The Advertising Century

Ad Age Advertising Century: Top 10 Slogans

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An unforgettable phrase that perfectly encapsulates a brand promise is the basis of many a successful campaign. Once found, a slogan can define a brand for decades. Here are the top 10 slogans for the 20th Century, as well as another five that Ad Age just couldn't leave out.


  1. "Diamonds are forever" - DeBeers
  2. "Just do it" - Nike
  3. "The pause that refreshes" - Coca-Cola
  4. "Tastes great, less filling" - Miller Lite
  5. "We try harder" - Avis
  6. "Good to the last drop" - Maxwell House
  7. "Breakfast of champions" - Wheaties
  8. "Does she ... or doesn't she?" - Clairol
  9. "When it rains, it pours" - Morton Salt
  10. "Where's the beef?" - Wendy's

Honorable mentions

  • "Look Ma, no cavities!" - Crest toothpaste
  • "Let your fingers do the walking" - Yellow Pages
  • "Loose lips sink ships" - public service
  • "M&Ms melt in your mouth, not in your hand" - M&M candies
  • "We bring good things to life" - General Electric

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