After a few blogs all about slogans I’ve come across a few great slogans and a slew of “good enough” slogans. I hadn’t seen too many of what I’d call really bad slogans. For some reason I expected early on that most slogans would be bad. That’s probably naïve knowing that companies spend tons of money paying people to come up with a few words that make their company that much more memorable. So I went in search of some truly awful slogans. My criteria was 1) If after seeing the company name and products, did the slogan make sense to me and 2) Did it seem it put a positive spin on the company and or products i.e. could I see people wanting to buy the product more after seeing the slogan. The following are slogans that failed my criteria.
“Thank you for your support.” – Bartles and Jaymes. OK these are wine coolers. After drinking a wine cooler do I really want to start supporting a wine cooler company? This makes no sense to me. Do I need support after drinking a wine cooler? Maybe. I just don’t get it. It makes it sound like they are a charity and Bartles and Jaymes needs your help to cure sobriety. Please support their cause, have a wine cooler…. Stupid.
“Look Again.” – Holiday Inn. I travel a lot for work. Trust me, you do not want to start looking closer at your hotel room. Ignorance is bliss. Unless you are the first person to ever to touch anything in a hotel room, the last thing you want to do is starting looking for things because you WILL find something that grosses you out. I do not want to picture anybody that’s been there before me.
“I’d walk a mile for Camel.” – Camel Cigarettes. My guess is that heavy smokers don’t really want to walk much to get their smokes. They wouldmuch rather just have them at their disposal and not worry about when they are going to be a mile away. And they’d probably bum a different brand just for the walk to go get their brand. Why would any company talk about what the barriers a customer has just to get their brand? Especially when they link physical activity to a product that hinders physical activity.
“Nothing Sucks Like Electrolux.” – Electrolux vacuums. OK this one is funny. But 99% of the time when people use the word “sucks,” they are saying it in a negative manner. And there’s nothing funny about vacuuming. It’s a chore and it sucks. So instead of making the job easier Electrolux just reminds people how much vacuuming sucks. Nice going Electrolux…NOT.
“Believe.” – Yahoo Personals. Hmmm….Believe personal ads from anonymous sources. Yep, that sounds like a smart and safe thing to do. Why should I believe Yahoo? Did Yahoo screen these people? Can I have their personal records? Believe? I think I’ll ask more questions.
The problem with slogans is getting them to the target audience and read correctly. I may not have been the target audience for these products but I’m sure that they still weren’t read how the company intended by many people. Next time you are creating a slogan think about how it could be read negatively. Sort of like when parents are naming their children. Huckleberry Finn’s parents didn’t run his name through the “name song” before writing it on the birth certificate. Huck huck bo-buck. Banana-fana fo-……. Use common sense people!