“More for You”

“Be more dog” ditched for “more for you”. O2 claim that their Priority scheme is the ‘gift that keeps on giving’. The scheme provides customers with access to daily gifts, concert tickets 48 hours before their general release, tickets to movie premieres and (most importantly) food & drink deals. O2 Priority gives people added value, hence the “More for You” slogan.

They have been the headline sponsor of the England rugby team since 1995, and in 2003 launched a mobile video service offering customers to download or stream video content related to the 2003 Rugby World Cup (Pretty good year to do that, right?). In 2005, Telefónica O2 prolonged their association in rugby union, signing a new deal with the England rugby team and the Rugby Football Union (RFU).

Last week England secured a historic series victory in Australia with a heroic performance in Melbourne. The victory is so prominent because it is Englands first series win on Australian soil. Quite a remarkable accomplishment for a side, who hasn’t changed too considerably, that didn’t make it out of the group stages in their own Rugby World Cup less than 7 months ago.

#PSoTW

#O2

#MoreForYou

Never Hide

Ray-Ban was founded in 1937, originally by Bausch & Lomb, and sold to Luxottica Group in for a reported $1.2bn in 1999. Famous for their timeless and classic Aviator and Wayfarer styles - and worn by many famous faces including Bob Dylan, Tom Cruise, Michael Jackson, Audrey Hepburn and John F Kennedy - Ray-Ban sunglasses have always been a quintessential fashion item.

In 1983, Tom Cruise was seen in the film ‘Risky Business’ wearing a pair of Wayfarers and that year, the sales of Ray-Ban increased by 50%. Three years later, he was seen sporting Aviators in films such as ‘Top Gun’ - which led to a 40% increase in the sales of Ray-Ban’s.

The Ray-Ban ‘’Never Hide’’ campaign was launched in 2007 – and was aimed at encouraging people to live their lives with originality, authenticity and without fear of being judged; something which can be transferred easily into any walk of life. It was a refreshing move, making the brand seem more attractive to the younger generation – to place them ‘’at the centre of attention, beyond trends, transcending time.’’

#PSoTW 

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

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.

 

It's finger lickin' good!

To celebrate all the brilliant advertising slogans over the years we are introducing 'Pure Slogan of The Week', kicking off with that all time favourite KFC tag.

Pure Slogan of The Week @KFC_UKI #KFC #ItsFingerLickinGood #99pVIP #Lunch #PSoTW