There are some things money can't buy. For everything else, there's MasterCard

This week’s “Pure Slogan of the Week” is MasterCard’s “There are some things money can't buy. For everything else, there's MasterCard”. Most will associate it with their famous and often hilarious accompanying “Priceless” campaign.

MasterCard is one of the biggest credit card brands across the globe. Since 1997, they have produced their award winning “Priceless” campaigns. To date, it has been re-produced in over 98 countries and in 46 languages. It’s one of the most recognisable marketing campaigns in the world, and one of our favourites.

The campaign came about when MasterCard began working with McCann London in the 1990's. Market research showed that there was a shift away from a value system regarding social status and wealth as the key to happiness. To capitalise on this, McCann’s main purpose was to show that people “lead rich lives, not live richly“.

The result was the “Priceless” ads, showcasing a great combination of humour and heart-warming moments appealing to the consumer on a personal and approachable level. We love it because this clever creative adds trust and an endearing appeal to an industry giant that people would not usually associate these characteristics with.

It’s a perfect example of what great marketing can do for a brand.

"There are some things advertising can't buy. For everything else, there's Pure Media."

#Priceless #MasterCard #PureMedia

“Quality Never Goes Out Of Style”

This week’s “Pure Slogan of The Week” is Levi’s famous “Quality Never Goes out Of Style”.

Levi Strauss & Co. is an international clothing company, founded in 1853 and is known for their iconic brand of Levi's jeans. Over their long history, they have produced a number of memorable television ads, which are quite frankly quintessentially as cool as a cucumber. 

“Quality Never Goes out Of Style” is one of their most well knows slogans, its use dating back to the 1980's. It has helped define Levi's as the number one Jean brand and to be honest, we couldn't agree more. Levi's have always offered a fantastic quality of Jean.

The slogan is straight to the point and true to the style of Levi's. It promotes the promise of an endless classic wardrobe essential that is worth every penny.

#PSoTW

A Diamond is Forever

Halfway through the wedding season it seems natural for our ‘Pure Slogan of The Week’ to be De Beers' “A Diamond is Forever”, after all it was voted the best advertising slogan of the 20th century by Advertising Age. 

De Beers was founded in 1888 by an influential businessman and politician, Cecil Rhodes, financially supported by the Rothschild family.

The name De Beers originated from two brothers whose land proved to be a highly resourceful mine. Since their property had already been sold when the diamond reserves were discovered, their family name was adopted to honour them for their involuntary contribution.

In 1947 copywriter Frances Gerety crafted the slogan as a part of De Beers' attempt to emotionally capture consumer demand. 

Aimed at luring romantics with emotions of love and commitment (similar to those of wedding vows), the 'Forever' in the slogan has helped establish De Beers' as the go to brand for diamond rings. 

Because we're worth it

Arguably one of the most iconic lines in advertising our “Pure Slogan of The Week” is L’Oreal’s "Because you’re worth it". The slogan itself has had a fascinating journey and has very much embodied female empowerment to its consumers over the past four decades.

L'Oréal's classical slogan actually started as "Because I'm worth it" in the early 1970s. In the mid-2000s, this was changed to "Because you're worth it" and 2009 this was then updated to "Because we're worth it".

Following work from consumer psychologist Dr. Maxin Titorenko, it was argued that the term “we” led to the consumer feeling a greater involvement with the L’Oreal brand and in essence the feeling of becoming part of the L’Oreal community.

With the appearance of celebrity brand ambassadors such as Cheryl Cole, Eva Longoria, Aishwarya Rai, Penelope Cruz and Beyounce, L’Oreal has been able to enhance the impact of their slogan with role models to represent them to their consumers.

With the clever use of wording one has to admire the power and impact that this tagline has and that is why we have chosen it as our “Pure Slogan of The Week”. We’re so worth it!

Success. It's a mind game.

This week’s selection for The Pure Slogan of The Week Tag Heuer’s classic 1995 campaign “Success. It’s a mind game.”

It’s not often that a luxury brand advertises with a slogan that could be translated into everyday career and life advice. It’s a trend that Tag Heuer have maintained with more recent slogans, such as the current “Don’t crack under pressure.”

The 1995 campaign won 15 of the most prestigious advertising awards in the world, and started a tradition of using sports stars in a way that was accessible.

The best bit about the slogan – it makes you think that you too can achieve the levels of success enjoyed by the celebrities sporting Tag Heuer timepieces. 

The ultimate driving machine

This week we've selected BMW's slogan 'The ultimate driving machine' as our Pure Slogan of The Week. 

Perhaps one of the most familiar slogans amongst manufacturers around the world, BMW's tag line has provided a unique selling point over the last century, making BMW's mark on the industry with a firm foot to the floor.

The famous slogan came from the ambition to target the 'creative class' and engage drivers in something that was not only an auto-mobile but the elite of the elite.

Yet BMW were speculating whether to park the famous slogan, replacing it with 'A Company of Ideas' - doesn't quite compare with the punchy, masculine tone of 'The ultimate driving machine' does it?

As it turns out, BMW decided to keep the famous tag line, in our view, steering the company in the right direction, keeping the heritage of the brand and that sense of accomplishment for anyone who can say "I drive the ultimate driving machine".

Good things come to those who wait.

This week we've chosen Guinness as our Pure Slogan of The Week for its purely iconic ad which depicts that rush of adrenaline and anticipation we all experience while eagerly awaiting the perfect moment to taste the goodness of our first sip.

The dry stout was crafted in the famous brewery of Arthur Guinness at the St. James’s Gate, Dublin, and is most memorable for its dark colour and unique flavour, which we all recognise from Harp logo (adopted in 1862 by the then proprietor, Benjamin Lee Guinness).

Surfing with horses and sipping a cool Guinness sounds like the perfect way to spend a weekend. See you at the beach!

Guinness’s iconic stature is partly due to its advertising, where the most notable and recognisable series of advertisements were created by S.H. Benson. Benson created posters that included iconic Guinness slogans such as; ‘’Guinness for Strength’’, ‘’Lovely Day for a Guinness’’, ‘’Guinness Makes You Strong’’, ‘’My Goodness My Guinness’’, and most notably, ‘’Guinness is Good for You’’.

1929

1936

And of course, who could forget this ad from the 90s featuring Joe McKinney...

JUST DO IT.

This week we've selected Nike's inspirational slogan, 'JUST DO IT.' as the Pure Slogan of The Week.

The Nike brand was founded in 1964 by track and field coach Bill Bowerman and runner Phillip Knight, as Blue Ribbon Sports, until it officially became Nike Inc. in 1971, taking it's name from Nike, the Greek Goddess of Victory.

Today's slogan 'JUST DO IT.' was shockingly inspired by serial killer Gary Gilmore, who fearlessly said "Let's do it" just before he was executed by a firing squad in 1977.

Pure Slogan of The Week "JUST DO IT." 

@Nike #PSoTW #Nike #Slogan #justdoit 

Check out this dude taking his Air Max for a run in the first 'JUST DO IT' TV advert.

Nike's earliest, memorable slogan, 'THERE IS NO FINISH LINE.' quite literally 'pushed boundaries' and paved the way for the advertising aesthetics of Nike today.