NEW YORK - AUGUST 4: Actor John O'Hurley unveils new M&M's made for adults in Grand Central Terminal's Vanderbilt Hall August 4, 2005 in New York City. The new Mega M&M's are 55 percent bigger then the original M&M's. (Photo by Paul Hawthorne/Getty Images)

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Did you ever, “Wish you were an Oscar Meyer Winner?” Do you confirm you are, “Flying the Friendly Skies,” whenever you fly?

Remember Clara Peller?

You many not recognize the name Clara Peller but you probably remember her famous phrase, “Where’s the Beef?”

Politicians used it excessively, as did many an ex-wife about her ex-husband. It fit any situation where the “meat” of the matter was missing. It became a part of our national language.

Fill In The Blank

Can you fill in the blank?

“Winston tastes good … _____________?” While that slogan has not been used for nearly 40 years most people can fill in that blank with the words, “Like a Cigarette Should.”

The Science of Slogans

“Like a good neighbor — State Farm is there!” That phrase may not be something we all say around the water cooler but there are some that are very popular at the business watering hole.

“What day is it?” asks the camel roaming around the office. Hump Day Wednesday of course.

The idea is to come up with some kind of repeatable phrase that will jump out of the radio, or off your TV screen, and enter the American lexicon.

Some more notable and memorable slogans are:

  • “A Diamond is Forever,” DeBeers diamonds
  • “Just Do It!” Nike
  • “Got Milk?” for the California Milk Processor Board
  • “Great Taste; Less Filling” Miller Light Beer done by every “retired” athlete.
  • “Don’t Leave Home Without It,” American Express Card
  • “Melts in Your Mouth; Not in Your Hand” M&M Candies

Some Final Thoughts

It’s amazing how advertising experts can work their product name into our daily lives. They say something once — we repeat it a thousand times.

I think I should get paid every time I use some ad slogan. Surely some sort of royalty or commission for perpetuating the brand name seems in order.

Not holding my breath.

 “I wear English Leather or I wear nothing at all.” I guess it’s a good thing I’m on radio.

What are some of your favorite slogans either current or from yesteryear?

"Can you hear me now?" "Can You Hear Me Now?" "Can you Hear Me Now?"

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