In advertising and branding, the power of catchy advertising slogans, impactful product propositions on packaging, and successful corporate payoffs is paramount.
These elements are crucial to shaping brand identity, driving consumer engagement, and influencing brand success. From creating memorable phrases that resonate with audiences to exploring brand promotion strategies, we’ll help you uncover the value of a compelling advertising slogan by examining case studies of brands that have transformed their image with just one simple phrase.
What makes an advertising slogan on packaging stand out?
A catchy packaging slogan doesn’t just stick there; it pops out of the box and sticks in your mind. Here are the building blocks for writing a successful one:
- Brevity is effectiveness: Short, punchy slogans are much more memorable. Think of Nike’s “Just do it” or Apple’s “Think different.” They’re easy to recall at the crucial moment of purchase.
- Buzz focused on benefits: The best slogans highlight what the product actually does for the consumer. Instead of just describing it, they promise a solution or sensation. For example, “Melts in your mouth, not in your hand” (M&Ms) clearly communicates a key benefit.
- Emotional connection: Slogans that tap into emotions—happiness, nostalgia, aspiration, trust—create a stronger connection with the consumer. Consider “Silence, Agnesi is speaking.”
- Uniqueness and differentiation: A great tagline sets your product apart. It communicates your brand’s unique proposition concisely and compellingly.
- Clarity and simplicity: A slogan should be easily understandable, even if it is allusive and vague. Avoid slang or overly complex terms.
- Memorability and rhythm: Catchy slogans often use wordplay, rhyme, or a memorable rhythm that makes them almost automatic when spoken.
- Alignment with brand identity: The slogan must be consistent with the brand’s overall personality and values and authentic to the product.
- Intrigue and curiosity: Sometimes, a slogan can arouse curiosity and make consumers want to know more about the product.
- Test of time: Truly successful slogans have staying power. They remain relevant and impactful even as trends change.
Think about the last product you bought because its slogan resonated in your head. What was it about that phrase that caught your attention? As for us, we are fans of “what a world it would be, without Nutella”.
If you don’t mind a little help from AI, here’s a free slogan generator to break the ice.
Shopify Free Slogan Maker:
How it works: Enter a keyword related to your business or product and see a list of slogans.
How to create memorable advertising slogans in different industries
Crafting sentences that connect deeply with your audience is an art that requires finesse and creativity.Emotions are the key to creating slogans that resonate deeply. Use motivating and inspiring language that reaches the heart of your audience and inspires them to take action. Remember, the power of words lies in their ability to evoke emotion and drive meaningful change.
A study entitled “The importance of advertising and its correct design in the value of the brand” emphasizes that advertising slogans, brand names, and logos are key components of a company’s identity. The research shows that slogans can bridge the gap with the public by providing information about the product’s image, building relationships with consumers, and acting as a “hook” that helps customers grasp the connection and distinctiveness of the brand. It also notes that well-designed slogans can promote brand awareness and create or change brand perception.
A compelling message can’t be the same in every industry. What works in the tech world probably won’t apply to the more relationship-oriented healthcare industry. Here’s a breakdown of what generally works best in different industries:
1. Technology:
- Focus: Innovation, revolution, efficiency, forward-looking thinking.
- Messages:
- Highlight cutting-edge features and capabilities: Emphasize how the product or service is new and advanced and solves problems in new ways.
- Highlight speed, performance, and increased productivity: Technological solutions often promise to make things faster and more efficient.
- Position the brand as a leader and visionary: It conveys the feeling of being at the forefront of progress.
- Use clear and concise language (often with technical terms, but explained): Balances technical accuracy with understandable benefits.
- Examples: Apple (“Think Different”), Tesla (“Accelerate the transition to sustainable energy”).
2. Health:
- Focus: Trust, empathy, reliability, patient well-being, competence.
- Messages:
- Emphasizes patient support, closeness, and centrality: It emphasizes the human aspect of healthcare.
- Highlight skills, qualifications, and scientific contribution: It builds credibility and trust.
- Provide clear and reassuring information: Simplify complex medical information.
- Focus on positive health outcomes and improved quality of life: Show tangible benefits for patients.
- Examples: Johnson & Johnson (“We take care of the world, one person at a time.”).
3. Consumer Goods (CPG):
- Focus: Convenience, added value, better lifestyle, emotional connection, sensory experience.
- Messages:
- Highlight ease of use and convenience: Target those with a hectic lifestyle.
- Highlight the value for money: Show affordability or benefits that outweigh costs.
- Connect with consumers’ lifestyles and aspirations: Align your product with how people want to live.
- Appeal to emotions and sensory experiences (taste, smell, touch) to create a desire for the product.
- Examples: Coca-Cola (“Uncork the Happiness”), Nike (“Just Do It”).
4. Food and drink:
- Focus: Taste, quality, health, experience, tradition, sustainability.
- Messages:
- Emphasizes taste, flavor, and culinary experience: Appeal to you have senses
- Highlight ingredients’ quality and production methods: Build trust in the product.
- Focus on health benefits and nutritional value (where appropriate): Target health-conscious consumers.
- Connect with traditions, heritage, or a sense of place: Create a unique story.
- Emphasize sustainable and ethical sourcing: Addresses environmental and social concerns.
- Examples: Lavazza (“coffee is a pleasure, if it’s not good, what pleasure is it?”),Barilla “Where there’s Barilla, there’s home.
Key points for effective brand messaging across all industries:
- Know your audience: Understand their needs, issues, values , and language.
- Identify your unique value proposition (UVP): What makes you different and better?
- Focus on benefits, not just features. Explain what the product/service is for the customer.
- Build trust and credibility: Be authentic, transparent, and keep your promises.
- Stay consistent: Make sure your messages align across all customer touchpoints.
- Adapt to industry trends and regulations: Stay relevant and compliant.
- Test and refine: Continuously evaluate the effectiveness of your messages.
Case Studies: Advertising Slogans That Transformed Brands
In brand transformation, there are shining examples of slogans that have resonated widely and changed the course of entire companies. They inspire, showing us the power a few carefully chosen words can wield. Imagine this: a simple phrase that lights a spark that makes a brand shine, capturing the hearts and minds of the public. From Apple’s “Think Different” to Nike’s iconic “Just Do It,” these slogans are not just words but workhorses that stir something profound within us. These successful slogans are a testament to the fact that words matter in the marketing world. They are not just combinations of letters, but chemical formulas that transform brands into legends and customers into brand ambassadors.
Successful examples of advertising slogans on packaging created with Packly
Today, we want to highlight three case studies of successful slogans printed on packaging designed with Packly that have made a difference for their respective brands.
The first is the renowned fintech unicorn Satispay. Merchants who sign up for their revolutionary mobile payment service receive a Welcome kit. The bright red box features a hashtag with a powerful payoff: “Do it Smart,” consistent with the promise to simplify payments.
Designing and printing boxes on Packly is a smart way to satisfy every packaging need, and we wish our customers continued success, as in the case of Satispay.
The second one is by Superstuff and is the first example of viral packaging. With fun images and a catchy pun highlighted in a yellow circle, Superstuff has been a hit on social media, becoming the most sought-after gadget ever. It is obviously packaged in a perfect box made on Packly.
The third and final case is Pavé, a bakery in Milan that had the revolutionary idea of packaging panettone, the world-famous Italian Christmas cake, in the packaging of a drug. The product’s name, “the jar of love,” and the slogan “for those who love each other badly,” have left customers breathless and made it a must-have for Valentine’s Day.
Find your slogan with the tips and tools we have provided, and design innovative packaging solutions with our versatile platform. You could be the next one to appear in our success stories!
Conclusion
The marketing and branding landscape is constantly evolving. Remember that behind every catchy advertising slogan and every powerful payoff on packaging lies a story waiting to come to life, a message waiting to emerge. So, on your journey of discovery and professional growth, embrace the power of effective communication to shape the future of your business with Packly.
