• Iconic slogans we love them...what's your favourite

    Iconic slogans we love them...what's your favourite

    Lipsmackin' thirstquenchin' acetastin' motivatin' goodbuzzin' cooltalkin' highwalkin' fastlivin' evergivin' coolfizzin' Pepsi Read More
    Iconic slogans we love them...what's your favourite MJ Bird's 60 years campaign Rebrand for Virginia House New website for LPC Why social media matters more than ever to hospitality marketing Photography and Art Direction for M J Bird & Son LPC rebrand MJ Bird's Summer Sale Campaign Is Advertising a fun business? Case Study in successful omni-channel marketing for Virginia House Four Important and Often Ignored Principles for Brand Building New website for Lancaster The World's favourite colour Photo Shoot with Art Direction for Virginia House Photo Shoot with Art Direction for Lancaster City Council Cannes Lions Festival Winners A manifesto for the creative industries UK adults will spend almost 1 hour a day watching digital videos this year What brands can learn from the Share a Coke campaign. Trends in modern food photography The science of creativity in advertising Rebranding artisan producer Pennine Way Preserves. Celebrating 60 years of family and furniture Transforming London's Poshest Grocer Better with Jam pips other agencies to the post with client wins Branding for International Youth Games Spreading the QSF love. Gail hands out the facts! Defining brand storytelling using the hero’s journey What exactly is The Big Idea? Did Pepsi get it wrong? Another busy day in the studio! 2017 could prove an outstanding year for discovery and innovation! The AI industry is set to grow 300 per cent in 2017! What do we mean by the word brand? Successful partnerships just work...don't they? Answers to questions we are often asked... Find about what makes us tick...our ethos! What is the future for augmented reality? What's different about a Brand Focused Marketing Agency? We believe in having fun at work! It's great when there is mutual respect and admiration Google's got tired of people trying to scam them! Brand Refresh for Quite Simply French Branding an Accountant...do the numbers stack up? Trends for 2017 - the rise of biometric identification technology. What brands were called...before they were famous! Apple voted 'coolest' brand for fifth year in a row
  • MJ Bird's 60 years campaign

    Six decades later, and after several generations of the Bird family, they’re still here and still a favourite for people looking for leading furniture brands, style, quality and value at a great price. Read More
  • Rebrand for Virginia House

    Rebrand for Virginia House

    Virginia House asked to rebrand them as a fine dining Restaurant with a Gin Parlour and Rooms to match their award winning aspirations. Read More
  • New website for LPC

    To stay ahead of the competition and standing out from the crowd. Our brief from LPC. Ten minutes after the site launched they had a sale. Read More
  • Why social media matters more than ever to hospitality marketing

    Why social media matters more than ever to hospitality marketing

    Social media also comes with another vital USP. It gives the brand the chance to reach out directly to consumers and offers a platform for reputation management if any complaints are launched. It’s a more intimate and personal direct channel for brands to interact with consumers Read More
  • Photography and Art Direction for M J Bird & Son

    Photography and Art Direction for M J Bird & Son

    Jaw-dropping photos for your favourite brands all look so effortless don't they? But as every Art Director knows, there’s a lot of hard work that goes on behind the scenes to make those beautiful images happen. Read More
  • LPC rebrand

    LPC rebrand

    “I chose Better with Jam because the company has a wealth of talent that is unequalled in any other agencies locally. Having worked with the company before, I knew that Janie and her team would offer the right insights and direction to help us future-proof our brand." Read More
  • MJ Bird's Summer Sale Campaign

    MJ Bird's Summer Sale Campaign

    MJ Bird's omni-channel summer sale features striking colours and images to grab customers attention both online and offline. Read More
  • Is Advertising a fun business?

    Is Advertising a fun business?

    Fun diffuses difficult situations. Fun breeds creativity. Fun opens up and creates strong partnerships. Fun fuels productivity. So if you think you don’t have time to have fun at work…the truth is you don’t have time not to. Read More
  • Case Study in successful omni-channel marketing for Virginia House

    Case Study in successful omni-channel marketing for Virginia House

    How we ran a successful marketing campaign to drive restaurant sales and take Virginia House to number one on Trip Advisor. Read More
  • Four Important and Often Ignored Principles for Brand Building

    Four Important and Often Ignored Principles for Brand Building

    Brands are really just a big pile of Legos waiting to be put together into something great. Good brand building means understanding the larger vision of what you want to make and what you want your customers to see. Read More
  • New website for Lancaster

    New website for Lancaster

    We've been working with Lancaster City Council since 2015 when we rebranded the Light up Lancaster event, designed and built the new website. We beat 8 other agencies to win the account. And, now we're really proud to announce that after a brand photo shoot we have designed and built Lancaster's very own visitor website. Read More
  • The World's favourite colour

    The World's favourite colour

    The results are in: world's favourite colour revealed - but is it green or blue? Read More
  • Photo Shoot with Art Direction for Virginia House

    Photo Shoot with Art Direction for Virginia House

    Lighting, mood, style of shot all help to create a ‘feel’ for the brand, influencing perception and helping it become a living, breathing entity. It’s what we in the know call Art Direction – best summed up as clever concepts and tailored visual style that make your brand uniquely identifiable Read More
  • Photo Shoot with Art Direction for Lancaster City Council

    Photo Shoot with Art Direction for Lancaster City Council

    The Art Director and Photographer have a joint vision of how the photography needs to be to communicate the brand effectively. Read More
  • Cannes Lions Festival Winners

    Cannes Lions Festival Winners

    There was less of that this year – tech of course featured in projects, but ideas were awarded over gimmickry. Read More
  • A manifesto for the creative industries

    A manifesto for the creative industries

    Creative Industries Federation has today published a manifesto urging leaders to take action to support and protect the creative sector. Read More
  • UK adults will spend almost 1 hour a day watching digital videos this year

    UK adults will spend almost 1 hour a day watching digital videos this year

    Digital video is gaining ground in the UK, with Brits poised to spend an average of 53 minutes a day watching clips online in 2017 Read More
  • What brands can learn from the Share a Coke campaign.

    What brands can learn from the Share a Coke campaign.

    Summer 2013 saw Coca-Cola replace its iconic branding with 150 of the UK’s most popular names for its multimedia Share a Coke campaign, which produced some impressive results. But just what can other brands learn from it? Read More
  • Trends in modern food photography

    Trends in modern food photography

    Food photographers are no longer taking a documentary approach to their work but are creating exciting new trends and styles that are sought out by magazines around the world. We art direct all our photography and have a particular expertise in food. Read More
  • The science of creativity in advertising

    The science of creativity in advertising

    Some people believe that advertising creativity and science are like oil and water. It’s understandable – after all, if creativity is a scientific process, then one would have to believe that equations instead of people would formulate every song, every work of art, and every photograph Read More
  • Rebranding artisan producer Pennine Way Preserves.

    Rebranding artisan producer Pennine Way Preserves.

    We’re passionate about working with artisan producers, brands with great stories, that’s why Pennine Way Preserves was a perfect fit for us. It feels great to know that we've played a role in making the brand future-proof for the next 50 years Read More
  • Celebrating 60 years of family and furniture

    Celebrating 60 years of family and furniture

    Six decades later, and after several generations of the Bird family, they are still a favourite for people looking for leading furniture and quality flooring and carpet brands. Not to mention style, quality and value. For MJ Bird & Son it’s quite simply all about family and furniture. Read More
  • Transforming London's Poshest Grocer

    Transforming London's Poshest Grocer

    A brand lesson in not taking any thing for granted and resting on your laurels. Fortnum & Mason in London is 310 years old. A heritage of this kind is a wonderful thing: proof that a brand can survive the constant buffeting winds of change to remain relevant for generation after generation. But longevity can also be dangerous. Read More
  • Better with Jam pips other agencies to the post with client wins

    Better with Jam pips other agencies to the post with client wins

    We have ambitious plans for the year ahead, and will be using our experience and success from the last couple of years to catapult us even further ahead in the industry. The Better with Jam team has over 75 years of experience working with big brands such as Thus PLC, MTV, Channel 5, Capital Radio, EMAP, Channel 4, Endemol, Thomas Cook, Vodafone, Jet2.com, Mars Drinks, HSBC, AXA, Keep Britain Tidy and Fox’s Biscuits. Read More
  • Branding for International Youth Games

    Branding for International Youth Games

    We are committed to supporting our local community and especially young people so we really wanted to help. When we heard about the heritage of the games, and how much it has benefited the youngsters taking part, we knew it was a pro=bono project for us. Read More
  • Spreading the QSF love.

    Spreading the QSF love.

    We're currently running a very cool campaign for Quite Simply French. WE LOVE QSF pays homage to their customers and all the lovely things they say about Lancaster's top restaurant. Read More
  • Gail hands out the facts!

    Gail hands out the facts!

    Direct Mail still offers one of the most consistently effective forms of advertising. It is highly targeted and cost effective. Read More
  • Defining brand storytelling using the hero’s journey

    Defining brand storytelling using the hero’s journey

    Done right, brand storytelling is indispensable as a framework for telling authentic messages in a way that resonates with the consumer. Read More
  • What exactly is The Big Idea?

    What exactly is The Big Idea?

    A big idea must resonate, be disruptive, have talk value, transcend cultural and geographic boundaries and stretch the brand without straining credibility or believability Read More
  • Did Pepsi get it wrong?

    Did Pepsi get it wrong?

    If brands really want us to ‘join the conversation’, they need to show that they actually understand what it is that people are already talking about Read More
  • Another busy day in the studio!

    Another busy day in the studio!

    “Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, the just saw something. It seemed obvious to them after a while.” Steve Jobs Read More
  • 2017 could prove an outstanding year for discovery and innovation!

    2017 could prove an outstanding year for discovery and innovation!

    There are, however, hints that 2017 could prove an outstanding year for discovery and innovation. Read More
  • The AI industry is set to grow 300 per cent in 2017!

    The AI industry is set to grow 300 per cent in 2017!

    It could be when AI comes of age: the power behind everything from intelligent toasters that know when we would like breakfast to machines that can pinpoint disease with more accuracy than doctors Read More
  • What do we mean by the word brand?

    What do we mean by the word brand?

    A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another. ... But your brand is a story, a set of emotions and expectations and a stand-in for how we think and feel about what you do. Read More
  • Successful partnerships just work...don't they?

    Successful partnerships just work...don't they?

    "Holy strawberries Batman! We're in a jam!" "Don't worry Robin teamwork makes the dream work." Read More
  • Answers to questions we are often asked...

    Answers to questions we are often asked...

    The bottom line is that the branding process must be viewed as an investment — it’s the design of your company. Compared to the cost of implementation, designing the brand is a bargain. Read More
  • Find about what makes us tick...our ethos!

    Find about what makes us tick...our ethos!

    99% of successes come from failures. One of the great things about being willing to try new things and make mistakes is that making mistakes keeps you humble. People who are humble learn more than people who are arrogant. Happiness is our business model Read More
  • What is the future for augmented reality?

    What is the future for augmented reality?

    If the breathless press releases are to be believed, 2016 has been the year of virtual reality – a discarded technology that, thanks to the revolution in low-cost components heralded by smartphones, is currently enjoying a lavish revival. Read More
  • What's different about a Brand Focused Marketing Agency?

    What's different about a Brand Focused Marketing Agency?

    Simply, that we'll get under the skin of your brand or company to create the right strategy for you with the right creative and media choices – on and offline. Read More
  • We believe in having fun at work!

    We believe in having fun at work!

    Imagine waking up each morning looking forward to the fun that you’re going to have at work that day! ... Read More
  • It's great when there is mutual respect and admiration

    It's great when there is mutual respect and admiration

    If you’re looking for an agency with passion and creativity then Better with Jam is the perfect partner Read More
  • Google's got tired of people trying to scam them!

    Google's got tired of people trying to scam them!

    In the quest for rankings, SEO and SEM professionals have been messing with the system for years. King Google finally got fed up and summoned their soldiers to restore order. Read More
  • Brand Refresh for Quite Simply French

    Brand Refresh for Quite Simply French

    We are Quite Simply French's brand guardians and brand managers working on content creation, social media management, email marketing, media, advertising and events Read More
  • Branding an Accountant...do the numbers stack up?

    Branding an Accountant...do the numbers stack up?

    "Better with Jam really do deliver on all their promises. They dug deep to understand my objectives and my business and then created a brand that stands out from the crowd. And that's not an easy thing to do in my industry" Andrew Alli Read More
  • Trends for 2017 - the rise of biometric identification technology.

    Trends for 2017 - the rise of biometric identification technology.

    Imagine walking into a pub and putting your finger into a vein scanner. Instantly, the terminal knows what your favourite drink is, orders it and then takes payment from your credit card Read More
  • What brands were called...before they were famous!

    What brands were called...before they were famous!

    Google-once was Backrub. Can you imagine a world without Google? Read More
  • Apple voted 'coolest' brand for fifth year in a row

    Apple voted 'coolest' brand for fifth year in a row

    Apple has kept its cool for the fifth year in a row, coming out on top of the CoolBrands survey even in the face of growing competition from the likes of Airbnb, Netflix, Instagram and Spotify. Despite the outrage over Apple's wireless EarPods and allegations from employees that the company culture is toxic, the brand has once again been voted as the the coolest on offer by UK shoppers and trendsetters. Read More
Archive

John Hegarty, BBH

1. Liberté, egalité, fraternité: three words that encapsulated the ambitions of the French Revolution that changed Europe forever. They still appear over every town hall in France to this day.
2. I Love NY: Copied, parodied and emulated, but still the best slogan that got New York back on its feet in the 70s.
3. It is, are you: The launch of The Independent in the mid-80s challenged people to think for themselves. It also challenged the rest of Fleet Street.
4. Refreshes the parts other beers cannot reach: Longer than most slogans, it still caught the public’s imagination. It first appeared in 1974 but still gets quoted today.
5. The future’s bright, the future’s Orange: In the fast-moving, uncertain world of technology, Orange captured the public’s hesitancy and turned it to their advantage, branding themselves the future.

David Lubars, BBDO New York

1. Just do it: Nike
2. Drivers wanted: Volkswagen
3. Where’s the beef: Wendy’s
4. Melts in your mouth not your hand: M&Ms
5. I Love NY
6. Be all you can be: US Army

Margaret Johnson, Goodby, Sliverstein & Partners

1. The Ultimate Driving Machine: BMW. It’s got teeth. And it makes me feel confident that even after spending $60K on a car, I made a smart choice.
2. I want my MTV: I always sing it rather than say it, which is perfect, considering the category.
3. Reassuringly expensive: Stella Artois. You would expect to hear this line over a super high-end luxury item. So, for a beer, it’s funny. And makes me willing to spend a few cents more.
4. All the news that’s fit to print: New York Times. No bullshit. Tells me that what’s in here is worth reading – and if it’s not in the Times, it’s probably not worth my time.
5. I Love New York: So simple. You don’t even need to speak English to get it.

Wally Olins, Saffron

1. Refreshes the parts other beers cannot reach: Heineken
2. Dig for victory
3. Careless talk costs lives
4. Britons make it, it makes Britons: Welgar Shredded Wheat
5. We’re getting there: British Rail. Created by Saatchi in the 1980s when British Rail was clearly getting nowhere at all.

Naresh Ramchandani, Pentagram

1. My favourite advertising slogan: Does exactly what it says on the tin, Ronseal. It’s exactly the type of slogan that advertising should not have produced. Advertising does hype; this line for Ronseal gave us stripped-down functionality; advertising does finely-honed hysteria, this line gave us a grumpy clumpy statement of fact. Maybe its unadvertising nature is why this slogan has been able to pass through into everyday culture like no advertising phrase before it or since. It’s also sold a few tins of wood varnish along the way.
2. My favourite anti-consumption slogan: My other car’s a Porsche. Littering car bumpers throughout the 1980s, this was a perfect example of slogan as subversion. Subtext: ‘even though I’ve got no money and a crappy car, the fact that I’ve also got some wit makes me smarter than a banker with a million pounds and a flashy motor’. Better still, Porsche owners thought it was a compliment. As we accelerate into an age where overconsumption is crippling our economies and our climate, we need a few more bumper stickers like this one.
3. My favourite revolutionary slogan: Peace, Land, Bread. Lenin’s October Revolution slogan was firmly in the school of three word manifestos separated by commas, but unlike the high-minded ‘Altius, Citius, Fortius’ and ‘Liberté, Egalité, Fraternité,’ ‘Peace, Land and Bread’ was both soaringly idealistic and magnificently modest. ‘All we want is to avoid being in wars we don’t understand, a little patch of land to live on and some food on our table.’ Proletarian perfection. Sign me up.
4. My favourite violent slogan: An eye for an eye. A beautifully simple set of words that takes the violent notion of revenge and presents it as animal, primal, moral and powerful. So powerful in fact that Gandhi felt the need to neuter it by adding a second half, ‘an eye for an eye makes the whole world blind.’ Gandhi wasn’t technically correct because an eye for an eye only makes the world half-blind, and the violent version remains a more powerful phrase than its non-violent remix and shows just how dangerous words can be.
5. My favourite non-violent slogan: Make love not war. This slogan was never going to change anyone’s mind. If you were a warmonger who thought that any weirdness in the world had to be obliterated, a bunch of hippies telling you to make love instead was only going to make you pull the trigger faster. But as a four-word word-four syllable articulation of a belief system that puts humanism before suspicion, ‘Make Love Not War’ was fabulous phrasemaking. At Karmarama we riffed on it for our ‘Make Tea Not War’ placards but the original was the world’s best T-shirt slogan for as long as those T-shirts stayed on.

Rory Sutherland, Ogilvy

1. Reassuringly expensive: Stella Artois. A brilliant defence of a price premium, and a superb psychological insight into the nature of a ‘Veblen Good’ – i.e an item with negative price elasticity.
2. Noone ever got fired for buying IBM. A great understanding of loss aversion, and its even greater role in B2B decisions.
3. No-one likes us, we don’t care: Millwall FC. An unbeatable example for a challenger brand.
4. How else can a month’s salary last a lifetime?: De Beers. Brilliant price-framing line.
5. Campaign for Real Beauty: Dove. Elevating a brand into a philosophy.

Nils Leonard, Grey Advertising

1. I love NY
2. Just do it: Nike.
3. WHAASSSSUUUUUUUUUP: Budweiser.
4. Hello Boys: Wonderbra
5. I’ll be back.

Steve Henry

1. Labour isn’t working: the ultimate advertising line. Slick hypocrisy honed to a fine art.
2. Does exactly what it says on the tin: Ronseal. An anti-advertising line that’s used every single day.
3. Keep calm and carry on: The only way to stay sane while working in advertising. Timeless wisdom.
4. We’re number 2, we try harder: Avis. The cleverest line ever written in advertising. Turned the client’s biggest weakness into their biggest strength.
5. Lipsmackin’ thirstquenchin’ acetastin’ motivatin’ goodbuzzin’ cooltalkin’ highwalkin’ fastlivin’ evergivin’ coolfizzin’ Pepsi: Another great ad line. How to say nothing, unforgettably.

Stephen Butler, Mother

1. Obey, by Shepard Fairey. In a world dominated by the commercial slogan, Fairey reclaimed the streets from the corporates and gave it back to the people. It said they were ours whilst creating a lasting image of alarm, a benign 20th century big Buddha. A warning against the very slogans it lived amongst, the lone guerrilla fighter amongst the organised commercial armies that occupied our cities.
2. Better dead then Red. Has national propaganda ever delivered a more chilling warning against succumbing to an alien force? A slogan where the word ‘RED’ conjures an all enveloping image of menace with death, the David-like spit in the face to this colourful Goliath. Rhyme is the master of success.
3. Snap! Crackle! Pop!: Rice Crispies. Says it like it is. Those small creamy puffs of baked rice playing out a symphony to a child’s imagination. Before one would take a mouthful one would stare into the bowl taking in this sonic slogan, impressed with a smile, permanent. Iconic.
4. I’d walk a mile for a Camel. Only the Marlboro cowboy could challenge the image of the Camel man that this slogan endowed with a sense of adventure. The crushed packet and everlasting icon of the last of the khaki shirted frontiers. It has gone the distance. Timeless.
5. And finally, one that sold neither a product, a politician nor a religion, but perhaps a generation. Cinema’s greatest slogan delivered to a time that would become eternal in the pantheon of capitalism. Gordon Gekko’s seminal ‘Greed is good’. Enough said!

Russell Ramsey, JWT London

1. Vorsprung Durch Technik: Audi. Nobody knows what it actually means but it gave a mid-range car brand attitude and personality.
2. Have a Break, Have a KitKat: Been around for over 70 years. An endline that most of its competitors would kill for and many have imitated.
3. Heineken refreshes the parts other beers cannot reach: Far too long but the definitive cause and effect endline. Brought to life by some legendary advertising.
4. A Diamond is forever: De Beers. True and born out of the product. Makes any other gift seem inadequate.
5. Marmite. You either love it or you hate it: Brave positioning to say half the population hates your product but turned Marmite into an icon.

Mark Bernath, Wieden + Kennedy Amsterdam

Probably the hardest thing to come up with is a good slogan. That’s why
there aren’t that many that are great. I tend to prefer ones that are
words you can live by. Just do it. Tough to beat that one. Think
different. Never stop exploring. Stay curious. They all keep you from
getting lazy. And have value beyond merely trying to sell you something.
Oddly enough the one that I can’t ever get out of my head has nothing to
do with any of this. It comes from Crazy People, the hilarious movie
about advertising where a guy’s career thrives once he is in a mental
institution and begins collaborating with the other patients. For the
Paramount Pictures release The Freak, they penned this winner: ‘The
Freak. This movie won’t just scare you, it will fuck you up for life.’
That’s a pretty good one.

Olivier Altmann, Publicis

1. Make love, not war: A slogan from the 1960s that was used against the Vietnam War and then later adopted by John Lennon and Bob Marley.
The author of the slogan is unknown, I believe, however the message is still in use today.
2. Just do it: Nike. A slogan that truly embodies Nike’s values and one which they returned to after having changed to ‘Play’. Even Adidas had to follow their lead; ‘Impossible is Nothing’ also celebrates the idea of going beyond our own limits.
3. Have a break. Have a Kit Kat: When the name and distinctiveness of the product are so well integrated into the slogan it is easy to understand why the brand doesn’t change it. I miss the era of ‘Heineken refreshes the part…’, ‘Happiness is a mild cigar’, because these taglines were, above all, concepts that allowed for brands to be built over the long term, instead of changing everything every time there was new marketing management. Sometimes it is more courageous not to change whatever was created by the predecessor and to just reinvent it.
4. Think different: With the passing of Steve Jobs, we can no longer cite this slogan which embodies as much the founder’s motto as that of the products, but above all the Apple community. Another strength of the English language is its ability to deliver impactful concepts in just a few words, understood all over the world. English is the Esperanto of the modern world.
5. Vorsprung Durch Technik: Audi. A perfect counterexample to US claims. You do not have to understand German to understand that Audi is German and serious. A display of boldness from BBH and Audi, so much so that some years later VW now signs ‘Das Auto’…
6. As a Frenchman, I’m adding a sixth: Liberté, Egalité, Fraternité (Freedom, Equality, Brotherhood). A slogan that can be seen on most official French buildings and which still reflects our national ideas. Although French people, contrary to what people may believe, are not patriotic at heart, these few words unite them each time there is a threat to the Republic.

Mark Denton, Coy

1. Go to work on an egg: Egg Marketing Board
2. Drinka Pinta Milka Day: The National Dairy Council
3. Beanz Meanz Heinz
4. Nice one Cyril: Wonderloaf
5. Lipsmackin’ thirstquenchin’ acetastin’ motivatin’ goodbuzzin’ cooltalkin’
highwalkin’ fastlivin’ evergivin’ coolfizzin’ Pepsi

Chris Davenport, Interbrand

1. You either love it or you hate it: Marmite. How brave, honest and clever to make a virtue of your polarising properties. Too many brands want everyone to love them and end up being rather insipid. This line has real punch and flavour, shunning half the market, and leading the brand name being used as shorthand for anything that inspires strong but opposite reactions. I love it.
2. The world’s local bank: HSBC. While big business pondered the question ‘How do we do this global-local thing?’, HSBC realised the answer was in the question: ‘We do this global-local thing.’ The simple ideas are often the best.
3. It’s not for girls: Yorkie. The chunky chocolate choice of the discerning trucker, this line is another example of the power of shunning half the market. I love how un-PC this was, and amidst the controversy, I’m sure Nestlé loved how it goaded a massive uplift in sales. It’s rumoured some of them were in fact girls.
4. Every little helps: Tesco. This will no doubt be a popular one. In three simple words, it sums up their positioning as customer champion in an ageless but everyday cry of progress. The mutation of the line into ‘Every litre helps’ in response to mounting fuel prices was two strokes of brilliance. Please can we see ‘Merry little elves’ come Christmastime?
5. Good things come to those who wait: Guinness. This anticipatory line is almost prophetically authoritative when consistently combined with the expectation-building ceremonies of the iconic drink. I love its dramatic tension, its unhurried length, and its unfashionable message of patience. Cheers.

Stéphane Xiberras, BETC Euro RSCG Paris

1. L’eau l’air la vie (Water, air, life): Perrier
2. T’es moche mais qu’est ce que tu bosses (You’re ugly but you sure work hard): Jex sponges
3. L’eau que vous buvez est aussi importante que l’air que vous respirez (The water you drink is as important as the air you breathe): Evian
4. Il faudrait être fou pour dépenser plus (You would to be mad to spend more): Eram shoes
5. Vous n’imaginez pas tout ce que Citroën peut faire pour vous (You can’t imagine everything that Citroën can do for you)
6. 100% des gagnants ont tenté leur chance (100% of the winners tried their luck): Loto

Nick Asbury, Asbury & Asbury

1. Every little helps: Tesco. I put this ahead of the others because it’s not just an advertising endline – it’s also a proper brand positioning. This is the comment I left on the original CR post: “For me, the best strapline ever is also arguably the most evil: Tesco’s ‘Every little helps’. It’s clever because it’s rooted in folk wisdom – a saying that has been passed down through generations. Exactly the kind of thing your grandma used to say. So it carries the everyday authority of a proverb. It’s tonally appropriate – conversational and impossible to misunderstand (unlike John Lewis’s mind-bending ‘Never knowingly undersold’). It’s strategically spot-on, because it taps into the customer’s mindset, and also works as a brilliant internal motivator. It’s about the tiny things that add up to a big difference – the penny cheaper on the baked beans, or the penny off the price you get from a supplier. Multiply tiny differences by something as big as Tesco and you have world domination. And that’s the evil bit. The line is a classic example of verbal misdirection. ‘Little’ ought to be the last word you associate with Tesco. You should think of them as a multinational giant crushing everything in its path. But instead they plant that word in your head, with all the folksy charm it implies. I don’t like it, but I admire it very much.”
2. Beanz Meanz Heinz. The classic brief – associate our name with the generic product. The prosaic answer would be ‘Think beans. Think Heinz.’ This is the poetic answer – a brilliant piece of wordplay rooted in the brand name.
3. Does exactly what it says on the tin: Ronseal. Created a new idiom that will probably survive in the language long after Ronseal has gone. It’s a kind of anti-strapline – no wordplay, no clever twist, and a message so obvious it shouldn’t need saying, why wouldn’t it do what it says on the tin? But the hyper-clarity is perfect for the bewildering world of DIY.
4. Snap! Crackle! Pop!: Rice Crispies. The definitive example of a strapline driving an entire brand. Like many great lines, it wasn’t conceived as a strapline it was part of a radio ad that got picked up and developed into a series of characters that are still used today. Interestingly, the product makes a different sound in other countries: Pif! Paf! Puf! (Denmark), Cric! Crac! Croc! (France), Knisper! Knasper! Knusper! (Germany), Pim! Pum! Pam! (Mexico).
5. Probably the best lager in the world: Carlsberg. A classic example of a brand taking ownership of a word. Look up ‘Probably’ in a dictionary and you half-expect a TM to appear next to it. It’s even better because Orson Welles voiced the original TV ads – the greatest voice reading one of the greatest lines. They don’t make them like that any more. (They make ‘That calls for a Carlsberg.’)