Taglines are probably the second most noticeable element of a business identity. With just a few words, a tagline must be understandable, summarize the product or service offering, build trust, or incite to buy.

If like chom chom advertising, you are looking for a tagline for your business, here are some of the most famous punch lines. The list is an update from Eric Swartz 2005 list at Tagline Guru.

1. 3M    Innovation
2. 7-Up    The uncola
3. Acura    The road will never be the same
4. Adobe    Better by Adobe
5. Aflac    Ask about it at work
6. AIG    We know money
7. Ajax    Stronger than dirt
8. Alka-Seltzer    I can’t believe I ate the whole thing
9. Alka-Seltzer    Mama mia, thatsa spicy meatball
10. Allegra    The relief goes on
11. Allstate    Are you in good hands?
12. Allstate Insurance    You’re in good hands with Allstate
13. Alpo Dog Food    Doesn’t your dog deserve Alpo?
14. Ambien    Works like a dream
15. American Airlines    Something special in the air
16. American Dairy Association    Behold the power of cheese
17. American Express    Don’t leave home without it
18. American Express    Do more
19. American Express    My life. My card
20. American Express    Don’t leave home without it
21. Anacin    For fast, fast, fast relief
22. APC    Legendary reliability
23. Apple     Think different
24. Apple     The power to be your best
25. Apple     Think outside the box
26. AT&T    Reach out and touch someone
27. AT&T    The world’s networking company
28. Audi    Never follow
29. Avis    We try harder
30. Bank of America    Higher standards
31. Bank of America    Bank of Opportunity
    
32. Barack Obama    Change we need
33. Bartles & Jaymes    Thank you for your support
34. Bayer Aspirin    Bayer works wonders
35. Bic    Flick my Bic
36. Bissell    We mean clean
37. Bissell    Life’s messy Clean it up!
38. BMW    Sheer driving pleasure
39. BMW    The ultimate driving machine
40. BOSE    Better sound through research
41. Bounty    The quicker picker-upper
42. Braniff Airlines    When you’ve got it, flaunt it
43. Brim Decaffeinated Coffee    Fill it to the rim with Brim
44. Bristol-Myers Squibb Co    Hope, triumph, and the miracle of medicine
45. British Airways    The way to fly
46. British Airways    The world’s favorite airline
47. British Rail    We’re getting there
48. Budweiser    Wassup?!
49. Budweiser    The king of beers
50. Burger King    It just tastes better
51. Burger King    Have it your way
52. Cadillac    Break through
53. Calgon Toiletries    Calgon, take me away
54. California Almond Growers    A can a week, that’s all we ask
55. California Milk Processor Board    Got milk?
56. Calvin Klein    Between love and madness lies obsession
57. Calvin Klein Jeans    Nothing comes between me and my Calvins
58. Camel    I’d walk a mile for a camel
59. CameraWorld    For negative people
60. Capital One    What’s in your wallet?
61. Cascade    For virtually spotless dishes
62. Charmin    Please don’t squeeze the Charmin
63. Cheese Council    Anyway you please it, cheese it
64. Cheez-It    Get your own box
65. Chesterfield Cigarettes    A silly millimeter longer
66. ChevronTexaco    Turning partnership into energy
67. Chevy Trucks    Like a rock
68. Chevy’s    Fresh Mex
69. Chiffon Margarine    It’s not nice to fool Mother Nature
70. Chrysler    Inspiration comes standard
71. Cialis    Will you be ready?
72. Cisco Systems    Empowering the Internet generation
73. Citi    Live richly
74. Citi    City never sleeps
75. Citgo    There at every turn
    
76. Clairol    If I’ve only one life, let me live it as a blonde
77. Clairol    Does she or doesn’t she?
78. ClubMed    The antidote for civilization
79. CNET    The source for computing and technology
80. CNN    The most trusted name in news
81. Coca-Cola    Coca-Cola refreshes you best
82. Coca-Cola    The pause that refreshes
83. Coca-Cola    Have a coke and smile
84. Coors    The silver bullet
85. Cotton Incorporated    Cotton The fabric of our lives
86. Coty Perfume    If you want to capture someone’s attention, whisper
87. Covergirl makeup    Easy, breezy, beautiful Covergirl
88. Crest    Healthy, beautiful smiles for life
89. Crest    Look, Ma, no cavities!
90. Crisco Vegetable Shortening    Cooks who know trust Crisco
91. Dannon Yogurt    Love it for life
92. DeBeers    A diamond is forever
93. Dell Computer    Easy as Dell
94. Delta Airlines    You’ll love the way we fly
95. Delta Airlines    We love to fly and it shows
96. Denny’s    We’re cooking now
97. DePuy Orthopedics    Restoring the joy of motion
98. DHL    We move the world
99. DHL    Yellow. The new Brown
100. DHL    Competition. Bad for them. Great for you
101. Dial Soap    Aren’t you glad you use Dial? Don’t you wish everybody did?
102. Disneyland    The happiest place on earth
103. Dunkin Donuts    Time to make the doughnuts
104. DuPont    The miracles of science
105. DuPont    Better living through chemistry
106. Dupont    Better things for better living, through chemistry
107. eBay    The power of all of us
108. eBay    The world’s online marketplace
109. EF Hutton    When EF Hutton talks, people listen
110. El Pollo Loco    When you’re crazy for chicken
111. Electrolux    Nothing sucks like an Electrolux
112. Energizer Batteries    It keeps going, and going, and going
113. Epiphany    See your way forward
114. Ernst & Young    Quality in everything we do
115. Esso (Exxon)    Put a tiger in your tank
116. Expediacom    Don’t just travel Travel right
117. Fancy Feast    Good taste is easy to recognize
118. FannieMae    Our business is the American dream
119. FedEx    Relax, it’s FedEx
120. FedEx    The world on time
121. FedEx    When it absolutely, positively has to be there overnight
122. Fedex    Absolutely, positively overnight
123. Fisher-Price    Play. Laugh. Grow
124. Florida Orange Juice Growers Association    It’s not just for breakfast anymore
125. Ford    Bold Moves
126. Ford    Built for the road ahead
127. Ford    Drive one
128. Ford    Ford has a better idea
129. Ford    Quality is job one
130. Foster’s    Foster’s Australian for beer
131. Fosters     Fosters—Australian for beer
132. Fox News    Fair and balanced
133. Friends of the Animals    Extinct is forever
134. FTD    Say it with flowers
135. General Electric    We bring good things to life
136. General Electric    Imagination at work
137. General Foods    Celebrate the moments of your life
138. Georgia Federal    Two words to the wise
139. Gerber    Babies are our business
140. Gerber    Shouldn’t your baby be a Gerber baby?
141. Geritol    My wife, I think I’ll keep her
142. Gillette    Look sharp, feel sharp
143. Gillette    The best a man can get
144. Gillette Dry idea    Never let ‘em see you sweat
145. GLAD    Don’t get mad, Get GLAD
146. Glaxo/Wellcome    Disease has no greater enemy
147. Goodyear    The best tires in the world have Goodyear written all over them
148. Grey Poupon    Pardon me, do you have any Grey Poupon?
149. Greyhound    Leave the driving to us
150. Guidant    It’s a great time to be alive
151. Haig Scotch Whiskey    Don’t be vague, ask for Haig
152. Hallmark    When you care enough to send the very best
153. Harley Davidson    American by birth. Rebel by choice
154. Hawaiian Punch    Hey! How about a nice Hawaiian Punch?
155. Hebrew National    We answer to a higher authority
156. Hertz    Hertz puts you in the driver’s seat
157. Hewlett Packard    Invent
158. HJ Heinz     57 varieties
159. Holiday Inn    Pleasing people the world over
160. Honda    The power of dreams
161. Hooters    Delightfully tacky, yet unrefined
162. Hostess Cakes    Where’s the cream filling?
163. Huggies    We’re behind you every step of the way
164. IBM    Solutions for a small planet
165. Intel    Intel Inside
166. Irish Spring Soap    Manly yes, but I like it, too
167. Ivory Soap    Pure clean, pure Ivory
168. Ivory Soap    99.44% pure
169. Jack in the Box    Jack’s back!
170. Jaguar    Don’t dream it. Drive it
171. Jaguar    The art of performance
172. Jell-O    America’s most famous dessert
173. John Deere    Nothing runs like a Deere
174. JPMorgan Chase Bank    The right relationship is everything
175. Juicy Juice   100 % juice for 100% kids
176. Kaiser Permanente    Thrive
177. Karry-Lite    Takes the ‘lug’ out of luggage
178. Kay Jewelers    Every kiss begins with Kay
179. Kellogg’s Frosted Flakes    They’re g-r-r-r-eat!
180. Kellogg’s Smart Start    Start aging smart
181. Kellogg’s Rice Krispies    Snap, Crackle, Pop
182. Kentucky Fried Chicken    Finger-lickin’ good!
183. KFC    Nobody does chicken like KFC
184. Kix Cereal    Kid tested Mother approved
185. Kodak    Share moments Share life
186. KPMG    It’s time for clarity
187. L’Oréal    Because I’m worth it
188. Las Vegas Convention and Visitors Authority    What happens here, stays here
189. Lay’s Potato Chips    Betcha can’t eat just one
190. LendingTree    When banks compete, you win
191. Lexus    The relentless pursuit of perfection
192. Life Cereal    Hey, Mikey he likes it!
193. LifeCall    I’ve fallen and I can’t get up
194. Listerine    Always a bridesmaid, but never a bride
195. Lucent Technologies    Creating value through true convergence
196. Lucky Charms    Magically delicious
197. Lucky Strike    Lucky Strike means fine tobacco
198. M&Ms    Melts in your mouth, not in your hands
199. Marlboro    Come to Marlboro Country
200. MasterCard    There are some things that money can’t buy. For everything else there’s MasterCard.
201. Maxwell House    Good to the last drop
202. Maypo    I want my Maypo
203. Maytag Appliances    Our repairmen are the loneliest guys in town
204. Mazda    Passion for the road
205. McDonald’s    Did somebody say McDonald’s?
206. McDonald’s    I’m lovin’ it
207. McDonald’s    We love to see you smile
208. Memorex    Is it live or is it Memorex?
209. Meow Mix    Tastes so good cats ask for it by name
210. Merrill-Lynch    Merrill-Lynch is bullish on America
211. Metropolitan Home    Mode for your abode
212. MGM    MGM means great movies
213. Michelin    Because so much is riding on your tires
214. Michelob Ultra    Lose the carbs. Not the taste
215. Microsoft    Your potential Our passion
216. Microsoft    Where do you want to go today?
217. Milk Board    It does a body good
218. Miller Beer    It’s Miller time!
219. Miller High Life    The champagne of bottled beer
220. Miller Lite    Everything you always wanted in a beer And less
221. Miller Lite    Tastes great, less filling
222. Mitsubishi Motors    Wake up and drive
223. MorganStanley    One client at a time
224. Morton Salt    When it rains, it pours
225. Motrin    Medicine with muscle
226. Mountain Dew    Do the Dew
227. National Cattlemen’s Beef    Beef It’s what’s for dinner
228. National Crime Prevention    Take a bite out of crime
229. National Highway Traffic Safety Administration    You could learn a lot from a dummy Buckle up!
230. National Pork Board    Pork. The other white meat
231. NBC    Must see TV
232. Nestles Butterfinger    Break out of the ordinary
233. New York State Division of Tourism    I love New York
234. Nike    Just do it
235. Nikon    At the heart of the image
236. Nine Lives Cat Food    Only fit for a king Nine Lives
237. Nintendo Wii    Wii would like to play
238. Nissan    Enjoy the ride
239. Nissan    Shift
240. Nokia    Connecting people
241. Noxzema    Take it all off
242. NyQuil    The nighttime sniffling sneezing coughing aching stuffy head fever so you can rest medicine
243. Office Depot    Taking care of business
244. Old Spice    The mark of a man
245. Oldsmobile    It’s not your father’s Oldsmobile anymore
246. OneTouch    Changes everything
247. Oracle    Software powers the Internet
248. Ore-Ida    Ore-Ida! It’s all-righta!
249. Outback Steakhouse    No rules Just right
250. Pace Picante Sauce    Grab the Southwest by the bottle
251. Pacific Southwest Airlines    Catch our smile
252. Packard    Ask the man who owns one
253. Panasonic    Slightly ahead of its time
254. Parkay Margarine    The flavor says butter
255. Partnership for a Drug-Free America    This is your brain. This is your brain on drugs
256. Paul Masson    We will sell no wine before its time
257. Pepperidge Farm    Pepperidge Farm remembers
258. Pepsi    Come alive! You’re in the Pepsi generation
259. Pepsi    The taste of a new generation
260. Pepsi    For those who think young
261. Pepsi    Pepsi-Cola hits the spot
262. Pepsi    The choice of a new generation
263. Perdue Chicken    It takes a tough man to make a tender chicken
264. Petco    Where the pets go
265. Peugeot    The best kept automotive secret in America
266. Philip Morris    Talk They’ll listen
267. Planter’s Peanuts    Famously fresh
268. Playtex Cross-Your-Heart Bra    Lifts and separates
269. Polaroid    The fun develops instantly
270. Prudential    Get a piece of the rock
271. Quaker Oatmeal    Something to smile about
272. Quiznos    M’m, m’m, m’m, m’m, m’mtoasty!
273. Qwest    Spirit of service
274. Qwest    Ride the light
275. Radio Shack    You’ve got questions, we’ve got answers
276. RAID    RAID kills bugs dead
277. Redbull    It gives you wings
278. Remington    I liked it so much I bought the company
279. Ricoh    How well do you share?
280. Rolaids    How do you spell relief? R-O-L-A-I-D-S
281. Royal Caribbean Cruise Lines    Get out there
282. Safeway    Ingredients for life
283. Salesforcecom    Experience success
284. Sanka    Sanka—everything you love about coffee
285. Saturn     A different kind of car company
286. Schlitz    The beer that made Milwaukee famous
287. Schlotzky’s Deli    Funny name. Serious sandwich
288. Schweppes    Schhh! You know who?
289. Seagate    We turn on ideas
290. Secret Deodorant    Strong enough for a man, but made for a woman
291. Shake and Bake    It’s Shake and Bake, and I helped
292. Sherwin Williams    Cover the earth
293. Skoal    Always there in a pinch
294. Smith Barney    We make the money the old-fashioned way—we earn it
295. Smucker’s    With a name like Smucker’s, it has to be good
296. Snapple    Made from the best stuff on Earth
297. Southwest Airlines    You are now free to move about the country
298. SPRINT PCS    Now, that’s better
299. Sprite    Obey your thirst
300. Staples    That was easy
301. Starkist Tuna    Sorry, Charlie Starkist wants tuna that tastes good, not tuna with good taste
302. Subway    Eat fresh
303. Subway    Five dollar foot long
304. Sun Microsystems    The network is the computer
305. Sunkist    Better snacking
306. SuperSoil    If it’s not SuperSoil, it’s just plain old dirt
307. Sweet ‘N Low    There’s no equal
308. T Rowe Price    Invest with confidence
309. Taco Bell    Think outside the bun
310. Taco Bell    Head for the border
311. Taco Bell    You quiero Taco Bell
312. Tareyton Cigarettes    I’d rather fight than switch
313. Target    Expect more. Pay less
314. TAZO    TAZO. The reincarnation of tea
315. Tempur-Pedic   Welcome to bed
     
316. The Economist    Free enterprise with every issue
317. The New York Times    All the news that’s fit to print
318. The Sharper Image    For the person who has everything, we have everything else
319. The Virginia Tourism Commission    Virginia is for lovers
320. Tide    If it’s gotta be clean, it’s gotta be Tide
321. Timex    Takes a licking and keeps on ticking
322. Toshiba    Choose freedom
323. Toyota    Get the feeling
324. Trix Cereal    Silly rabbit, trix are for kids
325. Tyco    A vital part of your world
326. Tylenol    It’s hospital recommended
327. Unisys    Imagine it Done
328. United Airlines    Time to fly
329. United Airlines    Fly the friendly skies
330. United Negro College Fund    The mind is a terrible thing to waste
331. Unocal    The spirit of 76’
332. UPS    What can Brown do for you?
333. US Army    Some of our best men are women
334. US Army    There’s strong. And then, there’s Army strong.
335. US Dept of Transportation    Friends don’t let friends drive drunk
336. US Forest Service    Only you can prevent forest fires
337. US Forest Service    Give a hoot, don’t pollute
338. US Marines    The few, the proud, the Marines
339. US Marines    We’re looking for a few good men
340. US Navy    It’s not a job. It’s an adventure
341. US Peace Corps    The toughest job you’ll ever love
342. US Postal Service    We deliver for you
343. V-8    I coulda had a V-8!
344. Verizon Wireless    We never stop working for you
345. Verizon Wireless    Can you hear me now? …Good
346. Victor Talking Machine Co    His master’s voice
347. Virginia Slims Cigarettes    You’ve come a long way, baby
348. VISA    It’s everywhere you want to be
349. Visine    Visine gets the red out
350. Volkswagen    Think small
351. Volkswagen    Drivers wanted
352. Volvo    For life
353. Walmart    Save money. Live better
354. Wal-Mart    Always low prices
355. Wells Fargo    The next stage
356. Wendy’s    Where’s the beef?
357. Western Airlines    Western Airlines the only way to fly
358. Wheaties    The breakfast of champions
359. Wisk Laundry Detergent    Ring around the collar
360. World Wildlife Fund    For a living planet
361. Xerox    We’re moving beyond documents
362. Yahoo! Personals    Believe
363. Yellow Pages    Let your fingers do the walking
364. ZDNet    Where technology means business
365. Zenith    The quality goes in before the name goes on

My top favorites are:

1. BMW   The Ultimate Driving Machine
2. California Milk Processor Board    Got milk?
3. MasterCard    There are some things that money can’t buy. For everything else there’s MasterCard.

Many taglines are not current. I will update the list as it goes… with your help.

What is your favorite tagline? Do you have one to add to the list?

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