How did a slogan turn a fast-food order into a promise of total control?
Image: Sergiu Bretea
One of the world’s most famous slogans came from a death row sentence . Another arose from observing soldiers eat chocolate that wouldn’t melt during the Spanish Civil War. And one turned a fast-food order into a promise of total control. Check out these 10 slogans and the incredible secrets behind them.
1
I’m lovin’ it
McDonald’s tapped into the 2003 zeitgeist with its slogan "I’m lovin’ it," one of its most enduring campaigns. It also has a catchy tune originally produced by Pharrell Williams, and Justin Timberlake was paid millions to sing the first radio edit and make it cool.
The catchphrase hits home because it focuses on happy emotions we can all relate to. The active grammar of "I’m lovin it", instead of the passive "I love it", implies an ongoing pleasurable experience, not just one isolated bite .
2
Just do it
How many times have we renewed our New Year’s resolutions, promised to start going to the gym, or get outdoors as soon as spring arrives? But actualizing our ambitions isn't as easy as it sounds.
That’s exactly what Nike captured so well in its iconic slogan, "Just do it", because it motivates action, inspiring a resilient and go-getter attitude. But the origin story is darker than most people know. It was Gary Gilmore, a convicted murderer, who uttered the words "Let’s do it" before his execution in 1977 . Advertising executive Dan Weiden later said that that blunt line inspired the slogan.
3
Maybe she's born with it, maybe it's Maybelline
It’s natural to wonder about the beauty secrets of celebs or people we know. They could be genetics, a healthy lifestyle, or a skin-care routine. Whatever it may be, when we admire someone’s look, we want to find out how they do it.
That’s why this slogan, introduced in the 1990s by the cosmetic brand, works so well. It cleverly leaves room for doubt: maybe it’s natural beauty, or maybe it’s the product . Either way, it connects directly to the desire for effortless, flawless beauty.
4
Think different
Who hasn’t felt different at some point? And being different is often perceived as a negative. Apple flipped the idea, asserting that those who don’t fit in are the ones who change the world ; they are the true visionaries, the rebels and the geniuses.
This two-word slogan, "Think different", used by Apple from 2002 to 2007 and created by art director Craig Tanimoto, appeals not just to what you buy, but to who you become by buying it . The audacious campaign even invoked such history-making icons as Albert Einstein and Martin Luther King Jr. It’s also believed to be a response to IBM’s "Think," adding boldness by even breaking grammar rules (since "Think differently" would be technically correct).
5
Like a good neighbor, State Farm is there
Have you ever run out of sugar and knocked on your neighbor's door? Or has a neighbor fed your cat when you’re away? At the end of the day, everyone wants a good neighbor .
State Farm, one of the largest insurance companies in the U.S., turned a faceless corporation into a helpful friend next door through this jingle, created by Barry Manilow in 1971. It is still widely used today, alongside the "Jake from State Farm" character.
6
Have it your way
Wanting things our way is one of the most universal human desires. But from a young age, we’re taught the opposite: that not everything can go our way and we need to adapt.
Burger King promises the opposite: at this eatery, you can "Have it your way" . Introduced in 1974, it emphasizes customization by letting customers choose their toppings and make the burger their own; turning it into a promise of choice, like no pickles or extra sauce. Here, at least, buyers are the boss.
7
Built Ford Tough
When it comes to vehicles, durability matters, especially over long distances, in tough conditions, and through unpredictable weather.
That’s why this slogan, introduced in 1979 for the Ford F-series, was so effective. It highlights endurance and reliability, while elevating the brand to a whole new level of toughness , asserting that Ford stands out from the rest.
8
Melts in your mouth, not in your hands
Even if we’re not that hungry, thinking of our favorite treats can make our mouths water. This slogan is a good play on this reaction, although its origin is unexpected.
"Melts in your mouth, not in your hands" is the 1954 catchphrase promoting M&M’s candy-coated chocolates. The outer shell is what keeps it from melting, letting you enjoy it without the sticky mess. Reportedly, it was during the Spanish Civil War (1936 -1939) that the creator, Forrest Mars, saw soldiers eating a chocolate pellet that wouldn’t melt in the heat. In fact, during World War II, M&M’s were sold exclusively to the US military for this reason .
9
Don't leave home without it
Getting ready to head out the door is no simple task. Even today, we double-check essentials like keys, wallets, and more.
American Express made a fantastic play on this in its 1975 slogan, first coined by advertising legend David Ogilvy for traveler's checks. Although at first glance it’s simple travel advice, it subtly suggests worldliness, wealth, safety, and security; ultimately making people feel that traveling without the card is simply a bad idea .
10
Can you hear me now?
How many times have you asked this during a call, a Zoom, or a FaceTime? A bad connection leads to poor communication, and Verizon turned that frustration into a memorable message.
Launched in 2002, "Can you hear me now?" reminds us of all the times we’ve asked this question when trying to talk with someone, highlighting signal reliability over cheaper plans. The actor Paul Marcarelli was featured in various locations across the country yelling the question and, after a pause, saying, "Good" . The catchphrase and Marcarelli became so well known that people would shout it at him in real life, and, allegedly, even at his grandmother's funeral.
