Praetorian Marketing has recently seen that Heinz, makers of Baked Beans since 1886 have reached number one in a poll of top 20 slogans with their advertising slogan ‘Beanz Meanz Heinz’.
The well-known Heinz slogan, which is actually over 40 years old, was voted number one as part of a poll ran by Creative Review magazine. The Heinz slogan, which was masterminded over a pub lunch in the 60’s, has contributed largely to Heinz becoming household name over recent decades.
The top three entries in the poll also included sports brand Nike with the short and sharp ‘Just do it’ which came in second place. In third was Ronseal, with the simple yet very effective ‘Does exactly what it says on the tin’. In fourth place was ‘Make love not war’, origins unspecified.
The entries spanned decades, with the earliest being ‘Liberte, Egalite, Fraternite’ which has been the official national motto of France since 1789. The most recent of the slogans to make it into the top 20 was Apple’s 1997 slogan ‘Think different.’
Praetorian Marketing was hardly surprised by many of the slogans that made it into the list, although admittedly the entry at number 20 came as a bit of a shock. Millwall FC fans took the number 20 slot with their defiant chant from the 1970’s, ‘No one likes us, we don’t care’. Less surprisingly, the top 20 included Tesco with ‘Every little helps’ at number five and Confectionary giants Nestle with ‘Have a break. Have a KitKat’, which made it to number six.
KFC’s ‘It’s Finger lickin’good’, ‘Snap, Crackle and Pop’ from Kelloggs, ‘It’s the real thing’ from super brand Coca Cola and the clever and very true ‘You either love it or hate it’ by Marmite also made the top 20. At 12 was a favourite of Praetorian Marketing, ‘Keep calm and carry on’. The HM government slogan has become the height of fashion once again recently, particularly in light of the royal wedding. Cosmetics giant L’Oreal made it to number 15 in the list with ‘Because I’m worth it’, a phrase helped along in popularity by the many famous beauties who have uttered it over the years.
Praetorian Marketing was intrigued by the popularity and longevity of the slogans. Seeing similarities between the slogans, Praetorian Marketing started to wonder whether or not there was a specific formula to writing a winning slogan.
A Praetorian Marketing spokesperson commented,
“The one thing that each of the slogans has in common is that they are all simple, yet effective. They are catchy and memorable, leading the consumer to then link each phrase directly to the specific product, allowing the slogan to serve its purpose successfully. Sometimes not taking yourself too seriously as a brand can work to your advantage, when done properly. The tongue in cheek, tell it as it is Marmite slogan and accompanying adverts prove this, just look at the results they’ve achieved!”
The spokesperson added,
“At Praetorian Marketing we specialise in brand representation, taking an existing brand and outsourcing their products and services in order to broaden their customer spectrum. A great slogan or advertising campaign can really help, as when a brand achieves status as a household name, customers know, trust, even love the brand. This makes them more likely to buy into the latest product or service.”
