What are some of the best slogans

The 10 best advertising slogans: Germans love these slogans

advertising can be incredibly annoying. And yet the classics in particular are often remembered - even if they are no longer used. This is the result of a study by the Düsseldorf market research institute Innofact, which determined the Germans' all-time favorites among advertising slogans. Accordingly, car manufacturers in particular have a lucky knack for long-lasting PR slogans.

Cult sayings that will not be forgotten

Toyota secured the top spot in the Sprüche ranking with 6.4 percent: Six percent of the survey participants chose the advertisement "Nothing is impossible" as their favorite slogan. Toyota has been promoting this brand claim in Germany since 1985, which was initiated by supposedly singing monkeys in advertising films from the 1990s. In 2011, Toyota reactivated the animals in the cult commercial for the 40th anniversary of the brand.

In second place follows "Who is going to go up in the air" by the tobacco manufacturer British American Tobacco (BAT) for the cigarette brand "HB". Five percent said this was their favorite slogan. In full, the slogan reads: "Stop, my friend ! Who's getting mad so fast? Better to grab HB! "From 1957 to 1984 he accompanied one of the most popular advertising characters, the cartoon man Bruno, in TV spots that are still known to many people today.

20 Reichsmarks for long-running hits

The Bonn candy giant Haribo took third place with "Haribo makes children happy and adults too". Four percent of those surveyed voted for the slogan with which the company has been advertising since 1962. The first part of the slogan - "Haribo makes children happy" - was created in 1935, by the way. The copywriter is said to have been rewarded with 20 Reichsmarks for his slogan translated into many languages.

Electronics stores also seem to have mastered the art of memorable marketing: with "Avarice is cool!" Saturn landed in fourth place - from 2002 to 2007 the retail chain lured people with the slogan bargain hunters. MediaMarkt made it to eighth place with the slogan "I'm not stupid", developed in the mid-1990s.

The slogan has long since passed into parlance and expresses what customers expect from the technology market: to be informed quickly and clearly, according to a company brochure of the Media-Saturn-Holding.

Car makers can use slogans

The Audi slogan "Vorsprung durch Technik" in ninth place is not new, but has evidently proven itself - one reason why the car manufacturer is still using it. The slogan advertised the NSU Ro 80 for the first time in an Audi ad in 1971.

And VW can also make advertising slogans: Since 2007, the Wolfsburg-based company has been promoting their cars with "Volkswagen - Das Auto". At the time, critics accused the saying that it had no meaningfulness. In any case, the slogan has firmly established itself in the minds of German consumers - and just made it into the current top ten. For the study, Innofact asked 1,012 people over the age of 20 about their favorite advertising slogans.

place

brand

Advertising slogan

%

1

Toyota

"Nothing is impossible"

6,4

2

HB

"Who's getting mad so fast"

4,5

3

Haribo

"Haribo makes children happy and adults as well"

3,5

4

Saturn

"Avarice is cool"

2,4

5

Meister Proper

"Meister Proper cleans so cleanly that you can reflect in it"

2,0

6

MC Donalds

"I love it"

1,4

7

Twix

"Raider is now called Twix - nothing else will change"

1,4

8

MediaMarkt

"I'm not stupid"

1,3

9

Audi

"Lead by technology"

1,1

10

Volkswagen

"The car"

1,1

Source: Innofact

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  • Subjects:
  • Economy,
  • Industries and companies,
  • Advertising,
  • Marketing,
  • VW,
  • Audi,
  • Haribo,
  • Toyota,
  • Saturn,
  • Media market