Examples of unsuccessful slogans. Slogan for advertising: the best and worst examples. How to come up with a successful advertising slogan? Your teeth choose "Rus"

Sometimes large corporations launch their ad campaigns before doing in-depth research on the main slogan or product name. From time to time this gives rise to serious bloopers, even to complete failures in product promotion. Twelve of the most popular examples of bad slogan choices.

12. The Scandinavian manufacturer of vacuum cleaners 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. Later, they 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 suffered a complete fiasco in trying 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."

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. Presents
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"
... Within the framework of the campaign "Aromagy brings together" from JWT Russia at the 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 with 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 young 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."
Sloboda mayonnaise is advertised under this slogan 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
washing powder Unfortunately, Persil is unknown to us. And this slogan
has long been a proud response to the common folk phrase “Once
- not..." Russian reality does not forgive use
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 Swiss Watches
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!
Several 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 promotions under this slogan the share of Euroset
on the Moscow distributor market cell phones increased from 2% to 5%.

The giants of the chocolate industry Nestle and Mars were suing in Russia over copyright for 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 -
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 small car is easier to park, it is economical and fits perfectly
for a housewife with a child. This idea was expressed in the slogan
"Volkswagen is the best second car for an American family"
... After advertising campaign"Beetle" in the United States began to be in demand.
The ten worst slogans of Russia according to the Sekret Firmy magazine:

Oval - yum!

Mikoyanovskiy 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 me by the 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

"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 construction 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 campaign “Aromagia Bringing Together” from JWT Russia, Jacobs coffee has such a slogan. According to the idea, it was supposed to convey the value of personal communication in comparison with the telephone, but as a result, it turned out to be clumsy and evokes thoughts of biomechanical experiments.

"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 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 received 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 Girlfriends” 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 style. 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:

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 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 copyright for 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 Sekret Firmy magazine:

Oval - yum!

Mikoyanovskiy 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 me by the 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 fan 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 (Mosquito)
• 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
• Hi. Live orange juice

Hygiene products 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 ground
• 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 it easier to understand
• 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. Already want!
• 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?

Technique

• Indesit. We work, you rest
• Reliable Appliances exists. 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 marketing strategy and be a 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