Claims are the ones you remember the most and stay in your memory because they are perfectly identified with a certain brand.
Can you tell us any of them? I’m sure you do, because they are everywhere, both in the media and in our streets. Not all of them have been devised by creatives but, depending on the situation and the briefing, the claim has arisen in different contexts.
I bet you remember many of the ones I’m going to talk about in this post. But first I’m going to explain what a concept, a slogan, a claim, a tagline and a copy are and the differences between them.
The idea that comes from the creative strategy as the central idea with which we want to transmit the essence of what the brand is and what differentiates it, is called concept. It is what we want to tell based on emotion or reason to get closer to our users.
A powerful concept drives the march towards new perspectives towards the how, through its maximum synthesis reflected in a slogan, claim, tagline.
A slogan is a phrase used in certain advertising campaigns to define a product or service. How is it different from a tagline? The latter is used to define the brand itself. It is true that sometimes there have been claims that have been so successful that they have become the most significant slogan of the brand.
The element that marks the direction and makes visible what the brand represents, its essence, its values and its value proposition is a tagline. Its main characteristics are that it is designed from a strategic and long-term point of view.
Finally, copy is a text that accompanies graphic campaigns to reinforce advertising. It is used to make the consumer buy a certain product.
Below, I’m going to analyze 5 of the best slogans in history and rank them according to what they are.
The famous tagline “1880, the most expensive nougat in the world” of Turrones Almentra y Miel emerged in 1965. It was when Juan Antonio Sirvent Selfa, the grandfather of the current owner of the Alicante factory traveled to Paris and tried to convince him in a store to buy there with the phrase “A gentleman as distinguished as you, must wear the most expensive garment”. He liked the idea of turning exclusivity into an attraction so much that on his return to Spain he registered the idea. The result? Since then, every Christmas, the whole country remembers which is the most expensive nougat in the world and also the best.
Another ad we do not forget is the 1972 Tenn ad with sutagline “Cotton doesn’t cheat” that remains for several generations and has become a claim to be remembered and associated with Tenn for a long time. It was designed for Tenn’s first universal cleaner and is linked to the brand and has stood the test of time.
Not to mention Craig Tanimoto’s creation for Apple in 1997 based on IBM’s “think” campaign, its main competitor. With the claim “Think different” Apple managed to triple its value shortly after its launch, receiving numerous awards.
Or like BWW’s pioneering ad in 1999 that said “Do you like to drive?” it came about as a twist on the slogan “The pleasure of driving” that had been with the company for more than a decade. It was intended for a specific campaign in which for the first time an automotive brand created advertising in which it did not show any car, nor did it talk about its technical characteristics. The result? Nobody forgets the ad and what started as a slogan, ended up being the brand’s claim.
Finally, Adidas in 2004 together with the Dutch advertising agency 180 Amsterdam created “Impossible is nothing” representing the difficulty of the challenges that athletes face. Therefore, the ads featured sports stars, all pointing out the impossible challenges they had set themselves and had managed to achieve. The result of the campaign was a slogan that managed to transcend the limits of the campaign to become a philosophy of life for athletes.
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