Unfortunately, Internet Explorer is an outdated browser and we do not currently support it.
To have the best browsing experience, please use Google Chrome, Firefox, Microsoft Edge or Safari.
This is a self-funded case study using our ad testing solution.
“Slogans never change anything. They don't grow market share or find you a job or win you an election."
These pointed words from marketing heavyweight Seth Godin might seem like an odd opener for a thought piece singing the praises of taglines, but they do hold a lot of truth. A slogan on its own amounts to very little; however, when it taps into an emotion, leverages a consumer insight, or ultimately unifies a wider campaign idea, it can be one of the most powerful tactics in a marketers’ toolkit.
So, if a good slogan becomes the ‘symptom of a brand’s story’, it offers tremendous potential for marketers. As a mechanism for driving both engagement and brand recognition, slogans have been a central component of some of the most effective (and notably, enduring) campaigns in history. This includes long-standing creative platforms from the likes of Specsavers (“Should’ve Gone to Specsavers”) and Uber Eats (“Tonight, I’ll Be Eating”), which have performed extremely well when tested amongst consumers — reinforcing the transformational power of a well-crafted one-liner (and, of course, overarching campaign idea).
This all brings us to a new entrant to the list — U.K. automotive services giant the AA, who recently launched their “It’s OK, I’m With The AA” campaign platform. The consumer response was, to say the least, fruitful — and here’s the 3 key reasons why:
We’re of course not suggesting that the tagline will transcend culture in the same way Specsavers and Uber Eats have (or for that matter Kit Kat’s “Have a Break, Have a Kit Kat” or Snickers’ “You’re Not You When You’re Hungry”). But it doesn’t have to; the fact is that the AA has still landed on a catchy and distinctive idea that has the potential to be adapted to a wide range of humorous, unwelcome scenarios. And with consistent reinforcement, you never know — it could one day hit the marketing jackpot and enter British vernacular!