David Jones has had a year to forget – will a new slogan do the trick?
Fresh from contested comments that the carbon tax is partly to blame for this month’s profit downgrade, the upmarket retailer is set to scrap the long-standing "There’s no other store like David Jones" line in favour of "Was. Is. Always David Jones".
Here at SmartCompany we’re underwhelmed by the new line, particularly given it is reported to have cost $2 million. We’re willing to concede, however, that it might grow on people and sometimes a change is as good as a holiday.
But the DJs move got us thinking: which company slogans have really worked? Which do we remember, even decades on?
Here’s our list of the top 10 Australian slogans of all time.
- “A hard earned thirst needs a big cold beer and the best cold beer is Vic” – Victoria Bitter
This ad of hard-working men, engaged in manly activities like coaching a crew or printing the news, explains that when you’ve sure got a thirst, the best cold beer is Vic. It’s catchy and simple, and a great look at the manly 1980s.
- “The fresh food people” – Woolworths
This slogan taps into consumer perception that Woolworths is a better place to shop for produce than rival Coles. Signing on local chefs Margaret Fulton, Guy Grossi and Tobie Puttock as its “Fresh Food Chefs” and stocking organic products through the Macro label probably helps too.
- “Which Bank?” – Commonwealth Bank
No wonder the backlash to CBA’s curious “Determined to be different campaign” was so strong – its previous ads were market leaders. From robots to Hugh Grant-lookalikes promoting telebanking in the 1980s, the pre-privatised bank really knew how to advertise its wares.
- “At Aussie, we’ll save you” – Aussie Home Loans
Who could argue with the idea that we worked hard for our money and deserved a better deal from the banks? It’s not fancy, but John Symons urging people to ring Aussie if the banks didn't deliver a better deal cut to the chase.
“You canna hand a man a grander spanner” – Sidchrome tools
While the ad itself is nothing to write home about – featuring two dim-witted crims attempting to steal a man’s beautiful tools by distracting him with balloon tricks – it’s hard not to appreciate a little alliteration and the suggestion that there is no finer spanner on the market.
- “Beautiful one day, perfect the next” – Queensland Tourism
Back before Tourism Australia’s “Where the bloody hell are you?” campaign was slammed, Queensland Tourism took the cake for offering beautiful weather one day and perfect the next. In the middle of winter, it’s working now.
- “It’s time” – Australian Labor Party
The ALP’s election nous might have taken a hit over the past few years, but Gough Whitlam’s positive and positively groovy campaign song won over the hearts and minds of Australians.
- “You Ought To Be Congratulated” – Meadow Lea
And who would have thought advertisements for margarine could be so catchy? Women of the ‘80s seemed to agree that they ought to be congratulated for making a “baked potata a real congratulator.”
- “Life. Be in it.” – Victorian Government
Who can forget the picture of Norm, overweight and exercise-shy man declaring he simply has “big stomach bones?” The campaign was driven by the Victorian Minister for Youth, Sport and Recreation Minister and one-time footballer Brian Dixon, plus artist Alex Stitt and musician Peter Best. According to ad man Harold Mitchell, Dixon believes the campaign saved lives and reduced the country’s health bill.
- “Oils ain’t oils” – Castrol
A catchy phrase for a non-sexy subject, which emphasised that its superior product justified its price.
Then there’s overseas. With the help of Tagline Guru, here are 10 memorable international taglines.
- “Don’t leave home without it” – American Express
- “Just do it” – Nike
- “Think different” – Apple Computer
- “Melts in your mouth, not in your hands” – M&M Candies
- “A diamond is forever” – DeBeers
- “Finger-lickin’ good!” – Kentucky Fried Chicken
- “Let your fingers do the walking” – Yellow Pages
- “The ultimate driving machine” – BMW
- “Intel Inside” - Intel
- “Australian for beer” – Foster’s
What do you think? Which slogans have worked for you? Let us know in the comments below.
written by Entwined, July 27, 2011
"Hunted by Some, Savoured by Many"
Or this one for Daylesford Wine Co. www.daylesfordwineco.com.au
"Quality, Taste & Pleasure"
written by littlehandbag, July 27, 2011
written by peterowe, July 27, 2011
- clever and succinct
Another good one
Dick Smith - Talk to the Techxperts
written by peterh_oz, July 27, 2011
Overseas? Really? Well, actually yes. 1964. And all this time we thought it was Telecom!
Oh and I found the advert, though it doesn't look very "1964" to me:
http://www.adslogans.co.uk/hof/30655201wmv.html
Look at the last 2 seconds - its either a more recent advert, or amazingly futuristic!
written by photoman001, July 27, 2011
I like the (Melbourne) transport company Coynes "You can't toss Coynes for transport".
Or the Great Western Best's Wines, "There's good, there's better, then there's Best's"
written by AdvertisingRewards, July 28, 2011
"Which Bank?" will go down as the greatest slogan that I've ever come across! So simple, so easy, and so brilliantly integrated into our everyday conversation - even years after the campaign first aired.
In fact, earlier today I was speaking to a new client and asking her bank details so we can pay her monthly rebate. When I asked "which bank?" her response was "that one"!
Brilliant!
written by rethinkmarketing, August 04, 2011
Look at all the examples above and with the exception of Intel and Vic none of the really good ones includes the Brand name in the tagline. That's because they convey the brand values so succinctly they become part of the brand.
Given the current state of retail in Australia, perhaps it is somehwat telling to start the tagline by looking backwards WAS! It may grow on us in time, but I don't think they have hit the money with this one, and will be back to the agencies again within 2 - 3 years.
For my money, I'd go with MY Store over Was, Is Always
"Keeping Australaia in Stitches"
"Keeping Sydney in Stitches"
"Keeping the Northern Beaches in Stitches"
Also came across another that we thought was good for a wholesale workwear and promotional company called Clothing At Wholesale (CAW). They have a crow as their logo and the tag line is -
"CAW Blimey, thats Cheep"