Need tagline examples (non-U.S.)

Posted on Apr 16, 2011

I’m giving a talk on taglines (aka straplines, slogans, buttons) at the International Association of Business Communicators meeting in San Diego in June. Since it is an international audience, I could use more examples, stories, case histories of taglines from brands around the world. We’re just fine with U,S. examples as you can read in our White Paper on the topic.

Do you have examples to share from non-U.S. marketing, from Europe or Asia or wherever you may be? Taglines famous or infamous, successful or un-, long-established or especially clever for products, services, political causes or candidates? I’d love to hear from you. Send examples, stories, links or pictures to

If you’re going to attend the IABC International Meeting, my talk will be Tuesday, June 14. Could you stop by and say hello? Just do it.



  1. David
    April 16, 2011

    Don’t know if this is what you are looking for, but here it goes:

    Don’t kill your wife let us do the dirty work … (from Millbay laundry, Plymouth. UK), or

    Jesus was a carpenter and he’s looking for Joiners.

    Hope that helps,


  2. Camille Isaacs-Morell
    April 17, 2011

    Hello Bob,

    I saw your request for examples of non-US tag lines in the Brand Strategy Discussion Group on LinkedIn. I work with The Standard Life Assurance Company of Canada,, which is a member of the Standard Life Group.

    The company is currently repositioning its brand globally – firstly in its UK operations (our head office is in Edinburgh, Scotland). The Canadian operations will rebrand later this year. The new tag line is ‘The Way Forward.’ The press release announcing the repositioned brand and the new tag line is at the following hyperlink:

    Please feel free to contact me at any time.

  3. dave barbush
    April 18, 2011

    my recent favorite noticed here in Pennsylvania are:
    from Build a Bear Workshops retail stores: “Best friends are made here”
    worst recent one: Callaway golf: “Winners Play Callaway”.

  4. dave barbush
    April 18, 2011

    Now i think you can add Standard Life’s to the naughty list. Sorry Camille. It carries no feature or benefit sentiments. No USP, just good and vague. I also think its been used over and over by countless politicians, if that gives you any idea of the sincerity level.

  5. Ciara Henderson
    April 21, 2011

    Coke is one of the most interesting brands of all time – they manage to adapt and refresh the brand without losing its identity…always coca-cola


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