do it," the Energizer bunny will no longer just keep "going, and going, and going," and Hellman's mayonnaise won't be bringing "out the best" anytime soon. What do you think?
BTW, one of my favorite all-time advertising slogans is, "Where's the beef?!" Remember that one from the 1970s Wendy's commercial? What's yours? Feel free to share it with the rest of us by leaving a comment.
Ning: Paul Chaney
StumbleUpon: pchaney
For me, it's a toss-up between "Where's the beef?" and the Taco Bell chihuahua's "Yo quiero Taco Bell" commercial where he was saying "here... lizard, lizard, lizard" then saw Godzilla and ended with "I think I need a bigger box".
Personally, I doubt taglines will go away.
Posted by: Leanne Paynter | December 06, 2007 at 08:29 PM
Gosh, your post made me smile and brought back so many memories. Just what those ad execs wanted, I bet.
I, too, think of Charmin as the "good stuff" but I'll reach for Northern if it's on sale 'cause those ladies sure know how to quilt the softness in.
I never pass a Maytag appliance that I don't wonder what the Maytag man is doing.
Love the Taco Bell chihuahua, but for me the toss-up is "My bologna has a first name ..." and the Pace chuckwagon, "New York City!? Get a rope."
Posted by: Lisa | December 07, 2007 at 10:40 AM
I think properly developed and positioned tag lines work wonders in telling a story, especially if the service or product isn't immediately obvious.
Heres ours.
"Global Exposure. Local Results."
I've developed many a tag line over the years, I can't think of an instance where the client didn't think it was a good idea.
PC, I can't believe I am just now reading this blog. Good stuff. I will blog roll it today. Hope all is well. Cheers.MP
Posted by: Michael Price | December 10, 2007 at 04:03 PM