"Build the future with the warmth of your soul." Slogan coined for vegetable oil Sloboda. Not only cumbersome and sloppy uses a metaphor (the warmth of the soul is not a building material), but also unsuccessfully expresses the USP - what does butter, mayonnaise and margarine have to do with it?
"Ooh, how refreshing!" This slogan went to the people as a synonym for bad taste and delirium with the light hand of Inna Kochetova, vice president of marketing at Ochakovo. Inna, daughter of the president of the company.
"Refreshing lightness of being"... Kvass "Veranda" of the "Ochakovo" company, intended for the premium segment, is advertised under this slogan. It is the revised title of Milan Kundera's famous book The Unbearable Lightness of Being, but it doesn't make sense. Because the lightness of being (that is, an easy and carefree life) cannot refresh.
"Feel the feeling of cleanliness"... Procter & Gamble's Shamtu slogan is the pinnacle of copywriters' sophisticated efforts to come up with a new variation on the theme of “feel” and “feel”. The slogan is redundant and ridiculous.
"Because you can't see your eyes on the phone"... Within the framework of the campaign “Aromagia Bringing Together” from JWT Russia, Jacobs coffee has such a slogan. According to the idea, he was supposed to convey the value of personal communication in comparison with the telephone, but as a result it turned out clumsy and evokes thoughts of biomechanical experiments.
"Extend the speed"... Slogan from McCann Erickson Russia for MegaFon. This is nonsense for beauty. Probably, they meant the extension of the time when you can be online at a high speed. Reduction and simplification of the essence and led to the emergence of the inexplicable and impossible."Oval - yum!" and "Yum-yum, buy Mikoyan." The Mikoyan meat-packing plant used the words “yum” and “yum-yum” in advertising communications, which are perceived only by some mothers of small children and, in fact, small children. The overwhelming majority of adults have long developed a persistent idiosyncratic lisp. In addition, the rhyme "yum - mikoyan" is very dubious, and the expression "oval - yum" is another vivid example of complete nonsense.
"For those who have married well." This slogan this year advertises the mayonnaise "Sloboda", which is positioned as a product that caring and loving wives buy for their husbands. Apparently, they mean “got married successfully”, but in an effort to preserve the childish spontaneity of the child from the video, the authors of the campaign got such a strange version.
"It is important for us what is important to you." McCann Erickson Russia has launched a new campaign for Sberbank. Instead of a slogan with a playing composition, as, in all likelihood, it was assumed, it turned out to be a clumsy chopped structure.
“The best friend of mouths”. Also McCann Erickson. Dirol's “pillow-friends” were replaced by Rothville after several years of successful exploitation of the image of two girls in white working in the mouth. The concept of "Rothville" was presented under a physiological and repulsive slogan, and when the girlfriends returned to the TV screens, many breathed a sigh of relief.
"One time Percil, always Percil." Unfortunately, the authors of this slogan of Persil washing powder, amazing in its ambiguity, are unknown to us. And this slogan has long become a proud response to the common folk phrase “Once - not ...” Russian reality does not forgive the use of hints of sex in communications.
“Chitos style otmochitos”. The previous slogan “Chester Loves Cheetos” was almost perfect in terms of phonics and stylistics. However, BBDO Moscow decided to change its strategy, attracted Dima Bilan to advertising, and as a result, the public was dumbfounded with the strange word “otmochitos” and completely unclear positioning.
"Don't let the smell of sweat brand you." Long slogans rarely succeed at all, and in the case of the controversial Rexona campaign adapted by Lowe Adventa, the slogan drew an analogy with branded cattle, further reinforcing the “Rexona called me a pig” bond in the minds. The campaign had to be curtailed very quickly.
"You are what you watch." The operator of the cable television "Akado-TV" completely in vain compared a person to a television program.
“Are you taking glasses, comrade? Are you worried about cash? " This slogan was used by the Yekaterinburg SKB-Bank in its outdoor post-crisis advertising. But street jargon and financial services hardly go together.
Also, the most idiotic slogans include:
Gallina Blanca - Bull Bull! Gallina blancaTriactive Imunele
Tune in to purification! Danone Activia
Overtook the ubiquitous toilet? Gentos. No prostatitis! Gentos
When kids cough, a blue bear will help them! Bromhexine
Flatulence has no chance! - Espumisan gives the answer Espumisan
Where Russia is Baltika
I am responsible for the quality Solodov
Beer with cork Beer Patra
Mister Proper is more fun, the house is clean 2 times faster Mr.Proper
Pink color. Trust him - and there are no stains Vanish
Your hippos don't have tummy pains Plantex
Giving the best Tchibo
Refresh Stimorol Ice
Your feet will walk like a Swiss watch Compression underwear
Your ass is smiling Sudocrem.
Delight plays big BMW (New BMW X5. Delight creates record holders)
The bright taste of your circle Warsteiner beer
I'm as elastic as an eggplant! Buy Tan Ayran
Taxi Saturn - we fight for every client!
Some interesting facts about slogans:
Famous slogan "Euroset" - prices are just about ... t " expressed the company's price positioning, but in a very shocking way. As a result of the advertising campaign under this slogan, Euroset's share in the Moscow market of cell phone distributors increased from 2% to 5%.
The giants of the chocolate industry Nestle and Mars were suing in Russia over the copyright of the phrase "Have a break"("Pause"). These three words were used in commercials for both companies. At Nestle - all over the world in advertising for Kit Kat chocolate ("Have a break, have a KitKat" - "Pause, eat Kit Kat"). At Mars - in Russia for a Twix bar ("Take a break - eat Twix").
Volkswagen has been trying to promote its beetle in the US market for about ten years without much success. In America then powerful, bulky, "courageous" cars were appreciated. And the German concern decided to focus on the fact that the small car is easier to park, it is economical and ideal for a housewife with a child. This idea was expressed in the slogan "Volkswagen is the best second car for an American family"... After the advertising campaign, the beetle began to be in demand in the United States.
The ten worst slogans of Russia according to the magazine "Sekret Firmy":
Oval - yum!
Mikoyanovsky meat-packing plant
Build the future with the warmth of your soul!
"Sloboda", a line of fat and oil products
Your teeth choose "Rus"!
dental clinic
Shop "Versana" - there is always what is cheaper
Abitare, house, depot
"Abitare-interior", a network of furniture stores
Honor the Burning Bush and Service 01
Fire department of Moscow
Waste no time - waste years
Mirra-Lux, cosmetics
Now I am happy with life again, my hearing was returned to my hearing aid!
"Melfon", hearing correction center
The quality is super. The price is very even!
"Astera", shop
Let's not let each other die in Sharm beauty salons
"Sharm", a network of beauty salons
Bright Side has compiled a selection of the best slogans of Russian advertising. It includes not only slogans created by advertisers in the era of modern capitalist advertising that came 20 years ago, but also the beloved and eternal slogans of the Soviet era, elegant and competent localizations of Western slogans.
The study was based on a variety of criteria, such as whether the slogan became a catch phrase and how actively it was used in Russia, the creative value, the author's fame, the use of the capabilities of the Russian language. Some of the slogans have made this list solely for the long-term merits and steadfastness of advertisers.
The best slogans of Russia
- Peace, friendship, gum! (Rotfront, 1957)
- There was no better nipple and no, I am ready to suck until my old age (copywriter - Mayakovsky)
- There is everything (Yandex, author - Yandex team)
- The World History. Bank Imperial
- Demand topping up beer after foam settling (Restaurant "Glavpivprom")
- Sometimes chewing is better than talking (Stimorol)
- Pay your taxes and sleep well (Tax Police)
- M&M "s. Melts in the mouth, not in the hands
- Have an idea - have IKEA
- Your pussy would buy Whiskas
- It's time for you and it's time for you to conclude an agreement with the ventilator plant (MOVEN).
- Vote or Lose (Yeltsin's 1996 election campaign)
- Snickers. Don't brake - snickersney
- Prices just o * uet (Euroset)
- Russia is a generous soul
- That's why they don't bite (Moskitol)
- He is so alone (Tinkoff)
- Tanks are not afraid of dirt (KAMAZ)
- Fly Aeroflot planes
- This is not a dream, this is Sony
- Pause - Eat Twix
Also worth noting are the retro slogans:
- It's time for everyone to try how tasty and tender crabs are (Glavryba)
- Nowhere except in Mosselprom
- Keep your money in savings banks
- NGO "Alternative". With all the wealth of choice, there is no other alternative.
- Who goes where, and I go to the Savings Bank
- Hijacked? Should have put Clifford
- Hoper Invest. Great company!
The 3 best slogans of the cellular industry:
- MTS. People says
- Beeline. Live on the bright side
- Megaphone. The future depends on you
The best car slogans
- Free - Volvo
- Volga. You surprise me
- Lada Priora. On all roads in the country
- GAS. Russian cars
- Daewoo. Get a loved one
- Mazda. How dare you
- Toyota. Manage dream
- Nissan. Exceeding expectations
- Lexus. The pursuit of excellence
- Skoda. Just brilliant
Beer
- Ovip Lokos. In the name of good!
- Baltic. Where Russia is
- Patra. Beer with cork
- Who follows Klinsky?
- Gold barrel. We need to meet more often
- Solodov. I am responsible for the quality
- Dr. Diesel. We are so different, and yet we are together
- Stella Artois. Perfection is priceless.
Beverages
- Sprite. Don't let yourself dry up!
- Fanta. Join in!
- Invite. Just add water
- Red Bull wings
- Pepsi. Take everything from life
- The next generation chooses Pepsi
- Hershey Cola. Taste of victory!
- It's good to have a Country House
- Mirinda. Life is good when you drink slowly
- Rich. Life is a good thing. Anyway
- May tea is a favorite tea
- Hello. Live orange juice
Hygiene and cosmetics
- Pampers. Toddlers inspire
- Always. Speaks your body language
- Be confident. Wear Libresse.
- Kleenex is soft like velvet!
- Clear Vita Abe. No dandruff
- Take care of yourself. Garnier
- Millions of germs will die (Domestos)
- Rexona. Will never let you down
- Orbit. The most delicious caries protection
- Everyone is delighted with you, and you are with Maybelline
- Ax. Full Ax Effect
- Gillette. Better for a man, no
Clothes and footwear
- Ralf Ringer. Twisting the earth
- Savage. The freedom to be yourself
- Camelot. Leave your mark
- From Paris to Nakhodka "Omsa" - the best tights!
- Ecco. Shoes for life
Insurance
- Rosno is horrible!
- Insurance group Spasskiye Vorota. Like a stone wall
- Rosgosstrakh. Did everything right!
- Renaissance Insurance. The art of remembering the future
- Ingosstrakh pays. Is always.
Sweets
- Mars. Everything will be covered in chocolate
- Rondo. Fresh breath makes understanding easier
- Mentos. Fresh solution
- Everyone loves Mamba. And Seryozha too!
- Chewits. Chew do not worry
- Skittles. Don't sour - hang on the rainbow
- Dirol Kids. Now banana!
- Bounty. Paradisaic delight
- Juicy Fruit. I want it already!
- Juicy Fruit. Full Bananas!
- Nuts. Charge your brains
- Snickers. Ate - and order!
- Wispa. It's all about the magic bubbles
- Milk tastes twice as good if it's the Milky Way!
- There is time. There is Meller
- Tic Tac. Sweetness and freshness in just two calories
Media
- Echo of Moscow. Listen to the radio, the rest is visibility
- TNT. Feel our love
- TV channel Sport. Not a day without sports
- Russian radio. Everything will be fine
- Kommersant. For a real merchant - 15 years is not a period
Retail
- Crossroads. Go for the best
- Technosila. We know people, we offer solutions
- El Dorado. Home of low prices
- Firm Party. Beyond politics! Out of competition!
- Technosila. Common Sense Stores
- The Snow Queen. Where are you dressing?
Technics
- Indesit. We work, you rest
- Reliable home appliances exist. Proven by Zanussi
- Sony. CD and listen
- Philips. Let's change life for the better
- Tefal. We care about you.
Snacks
- BEERka. Delivered to beer
- Pringles. Having tried it once, I eat it now
- Chester loves Cheetos
- Yum-yum, buy Mikoyan.
Food
- Russian sea. Fish favorites
- Samych himself. Dumplings without haste
- People love Doshirak
- Knorr is tasty and delicious!
- Gallina Blanka - Bul-Bul
- Canned Green Ray - Opened and Eaten
- Danissimo. And let the whole world wait
Pharmaceuticals
- Nazivin. For noses and noses
- Hurricane in the stomach - take Espumisan
- Bromhexine. When kids cough, a blue bear will help them!
Other
- Aeroflot. Easy to lift
- Telemarket. We sit and the money goes
- Bridgestone. Victory over the road
- One time Persil, always Persil
- Cleanliness - Pure Tide
- Erich Krause. Work that feels good to the touch
- Oblomov restaurant. Complete collection of pleasures
- Fun and delicious at McDonald's
- Pedigree. Sign of care and love
- Bzzzz, bzzzz, Supremex!
Slogan criteria
Strict compliance with the brand line
the slogan must take into account all aspects of the marketing strategy and be part of it
Memorable
easily reproducible, eliminates confusion in words, has a good and simple rhythmic pattern
Gone to the people
Conciseness
Fully uses the capabilities of the language
competent, pleasant, interesting turns of speech
Phonetics
harmonious sound, ease of pronunciation
Rhythmics
Having a simple, pleasant rhythmic pattern
Contrast
allows you to stand out from competitors
The presence of a second bottom
The slogan is understood in two ways, while the "second bottom" does not contradict the main message, but positively complements it.
Study background
Types of slogans:On the subject of promotion:
... Commodity - refer to the rational side of the target audience through arguments. Its task is to convey to the consumer the main difference, the advantage of the product over others, to create a certain emotional attitude of the consumer to the product or its quality. As a rule, the following questions are answered: What is a product? What product? Who / what is the product for? What is its advantage? What should a buyer do?
... Image - to feelings through emotions. They are aimed at increasing the awareness of the company, brand, with an emphasis on any common feature in the company's activities, which applies to all products or services. They offer the potential client to feel a certain atmosphere and draw the necessary analogies with the advertised product.
By product binding
... Related - includes product names. This slogan is inseparable from the name. "Your pussy would buy a Whiskas"
... Tied - correlate with the name rhythmically and phonetically. “Gillette. Better for a man, no ";
... Free - they are self-sufficient and independent. "Take everything from life", "The scent that brings you closer." Just do it.
By volume
... Corporate / slogan mission - Once and for all. “There is an idea - there is Ikea” (Ikea).
... Promotional - promotes a limited-time promotion. Does not contradict the values of the corporate slogan. “For the most important people” (Ikea. Promotional collection of children's furniture).
By form
news slogan - “Bond. Brooke Bond. Now in tea bags! " "The Legend Returns!" (Yamaha)
slogan-question - "Tell me I have no taste?" (Winston) or "Does advertising need perfection?" (BMW)
slogan-statement - “Our skin loses ½ of water. Every day "(Vichy) or" Milk tastes twice as good if it's Milkyway "
engagement slogan - “Fanta. Join in! "
slogan-step-by-step solution - "50 steps to your new Ford" or "I saved up money in the savings bank, bought a ticket to the resort"
slogan question-answer - “They say that you can't buy health. Our club members know it's not true ”(Word Class) or“ Do you want to lose weight? Ask me how! " (Herbalife "
joke slogan - “We don't have regular readers” (advertisement of a newspaper of vacancies).
What it is
An advertising slogan is a short motto of a company or product that conveys the main idea of the entire advertising campaign. The word "slogan" itself means in translation from English "slogan", "appeal" or "motto". This short phrase carries a huge meaning - with the help of it the manufacturer expresses the main idea or the purpose of his entire slogan is also to increase brand awareness, its image and prevalence among consumers.
Slogan creation problems
As can be seen from practice, many manufacturers and sellers of goods face problems in creating their own recognizable motto. It often happens that the ad message simply does not work, is not remembered by customers and, therefore, does not make sense. In this regard, not all companies undertake the creation of a slogan, and in this case, advertising for a particular product or company is presented differently each time. Meanwhile, a properly developed slogan means quite a lot - it allows you to make the product easily recognizable, memorable, supports the company's image and the brand that it represents.
Slogan for advertising: how to create
Advertising and PR experts say there are several rules to follow when creating slogans. First of all, this phrase should be memorable. That is, an associative array is created when a customer, hearing a specific set of words, imagines a brand or product in whose advertising this phrase is involved. In addition, the company's motto should be easy to pronounce - do not clutter it up with long phrases and difficult to understand words. Ideally, a slogan is 2-4 words long (sometimes 6 can be used). It is convenient not so much for attracting attention as for perception and memorization.
If the motto is too long, no one will read it to the end in printed form. The use of rhyme has an extremely beneficial effect on perception - the rhymed text will firmly sit in the head of the buyer, especially if you use it constantly and many times. Figurative phrases and speech turns use the imagination of people, and this is very beneficial for the manufacturer. For example, an advertisement for one of the dental clinics indicated a guarantee of 10,000 candies. A kind of mountain and a lot of candy wrappers immediately appear in the imagination - such an image is easy to remember. Naturally, the more fully the created phrase meets all these requirements, the more success you can expect from it.
What words are better not to use
Another of the main conditions that a slogan must meet for advertising is originality. This is very important because there are a number of words that are already so overused and used that they simply do not affect buyers in any way. These include several nouns: idea, choice, sight, taste, sensation, harmony, dream, solution, quality, color, aroma, pleasure, secret, bliss. Adjectives that are also no longer effective are exclusive, correct, true, valid, unique, unique, special, impeccable, worthy, prestigious, faithful, genuine, real, unique, tested, perfect. They are so often used in advertising that they are no longer perceived by buyers as words with meaning, but simply look like a set of letters. If some of them are still used, then it is better to dilute them with original additions or unexpected meaning so that the slogan is not too banal.
The meaning of the slogan
When creating a slogan for advertising, authors can use several approaches to its meaning. For example, you can specify the functional subtleties and features of the product, declare it the best of its kind. You can emphasize the benefits for the consumer - what exactly he will receive when buying a product. You can position your product as the most suitable for a specific social, demographic or age group - using slogans aimed at it for advertising. Examples: "Gilette - no better for a man", "New generation chooses Pepsi", etc. It is good if the advertisement indicates one of the main activities of the company - "We connect people" for cellular communications, for example. An excellent result is given by mentioning the merits of the company or its high status - "20 years on the market", for example, or "We make sports accessible" from "Sportmaster". Some manufacturers create a certain feeling of closeness to their customers, assuring that "You deserve it" or "Everyone is delighted with you." Be sure to take into account: the slogans of advertising companies in no case should have a dismissive or condescending tone, you can not use negation - as this will subconsciously cause rejection. The best option is to use only positive ones and which every customer wants to refer to himself.
Special techniques that effectively influence the consumer
In the advertising field, it is customary to subtly influence the perception of the buyer with the help of special techniques - these include wordplay. For example, when the so-called alliteration is used - all words in a phrase consist of similar letters or each word starts with one letter - "Your pussy would buy" Whiskas "," Clean is pure Tide "," Wella - you are great. " purposes, the technique of repetition of positive words is used: "A solid bank for respectable people", "A fresh look at fresh fruit." In this case, it is imperative to take into account exactly where advertising will be used - in print publications, the main load is given to the text, here the importance and meaning of each word or phrases can hardly be overestimated. In videos, you can perfectly complement the call with visuals and vivid pictures. Advertising on the radio makes it possible to use intonation and voice - "RedBull gives wings".
Using a neutral motto
All advertising slogans can be roughly subdivided into those that speak about a specific product or activity, and those that simply represent a certain positive call or thought: "You are always ahead of the competition", "Think good", "We make your business prosperous" ... Such phrases, on the one hand, are convenient from the point of view of re-profiling the company - they can be used in any activity, even if the company suddenly starts producing something else besides the main product, and on the other hand, they do not indicate anything and can be used by any other company. In addition, it is perceived as a set of words - such a slogan does not say anything specific about a product or service, which means that the client may simply not pay attention to it.
The best slogans to advertise
Advertising creation is a creative process, and here a lot depends not only on the fulfillment of the rules, but also on the giftedness of the creator. For example, many of the most famous advertising slogans "went to the people" - this is a great success for the company and its product. The repeated repetition of the phrase by people significantly increases the popularity of the brand. The best advertising slogans are remembered for many years, even when the product is no longer on the market. Examples are these phrases: "Peace, friendship, chewing gum - Rotfront company, Yandex - there is everything", "Sometimes it is better to chew than talk - Stimorol", "Russia is a generous soul", "Tanks are not afraid of dirt - KAMAZ "," Take a break - eat Twix. "A good pun is used in the advertisement for" Free - Volvo "," There is an idea - there is IKEA. " , "Time with the Fat Man flies by unnoticed" - all these phrases have become established in modern language and are often mentioned without reference to the brand.
Western companies usually form a new slogan for each country into which a product is imported, and on the Russian market many products are also recognizable precisely because of the slogan: "Rexona - never let you down", "Take care of yourself. Garnier", "Rondo - fresh breath makes it easier to understand ". All these advertising slogans and slogans are on everyone's lips. Due to the frequent repetition in the media, these advertisements really work and motivate consumers to choose these particular products.
Errors in advertising
Unfortunately, unsuccessful advertising slogans are quite common. For example, the slogan "If you eat dumplings, you will live like Lenin forever" or "We will shoe the whole country!" from a shoe factory. Such calls sound rather strange, not every buyer will run to buy a product after such an advertisement. Sometimes errors are caused by incorrect translation - for example, Pepsi launched a video on the Chinese market in which the call "Cheer up with Pepsi" was translated as "Pepsi will raise your ancestors from the grave", and one of the American beer companies called "Make yourself free", which when translated into Spanish became "Suffer from diarrhea." Needless to say, the products were not successful. There are curiosities in which a manufacturer is forced to rename a product in order to sell it on the territory of any country - for example, Visit condoms in Russia were renamed Vizit to avoid association with "hanging". Another example - when promoting the Gerber brand, Nestle did not take into account the fact that in African countries it is customary to draw only the products themselves on the packaging of products, and not people, since many in the country cannot read and are guided only by the pictures on the packaging. The company's products depicting children and happy mothers were not in demand until the company changed its design.
Story
Slogans have been used in advertising for a long time. In the Soviet Union, many enterprises used this method of increasing demand. For example, Vladimir Mayakovsky was involved in the creation of legendary appeals - he penned the slogans "Nowhere but in Mosselprom", "Comrades, people! Be cultured! Don't spit on the floor, but spit in trash cans!" suck to old age ... ".
In Western countries, slogans are used not only to attract buyers, but also parishioners to the church. For example, the phrases "Shock your mother. Go to church", "We guarantee salvation! Otherwise, we will return your sins" are very popular.
In some cases, the slogan for the advertisement is left without translation in order to preserve the originality of the company and emphasize the main point. Most often this is permissible with very short phrases, the meaning of which can be guessed without translation - for example, Volkswagen. Das Auto or Nike.
From all of the above, we can conclude that creating a slogan is real creativity and a whole science, which should not be forgotten by everyone who wants to promote their product or product to the market and sell it profitably more than once.
In Russia, the time of mediocre slogans still continues,
composed of completely erased words - "guarantee", "quality",
"Low prices", "taste", "sensation" and others.
In this article, we tried to collect the most dubious slogans,
by polling market professionals as well as Twitter and FaceBook users.
"Build the future with the warmth of your soul."
Slogan coined for vegetable oil Sloboda. Not only
cumbersome and sloppy uses a metaphor (warmth of the soul is not a building
material), but also unsuccessfully expresses USP - what does oil, mayonnaise have to do with it
and margarine?
"Ooh, how refreshing!"
This slogan went to the people as a synonym for bad taste and delirium with a slight
the hands of Inna Kochetova, vice president of marketing at Ochakovo. Inna, daughter
president of the company, personally engaged in advertising, blogging and often talks about his successes.
"Refreshing lightness of being"
... Kvass "Veranda" of the "Ochakovo" company, intended
for the premium segment, advertised under this slogan. Is
is the revised title of the famous book by Milan Kundera "The Unbearable
lightness of being ”, but it does not make sense. Since the lightness of being (i.e.
easy and carefree life) cannot refresh.
"Feel the feeling of cleanliness"
... The slogan of Shamtu shampoo, produced by Procter & Gamble,
is the apotheosis of copywriters' sophisticated attempts to come up with a new
a variation on "feel" and "feel". The slogan is redundant and ridiculous.
"Because you can't see your eyes on the phone"
... As part of the campaign "Aromagic brings together" from JWT Russia at Jacobs coffee
there was such a slogan. As conceived, he was supposed to convey value
personal communication in comparison with telephone, but as a result it turned out
clumsy and evokes thoughts of biomechanical experiments.
"Extend the speed"
... Slogan from McCann Erickson Russia for MegaFon. This is nonsense
for beauty. Probably meant extending the time when you can
be online at high speed. Reduction and simplification of the essence and led
to the appearance of the inexplicable and impossible.
"Oval - yum!" and "Yum-yum, buy Mikoyan."
Mikoyan meat processing plant used in advertising communications
the words "yum" and "yum-yum", which are perceived only by some
mothers of small children and, in fact, young children. Have
the vast majority of adults have long developed a persistent
idiosyncratic lisp. In addition, the rhyme "yum - mikoyan" is very
questionable, and the expression "oval - yum" is another brightest example
complete nonsense.
"For those who have married well."
This slogan is used to advertise the Sloboda mayonnaise this year,
which is positioned as a product that people buy for their husbands
caring and loving wives. Apparently, this means "married successfully", but in
the desire to preserve the childish spontaneity of the child from the video,
the authors of the campaign received such a strange version.
"What matters to you is important to us."
McCann Erickson Russia has launched a new campaign for Sberbank.
Instead of a slogan with a playing composition, as, in all likelihood,
it was assumed that it turned out to be a clumsy chopped structure.
"The best friend of mouths."
Also McCann Erickson. Dirol Pillow Girlfriends Have Been Replaced
to Rothville after several years of successful exploitation of the image of two
girls in white working in the mouth. The Rothville concept was
presented under a physiological and repulsive slogan, and when
girlfriends returned to television screens, many breathed a sigh of relief.
"One time Percil, always Percil."
The authors of this slogan, stunning in its ambiguity
Unfortunately, we are not aware of Persil detergent powder. And this slogan
has long been a proud response to the common folk phrase “Once
- not ... "Russian reality does not forgive the use of
in communication of allusions to sex.
"Chitos style otmochitos".
The previous slogan "Chester Loves Cheetos" was almost perfect
from the point of view of phonics and stylistics. However, BBDO Moscow decided to change
strategy, attracted Dima Bilan to advertising, and as a result
the public was dumbfounded with the strange word "otmochitos" and completely
unclear positioning.
Don't let the smell of sweat brand you.
Long slogans rarely succeed at all, and in the case of a scandalous
by the Rexona campaign adapted by Lowe Adventa, the slogan
drew an analogy with branded cattle, further reinforcing the "Rexona called me pig" bond in the minds. Campaign,
Let us remind you that we had to turn off very quickly.
"You are what you watch."
The operator of the cable television "Akado-TV" completely in vain compared a person to a television program.
“Are you taking glasses, comrade? Are you worried about cash? "
This slogan was used by the Yekaterinburg SKB-Bank in its external
post-crisis advertising. But street jargon and financial services hardly
compatible.
Also, the most idiotic slogans include:
Gallina Blanca - Bull Bull!
Gallina blanca
Triactive
Imunele
Tune in to purification!
Danone Activia
Overtook the ubiquitous toilet? Gentos. No prostatitis!
Gentos
When kids cough, a blue bear will help them!
Bromhexine
Flatulence has no chance! - Espumisan gives the answer
Espumisan
Where Russia is
Baltika
I am responsible for the quality
Solodov
Beer with cork
Beer Patra
Mister Proper is more fun, the house is clean 2 times faster
Mr.Proper
Pink color. Trust him - and there are no stains
Vanish
Your hippos don't have tummy pains
Plantex
Giving the best
Tchibo
Refresh
Stimorol Ice
Your feet will walk like a Swiss watch
Compression underwear
Your ass is smiling
Sudocrem.
Delight plays big
BMW (New BMW X5. Delight creates record holders)
The bright taste of your circle
Warsteiner beer
I'm as elastic as an eggplant! Buy Tan Ayran
Taxi Saturn - we fight for every client!
Some interesting facts about slogans:
Famous slogan
"Euroset" - prices are just about ... t "
expressed the company's price positioning, but very shocking
way. As a result of an advertising campaign under this slogan, the share of Euroset
in the Moscow cell phone distributor market grew from 2% to 5%.
The giants of the chocolate industry Nestle and Mars were suing in Russia over the copyright of the phrase
"Have a break"
("Pause"). These three words were used in commercials
both companies. At Nestle - Kit Kat chocolate commercials all over the world
("Have a break, have a KitKat" - "Pause, eat Kit Kat"). Mars has -
in Russia for the Twix bar ("Pause - Eat Twix").
Volkswagen for about ten years, without much success, tried to promote
his "beetle" in the US market. In America then powerful, bulky,
"Courageous" cars. And the German concern decided to focus on
that the compact car is easier to park, it is economical and fits perfectly
for a wife-housewife with a child. This idea was expressed in the slogan
"Volkswagen is the best second car for an American family"
... After the advertising campaign, the beetle began to be in demand in the United States.
The ten worst slogans of Russia according to the Sekret Firmy magazine:
Oval - yum!
Mikoyanovsky meat-packing plant
Build the future with the warmth of your soul!
"Sloboda", a line of fat and oil products
Your teeth choose “Rus”!
dental clinic
"Versana" store - there is always what is cheaper
Abitare, house, depot
"Abitare-interior", a network of furniture stores
Honor the Burning Bush and Service 01
Fire department of Moscow
Waste no time - waste years
"Mirra-Lux", cosmetics
Now I am happy with life again, my hearing was returned to my hearing aid!
"Melfon", hearing correction center
The quality is super. The price is very even!
"Astera", shop
Let's not let each other die in Sharm beauty salons
"Sharm", a network of beauty salons
Sometimes large corporations launch their ad campaigns before doing in-depth research on the main slogan or product name. From time to time it gives rise to serious blunders, even to complete failures in product promotion. Twelve of the most popular examples of bad slogan choices.
12. The Scandinavian vacuum cleaner manufacturer Electrolux used the following slogan in the American campaign: “Nothing Sucks like an Electrolux”.
11. Clairol introduced a curling iron called "Mist Stick" and discovered that in Germany the word "mist" is a slang term for "manure". Few people wanted to use a "dung stick".
10. Coors Brewing Company has translated its slogan "Turn It Loose" into Spanish, where it sounds like "Suffer from diarrhea."
9. The Pepsi slogan “Come Alive With the Pepsi Generation” has been translated into Chinese as “Pepsi Brings Your Ancestors Back From the Grave”.
8. When Gerber began selling baby food in Africa, it used the same packaging as in the US, with a smiling baby on the cover. They later found out that because of the very low literacy of the population (many cannot read) in Africa, companies usually put on the cover what is inside.
7. Colgate introduced a paste in France called "Cue", which coincidentally coincided with the name of a famous porn magazine.
6. Frank Perdue's chicken slogan "It takes a strong man to make a tender chicken" has been translated into Spanish as "Only a horny man can make a chicken love."
4. A T-shirt maker in Miami promoted the Pope's visit to the Spanish market with the slogan "I saw the Pope" (el Papa - I Saw the Pope), which in Spanish was "I Saw the Potato" (la papa - I Saw a Potato).
3. The Dairy Association with their super successful "Got Milk?" decided to promote herself in the Mexican market. They soon realized that their slogan in Spanish meant "Are you breastfeeding?"
2. General Motors failed in its bid to promote the Nova in Central and South America. In Spanish "No va" means "Not going".
1. The name "The Coca-Cola" in China was first read as "Kekoukela", which meant "Bite the wax tadpole" or "Horse full of wax", depending on the dialect. After discovering this, the company conducted a study of 40,000 characters to find the phonetic equivalent of their name, and received "kokoukole", which means "Happiness in the Mouth."
