Is this the best tagline ever written?

It is, of course, absurd to say that any single tagline is the best ever written. After all, millions of slogans have been written, and there are no objective criteria by which we judge a tagline. We’re all entitled to our own opinions, as well.

But over the years, I’ve seen or heard thousands of advertising slogans, and through the lens of my copywriter’s eye, there is one tagline that stands above all others.

It’s only four words long, and one of the words is an article. But the four words work perfectly.

Tools of the COPYwriter's trade: fountain pen and dictionary

The line?

A diamond is forever.

What makes it so good? The line is very simple, yet filled with meaning. It literally means that a diamond can last for centuries. So this jewel can be a good investment.

Much more important is the line’s metaphoric meaning. It presents a diamond as a symbol of eternal love. By offering one of the most beautiful and indestructible objects on earth, a man or woman is promising love without end.

For many people, that’s the ultimate promise.

There is so much emotion packed into just a few words that the line is almost magical.

And what is most remarkable about the line is that it presents the product being sold, a diamond, as absolutely integral to the promise of undying love.

In addition to evoking an incredibly powerful emotional response, the line satisfies several other desirable tagline criteria.

The line is short, easy to say, easy to remember. The meaning is crystal clear—both the literal meaning and metaphoric meaning. There are no negative connotations.

The line is also unique and impossible to be duplicated by someone else. So it can be trademarked and protected.

Moreover, the line is incredibly flexible; it can work in any context. Since it’s a full sentence and names the product, it can stand on its own. But it also works in any kind of advertising.

The slogan was created as part of a De Beers advertising campaign in 1947, and I believe it has appeared in every one of the company’s engagement ring ads since 1948.

A female N.W. Ayer copywriter named Frances Gerety wrote the line. From 1943 to 1970, Ms. Gerety wrote virtually all of the copy for De Beers advertising. She passed away in 1999, two weeks after Advertising Age called “A diamond is forever.” the slogan of the twentieth century.

All in all, “A diamond is forever.” is as close to a perfect tagline as you’ll ever see.

It’s flawless.

Here are 200 of the Best Taglines Ever Written. Name the Brands That Go with Them.

I call them taglines.

They’re also known as tags, slogans, straplines, theme lines, end lines, brand lines, signature lines, claim lines, base lines, mottos, catch phrases, mantras, payoffs, war cries, and who knows what else.

Whatever you call them, I’ve collected a couple thousand over the years. Most are short, usually just a few words. And there is an elegant simplicity to almost all of them.

The goal of any tagline is to consistently say one key thing about a brand that makes the brand stand out.

It should capture the essence of the brand’s promise or personality or positioning. At the least, it should suggest that there is something different and better about what a company, service or product offers you.

Many of the best taglines communicate why a brand exists in the first place. In effect, the tag says, if you get nothing else, get this key message because that’s what this brand is all about.

A tagline might be clever. It might include alliteration, rhyming, or a play on words. It might even be musical. (Some are both tags and jingles.) Above all, it should be memorable.

But of the zillion taglines you’ve heard or seen in your lifetime, chances are, only a few dozen stick with you.

Below are 200 of my favorites taglines. They’re all classics listed in no particular order. They all have millions of dollars and years of marketing behind them. And many have become part of American popular culture.

See how many brand names you can associate with the lines. I've included a few logos to give you some clues.

You'll find a second list with both taglines and matching brand names at the end of this blog.

We try harder.
The ultimate driving machine.
Everything you wanted in a beer. And less.
Don’t leave home without it.
Think different.
Just do it.
The king of beers.
You’re in good hands with ___________.
It’s the real thing.
The happiest place on earth.
We bring good things to life.      
Tomorrow you can be anywhere.     

 

 

 

Every kiss begins with _____.
Because so much is riding on your tires.
99.44% pure.
It’s the water. And a lot more.
The breakfast of champions.
Takes a licking and keeps on ticking.
Good to the last drop.
When it rains, it pours.
The uncola.

Let your fingers do the walking.
The few, the proud, the ___________.
Friends don’t let friends drive drunk.
What happens here, stays here.
Every body needs _______.
Get a piece of the rock.
Be all that you can be.
You are now free to move about the country.
Where do you want to go today?
If you’ve got the time, we’ve got the beer.
His master’s voice.
For those who think young.
See the USA in your _____________.
It’s not a job. It’s an adventure. 

Snap! Crackle! Pop!
The antidote for civilization.
Engineered like no other car in the world.
You deserve a break today.
Does she….or doesn’t she?
It’s _________ time.
This is your brain. This is your brain on drugs.
Look, Ma, no cavities.
Fly the friendly skies.
Like a good neighbor, ________ _______ is there.

The mind is a terrible thing to waste.
We’re looking for a few good men.
Reach out and touch someone.
I coulda had a _____.
Is it live or is it ____________?
All the news that’s fit to print. 
There’s always room for ___________.           
The quality goes in before the name goes on.
Where’s the beef?                       
____________ tastes good like a cigarette should.
We will sell no wine before its time.
57 Varieties.
Melts in your mouth, not in your hands.

Think small.
Ask the man who owns one.
You’ve come a long way, baby.
Nothin’ says lovin’ like somethin’ from the oven.
Put a tiger in your tank.
Betcha can’t eat just one.
I’d walk a mile for a ______.

Stronger than dirt.
A little dab’ll do ya.
The toughest job you’ll ever love.
I can’t believe I ate the whole thing.
The best tires in the world have _____________ written all over them.
The beer that made Milwaukee famous.
I liked it so much, I bought the company.
For fast, fast, fast relief.
________ puts you in the driver’s seat.
Have a ______ and a smile.

It takes a tough man to make a tender chicken.
__________ gets the red out.
Better living through chemistry.
When you care enough to send the very best.
The taste of a new generation.
From the land of sky-blue waters.
Pardon me, do you have any ______ ________?
Tastes so good cats ask for it by name.
The quicker picker-upper.
I love ____ _____.
Tastes great, less filling.
The pause that refreshes.
How do you spell relief? __________. 

 

 

 

 

 

_________ ______ is bullish on America            .
Like a rock.
The best part of waking up is __________in your cup.
The champagne of bottled beer.
What’s in your wallet?
Leave the driving to us.
Australian for beer.
If I’ve only one life, let me live it as a blonde.
Nothing runs like a _________.
Every kiss begins with _______.
Plop plop, fizz fizz, oh what a relief it is.
________ inside.           
I’d rather fight than switch.

Kid tested. Mother approved.
When you’re out of __________, you’re out of beer.
Solutions for a small planet.
They’re g-r-r-r-eat!
Have it your way.
It keeps going and going and going.           
With a name like _____________, it has to be good.
Say it with flowers.
I want my __________.
I want my ______.

 

 

 

Got milk?
When it absolutely, positively has to be there overnight.
There are some things that money can’t buy. For everything else there’s __________.
Hey, Mikey…He likes it!
Our repairmen are the loneliest in the world.
When ____ __________ talks, people listen.
Nothing comes between me and my __________.
Finger-lickin’ good.
Aren’t you glad you use _____. Don’t you wish everybody did?
Imagination at work.           
Come to ______________ Country.
Nothing sucks like an _____________.
For life.
Member FDIC and the Human Race.
Fill it to the rim with _______.
The best a man can get.

The nighttime sniffling sneezing coughing aching stuffy-head fever so you can rest medicine.
M’m! M’m! Good.
Sorry, Charlie. _________ wants tuna that tastes good, not tuna with good taste.
When you say ______________, you’ve said it all.
Maybe she’s born with it. Maybe it’s _______________.
It’s everywhere you want to be.
Up, up and away.
Don’t dream it. Drive it.
Free enterprise with every issue.
You’ll wonder where the yellow went when you brush your teeth with ____________.
Between love and madness lies _______________.
We make money the old fashioned way. We earn it.

Live in your world, play in ours.
Come alive! You’re in the _________ generation.
What becomes a legend most?
Taste. Not waist.
We answer to a higher authority.
Pleasing people the world over.
It’s a good time for the great taste of ____________.
Why fool around with anyone else?
How refreshing. How _____________.
You’ll love the way we fly.
Think.
Everything you hear is true.
It’s not a room. It’s a residence.

American by birth. Rebel by choice.
Don’t just book it. __________ _______ it.
There is no substitute.
Reap the rewards of _________.
Don’t be vague. Ask for ________.
Born in the Rockies.
Impossible is nothing.
Nothing fitz like a _____.
When you got it, flaunt it.
Quality never goes out of style.
Things go better with ________.
Beanz means ________.
Raise your hand if you’re sure.
At the heart of the image.
The greatest tragedy is indifference.
I’m lovin’ it.
Own a _________ at a price of a car.
Success. It’s a mind game.

Sometimes you feel like a nut. Sometimes you don’t.
Because I’m worth it.
You don’t have to be Jewish to love ________.
My goodness, my ____________!
Eat Mor Chikin!
Capitalist tool.
Because the ______ never sleeps.
Do you know me?
It’s not TV. It’s ______.
Can you hear me now?
_____________ is for lovers.
If you see something, say something.
You’ve got a lot to live, and ________ got a lot to give.
You can’t top the copper top.
Improving home improvement.
Think outside the bun.
We do it all for you.
A diamond is forever.

We'll leave the light on for you.
Soup is good food.
It's not just a package. It's your business.
A different kind of company. A different kind of car.
Advancing civilization daily.
The curiously strong mints.
If it's out there, it's in here.
Living brings it in. We take it out.
Find your beach.
The world on time.
The incredible edible _____. 

Now with brand names attached:

We try harder./Avis
The ultimate driving machine./BMW
Everything you wanted in a beer. And less./Miller Lite
Don’t leave home without it./American Express
Think different./Apple
Just do it./Nike
The king of beers./Budweiser
You’re in good hands with ___________./Allstate
It’s the real thing./Coca-Cola
The happiest place on earth./Disneyland
We bring good things to life./GE/General Electric
Tomorrow you can be anywhere./Boeing
Every kiss begins with Kay./Kay Jewelers
Because so much is riding on your tires./Michelin
99.44% pure./Ivory Soap
It’s the water. And a lot more./Olympia Beer
The breakfast of champions./Wheaties
Takes a licking and keeps on ticking./Timex
Good to the last drop./Maxwell House Coffee
When it rains, it pours./Morton’s Salt
The uncola./7-Up
Let your fingers do the walking./The Yellow Pages
The few, the proud, the ___________./Marines
Friends don’t let friends drive drunk./U.S. Dept. of Transportation
What happens here, stays here./Las Vegas Convention and Visitors Authority
Every body needs _______./Milk (California Milk Producers)
Get a piece of the rock./Prudential
Be all that you can be./U.S. Army
You are now free to move about the country./Southwest Airlines
Where do you want to go today?/Microsoft
If you’ve got the time, we’ve got the beer./Miller Beer
His master’s voice./Victor Talking Machine Co.
For those who think young./Pepsi
See the USA in your _____________./Chevrolet
It’s not a job. It’s an adventure./U.S. Navy
Snap! Crackle! Pop!/Kellogg’s Rice Krispies
The antidote for civilization./ClubMed
Engineered like no other car in the world./Mercedes-Benz
You deserve a break today./McDonald’s
Does she…or doesn’t she?/Clairol
It’s _________ time./Miller (Beer)
This is your brain. This is your brain on drugs./Partnership for a Drug-Free America
Look, Ma, no cavities./Crest Toothpaste
Fly the friendly skies./United Airlines
Like a good neighbor, ________ _______ is there./State Farm
The mind is a terrible thing to waste./United Negro College Fund
We’re looking for a few good men./U.S. Marines
Reach out and touch someone./AT&T
I coulda had a _____./V-8
Is it live or is it ____________?/Memorex
All the news that’s fit to print./The New York Times
There’s always room for ___________./Jell-O
The quality goes in before the name goes on./Zenith
Where’s the beef?/Wendy’s                       
____________ tastes good like a cigarette should./Winston
We will sell no wine before its time./Paul Masson
57 Varieties./Heinz
Melts in your mouth, not in your hands./M&Ms Candy
Think small./Volkswagon
Ask the man who owns one./Packard
You’ve come a long way, baby./Virginia Slims Cigarettes
Nothin’ says lovin’ like somethin’ from the oven./Pillsbury
Put a tiger in your tank./Esso/Exxon
Betcha can’t eat just one./Lay’s Potato Chips
I’d walk a mile for a camel./Camel Cigarettes
Stronger than dirt./Ajax
A little dab’ll do ya./Brylcreem
The toughest job you’ll ever love./U.S. Peace Corps
I can’t believe I ate the whole thing./Alka-Seltzer
The best tires in the world have _____________ written all over them./Goodyear
The beer that made Milwaukee famous./Schlitz
I liked it so much, I bought the company./Remington
For fast, fast, fast relief./Anacin
________ puts you in the driver’s seat./Hertz
Have a ______ and a smile./Coke
It takes a tough man to make a tender chicken./Perdue Chicken
__________ gets the red out./Visine
Better living through chemistry./DuPont
When you care enough to send the very best./Hallmark
The taste of a new generation./Pepsi
From the land of sky-blue waters./Hamm’s Beer
Pardon me, do you have any ______ ________?/Grey Poupon
Tastes so good cats ask for it by name./Meow Mix
The quicker picker-upper./Bounty
I love ____ _____./New York (State Division of Tourism)
Tastes great, less filling./Miller Lite
The pause that refreshes./Coca-Cola
How do you spell relief? __________/R-O-L-A-I-D-S (Rolaids)
_________ ______ is bullish on America./Merrill-Lynch
Like a rock./Chevy Trucks
The best part of waking up is __________in your cup./Folgers (Coffee)
The champagne of bottled beer./Miller High Life
What’s in your wallet?/Capital One
Leave the driving to us./Greyhound
Australian for beer./Fosters
If I’ve only one life, let me live it as a blonde./Clairol
Nothing runs like a _________./Deere (John Deere)
Every kiss begins with _______./Kay (Kay Jewelers)
Plop plop, fizz fizz, oh what a relief it is./Alka-Seltzer
________ inside./Intel
I’d rather fight than switch./Tareyton Cigarettes
Kid tested. Mother approved./Kix Cereal
When you’re out of __________, you’re out of beer./Schlitz
Solutions for a small planet./IBM
They’re g-r-r-r-eat!/Kellog’s Frosted Flakes
Have it your way./Burger King
It keeps going and going and going./Energizer Batteries
With a name like _____________, it has to be good./Smuckers
Say it with flowers./FTD
I want my __________./Maypo
I want my ______./MTV
Got milk?/California Milk Processor Board
When it absolutely, positively has to be there overnight./Federal Express
There are some things that money can’t buy. For everything else there’s __________./MasterCard
Hey, Mikey…He likes it!/Life Cereal
Our repairmen are the loneliest in the world./Maytag Appliances
When ____ __________ talks, people listen./EF Hutton
Nothing comes between me and my __________./Calvins (Calvin Klein Jeans)
Finger-lickin’ good./Kentucky Fried Chicken/KFC
Aren’t you glad you use _____. Don’t you wish everybody did?/Dial (Soap)
Imagination at work./GE/General Electric
Come to ______________ Country./Marlboro
Nothing sucks like an _____________./Electrolux
For life./Volvo
Member FDIC and the Human Race./Peoples National Bank of Washington
Fill it to the rim with _______./Brim
The best a man can get./Gillette
The nighttime sniffling sneezing coughing aching stuffy-head fever so you can rest medicine./NyQuil
M’m! M’m! Good./Campbell’s Soup
Sorry, Charlie. _________ wants tuna that tastes good, not tuna with good taste./Starkist
When you say ______________, you’ve said it all./Budweiser
Maybe she’s born with it. Maybe it’s _______________./Maybelline
It’s everywhere you want to be./VISA
Up, up and away./TWA
Don’t dream it. Drive it./Jaguar
Free enterprise with every issue./The Economist
You’ll wonder where the yellow went when you brush your teeth with ____________./Pepsodent
Between love and madness lies _______________./Obsession (Calvin Klein’s Obsession)
We make money the old fashioned way. We earn it./Smith Barney
Live in your world, play in ours./Sony Playstation
Come alive! You’re in the _________ generation./Pepsi
What becomes a legend most?/Blackglama (Minks)
Taste. Not waist./Weight Watchers
We answer to a higher authority./Hebrew National
Pleasing people the world over./Holiday Inn
It’s a good time for the great taste of ____________./McDonald’s
Why fool around with anyone else?/FedEx
How refreshing. How _____________./Heineken
You’ll love the way we fly./Delta Airlines
Think./IBM
Everything you hear is true./Pioneer
It’s not a room. It’s a residence./Residence Inn Marriott
American by birth. Rebel by choice./Harley Davidson
Don’t just book it. __________ _______ it./Thomas Cook (Travel)
There is no substitute./Porsche
Reap the rewards of _________./Money (Magazine)
Don’t be vague. Ask for ________./Haig (Scotch Whisky)
Born in the Rockies./Coors Light
Impossible is nothing./Adidas
Nothing fitz like a _____./Ritz (Crackers)
When you got it, flaunt it./Braniff Airlines
Quality never goes out of style./Levi's
Beanz means ________./Heinz
Things go better with ________./Coke
Raise your hand if you’re sure./Sure Deodorant
At the heart of the image./Nikon
The greatest tragedy is indifference./Red Cross
I’m lovin’ it./McDonald’s
Own a _________ at a price of a car./Jaguar
Success. It’s a mind game./Tag Heuer
Sometimes you feel like a nut. Sometimes you don’t./Peter Paul Mounds
Because I’m worth it./L’Oreal
You don’t have to be Jewish to love ________./Levy’s (Rye Bread)
My goodness, my ____________!/Guinness
Eat Mor Chikin!/Chick-fil-A
Capitalist tool./Forbes
Because the ______ never sleeps./Citi (Citibank)
Do you know me?/American Express
It’s not TV. It’s ______./HBO
Can you hear me now?/Verizon
_____________ is for lovers./Virginia (Tourism)
If you see something, say something./New York Metropolitan Transit Authority
You’ve got a lot to live, and ________ got a lot to give./Pepsi’s (Pepsi-Cola)
You can’t top the copper top./Duracell
Improving home improvement./Lowe’s
Think outside the bun./Taco Bell
We do it all for you./McDonald’s
A diamond is forever./De Beers
We'll leave the light on for you./Motel 6
Soup is good food./Campbell's
It's not just a package. It's your business./Federal Express
A different kind of company. A different kind of car./Saturn
Advancing civilization daily./Amtrak
The curiously strong mints./Altoids
If it's out there, it's in here./Nynex Yellow Pages
Living brings it in. We take it out./Stanley Steemer Carpet Cleaner
Find your beach./Corona Beer
The world on time./Federal Express
The incredible edible____.Egg/American Egg Board