Some notable British and American advertising slogans

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Slogans promoting products and services

Access takes the waiting out of wanting

Access credit card, UK,c.1973

Access—your flexible friend

Access credit card, UK,1981

I like Aeroplane Jelly…Aeroplane Jelly for me,

I like it for dinner, I like it for tea

Originally sung by five-year-old Joy King, it began in 1938and was in use in the 1980s

That'll do nicely, Sir!

Television advertisement for American Express card, UK, late 1970s onwards

Don't leave home without it

American Express card, USA,1981

Apple—The Power to Be Your Best

Apple Corporation, USA,1986

You too can have a body like mine

Charles Atlas body-building courses

The greatest show on earth

Barnum and Bailey's circus, from1881

Worth a guinea a box

Beechams pills,c.1940

That's a h**1 of a way to run a railroad!

Slogan for the Boston and Maine Railroad, derived from a cartoon,c.1932, showing two trains about to collide. A signalman comments: Tch-tch—what a way to run a railroad!

Bounty—The Taste of Paradise

Long-running slogan for Bounty chocolate bars

Alas! My poor brother

Caption to a picture of a sorrowful bull looking at a jar of Bovril meat extract,1896

The two infallible powers. The Pope and Bovril

Bovril meat extract, late 1890s

I hear they want more

One apprehensive bull to another,1903; Bovril meat extract

Bovril—prevents that sinking feeling

Bovril meat extract,1920

Let the train take the strain

British Rail,1970

Inter-City makes the going easy, and the coming back

British Rail, from1972

This is the age of the train

British Rail,1980

We're Getting There

British Rail, 1980s

It's good to talk

British Telecom,1994

And all because the lady loves Milk Tray

Cadbury's Milk Tray chocolates,1968onwards

Everyone's a fruit and nutcase

Cadbury's Fruit and Nut chocolate,1964onwards

Perfume worth 9 guineas an ounce

Camay soap,c.1956

You'll look a little lovelier each day

With fabulous pink Camay

Camay soap,c.1960

Milk from contented cows

Carnation Milk,1906

Is it true…blondes have more fun?

Lady Clairol,c.1965

It's the real thing


I'd like to buy the world a Coke


Things go better with Coke


Cool as a mountain stream

Consulate menthol cigarettes

If we don't have the lowest fare, we probably don't fly there

Continental Airlines, USA

Don't just book it—Thomas Cook it

Thomas Cook Travel Agents

Thank Crunchie it's Friday

Crunchie chocolate bars

Trust Dettol to protect your family's health

Dettol antiseptic/disinfectant,1978

Kills all known germs

Domestos bleach,1959

I'm only here for the beer

Double Diamond beer

Drinka Pinta Milka Day

British Milk Marketing Board,1958

Go to work on an egg

British Egg Marketing Board

Happiness is egg-shaped

British Egg Marketing Board

You can rely on the lion

British Egg Marketing Board

The Esso sign means happy motoring

Advertising jingle for Esso, UK, 1950s

Put a tiger in your tank

Esso, USA,1964

You only fit double glazing once, so fit the best

Everest Double Glazing, UK

Now hands that do dishes can be soft as your face

Jingle for Fairy washing-up liquid

Say it with flowers

Advertisement for the Society of American florists, late 1920s

High o'er the fence leaps Sunny Jim

‘Force’ is the food that raises him

Force breakfast cereal,1903

They're g-r-r-r-eat!

Long-running slogan for Kellogg's Frosties cereal

Desperation, Pacification, Expectation, Acclamation, Realization

Fry's Chocolate, UK, post-First World War, on advertisements featuring the ‘five boys’

The greatest motion picture ever made

Promotional slogan for the film Gone with the Wind, 1939

Guinness is good for you

Guinness, c.1930s

My goodness, my Guinness

Guinness, c.1930s

Pure Genius


Don't be vague—ask for Haig

Haig whisky,c.1936

Happiness is a cigar called Hamlet

Hamlet cigars, UK

Does she…or doesn't she?

Clairol, 1950s

If you want to get ahead, get a hat

UK Hat Council,1965

Heineken refreshes the parts other beers cannot reach

Heineken lager,1975onwards

Beanz means Heinz

Heinz baked beans

Make today a Heinz Souperday

Heinz soups,1968

Let Hertz put you in the driver's seat

Hertz car rental,1962

It beats as it sweeps as it cleans

Advertising slogan for Hoover vacuum cleaners,1919

Horlicks guards against night starvation

Horlicks milk drink

It's fingerlickin' good

Kentucky Fried Chicken Co., USA, 1950s

You press the button, and we'll do the rest

Kodak cameras and film

Never knowingly undersold

John Lewis stores,c.1920

The mint with the hole

Life-Savers, USA,1920; Rowntree's Polo mints, UK, from1947

Lucozade refreshes you through the ups and downs of the day

Beecham Foods,c.1978

Nine out of ten screen stars use Lux toilet soap

Lux soap, USA, late 1920s

Out of the strong came forth sweetness

Lyle's Golden Syrup; from the Bible, Judges 14:14

Test drive a Mackintosh

Apple Corporation, USA,1984

Chocolates with the less fattening centres

Maltesers chocolates, UK,1965

A Mars a day helps you work, rest and play

Mars bars, from1960

The right one

Martini, UK,1970

Any time, any place, anywhere

Martini, UK, 1970s

For Mash Get Smash

Smash instant mashed potato

Good to the last drop

Remark made by Theodore Roosevelt,1907, about Maxwell House coffee; later used as an advertising slogan

Just Do It


Murray Mints! Murray Mints!


Advertising jingle for Murray Mints, UK, from late 1950s

Naughty but nice

Slogan promoting the sale of cream cakes

All human life is there

Slogan promoting the News of the World

Mean! Moody! Magnificent!

Promotional slogan for the film The Outlaw, 1943

We are the Ovalteenies

Happy girls and boys

Advertisement for Ovaltine

Oxo is British—Made in Britain—By a British Company—with British Capital and British Labour

Early advertising slogan for Oxo, UK

Oxo gives a meal man-appeal


Ask the man who owns one

Packard, USA,1902

Keep that schoolgirl complexion

Palmolive Soap,1917

Since when I have used no other

Pears Soap,1884

He won't be happy till he gets it

Pears Soap

Top breeders recommend it

Pedigree Chum dog food, UK,1964

The tea you can really taste

Brooke Bond PG Tips

P-p-p-pick up a Penguin

Penguin chocolate biscuits

You'll wonder where the yellow went

When you brush your teeth with Pepsodent

Advertising jingle for Pepsodent toothpaste, USA, 1950s

Persil washes whiter—and it shows

Long-running Persil soap powder slogan

Everything you hear is true

Pioneer hi-fi equipment, 1970s

Player's please

John Player and Sons cigarettes

What is home without Plumtree's Potted Meat? Incompleat [sic]

Early 1900s

Someone, somewhere wants a letter from you

Post Office campaign, 1960s

Snap! Crackle! Pop!

Kellogg's Rice Crispies, USA,c.1928

It's a lot less bovver with a hover

Qualcast Lawnmowers, UK

Don't forget the fruit gums, Mum

Rowntree's Fruit Gums,1958onwards

Have a break, have a Kit-Kat

Rowntree's Kit-Kat chocolate bars, fromc.1955

They laughed when I sat down at the piano. But when I started to play!

Advertisement for the US School of Music, 1920s

Sch…you know who

Schweppes mineral drinks, 1960s

Some day all watches will be made this way

Slogan used by Seiko for its first quartz watches, late 1960s

Man invented time—Seiko perfected it

Seiko watches, 1980s

Complete satisfaction or your money cheerfully refunded

Selfridge's department store

The customer is always right

Selfridge's department store

You can be sure of Shell

Shell UK,c.1931

Senior Service satisfy

Senior Service cigarettes

Every picture tells a story

Advertisement for Sloane's Backache and Kidney Pills, showing someone bending over in pain

Can you tell Stork from butter?

Stork margarine

You're never alone with a Strand

Strand cigarettes

Tell 'em about the honey, Mummy

Kellogg's Sugar Puffs

Tetley make tea-bags make tea

Tetley's tea

Top people take the Times

Slogan promoting The Times newspaper,1957

Which twin has the Toni?

Toni home perms, USA,1951

Treats. Melt in your mouth, not in your hand

Treats chocolates

Tunes help you breathe more easily

Tunes throat lozenges

Virginia is for lovers

Tourist board slogan, Virginia, USA

You've come a long way baby

Virginia Slims cigarettes

Think small

Volkswagen, USA, fromc.1959

Stop me and buy one

Wall's ice-cream,1922

They came as a boon and a blessing to men,

The Pickwick, the Owl, and the Waverley Pen

Waverley pens

Where's the beef?

Wendy's Hamburgers

Breakfast of champions

Wheaties cereal, USA,1950

Eight out of ten cats prefer Whiskas

Whiskas catfood, 1970s

We're with the Woolwich

Woolwich Equitable Building Society, UK, from late 1970s

Nothing over sixpence

Woolworth stores, UK, from1909

Let your fingers do the walking

Yellow Pages, from American Telephone and Telegraph Company, 1960s

Slogans promoting political parties and social change

One man, one vote

Campaign run by Major John Cartwright (1740–1824) against plural voting

No taxation without representation

In use before the American War of Independence,1775–83

Liberté! Egalité! Fraternité!

Liberty! Equality! Brotherhood!

French Revolution,1793

Ulster will fight, and Ulster will be right

Ulster Volunteers opposed to Irish Home Rule,1913–14, from a letter by Lord Randolph Churchill,1886

Votes for Women

Suffragette Movement, 1905, in Emmeline Pankhurst, My Own Story (1914)

Are we downhearted? No!

World War I, based on a remark of Joseph Chamberlain

Your King and Country need you

World War I

Kraft durch Freude

Strength through joy

German Labour Front,1933

Ein Reich, Ein Volk, Ein Führer

One realm, one people, one leader

Nazi Party,1934

Dig for victory

Ministry of Agriculture,1939

Is your journey really necessary?

World War II

Careless talk costs lives

British Ministry of Information, World War II

A bayonet is a weapon with a worker at each end

Pacifist movement,1940

Coughs and sneezes spread diseases

Ministry of Health,c.1942

No names, no pack drill

Used frequently in both World Wars

With thumb in bum and mind in neutral

US Navy catchphrase, 1940s

Fair shares for all

Labour Party; devised by Douglas Jay,1946

The family that prays together stays together

Devised by Al Scalpone for the Roman Catholic Family Rosary Crusade,1947

I Like Ike

US button badge, first used in1947, to support Eisenhower

Keep Britain tidy

British government, 1950s

Ban the bomb

Current from1953onwards. Made famous by the CND

Better red than dead

British nuclear disarmament movement; ‘Better dead than red’ was also in common use

Life's better with the Conservatives

Conservative Party,1959

Make love, not war

Common in the mid-1960s

Flower Power

Hippy slogan, 1960s

Let's go with Labour

Labour Party,1964

In your heart you know he's right

Goldwater Presidential campaign,1964

Don't ask a man to drink and drive

Road safety campaign,1964

Thirteen Wasted Years

Unofficial Labour Party slogan prior to1964General Election

Prosperity with a Purpose

Conservative Party,1964

Let's Go With Labour For The New Britain

Labour Party,1964

Think For Yourself—Vote Liberal

Liberal Party,1964

Black is beautiful

US civil rights movement,1966

I'm backing Britain

Slogan,1968; campaign to support UK economy after devaluation of sterling

Would you buy a used car from this man?

Campaign slogan directed against Richard Nixon,1968

Power to the People

Black Panther movement,1969

Out of the closets and into the streets

Gay Liberation movement, USA,c.1969

Burn Your Bra

Attributed, erroneously, to the feminist movement, USA, 1970s

It smells like you're kissing an old ashtray

Health Education Council anti-smoking campaign,c.1970

Yesterday's men (they failed before!) [Of the Conservatives]

Labour party,1970

What a Life!

Liberal Party,1970

A Better Tomorrow

Conservative Party,1970

Now Britain's Strong—Let's Make It Great To Live In

Labour Party,1970

Clunk, Click, every trip

Road safety campaign promoting the use of seat belts,1971

Dull it isn't

Recruiting advertisement for the Metropolitan Police,1972

England Expects—Scotland's Oil

Scottish National Party,1973

Let Us Work Together

Labour Party,1974

Change the Face of Britain

Liberal Party election manifesto,1974

Putting Britain First

Conservative Party,1974

Scotland a Nation Once Again

Scottish National Party,1977

Labour isn't working

Conservative Party,1978

Lavorare meno—Lavorare tutti

Work less—work for everybody

From a collection of slogans used by students and workers during the 1970s demonstrations

Be all you can be

Scottish Health Education Council, 1980s

Choose Life, Not Drugs

Scottish Health Education Council, 1980s

Britain is Great Again, Don't Let Labour Wreck It

Conservative Party,1987

Don't Die of Ignorance

Department of Health Aids campaign,1987

Meet the Challenge, Make the Change

Labour Party,1989

Green Policies in a Nutshell

Green Party,1992

Independence in Europe: Make It Happen Now

Scottish National Party,1992

Changing Britain for Good

Liberal Democrat Party,1992

It's Time to Get Britain Working Again

Labour Party,1992

The Best Future for Britain

Conservative Party,1992

Good Health is Good Business

Health and Safety Executive, 1993

From A Dictionary of Marketing in Oxford Reference.

Subjects: Marketing.

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