Top 20 slogans of all time named in poll

A new survey has listed 20 of the greatest slogans of all time.

Tins of baked beansAP Photo, Paul Sakuma

The poll, compiled by Creative Review magazine, features brands and catchphrases ranging mostly from the 1930s to the 1990s - although one slogan dates back to 1789.

Topping the list is "Beanz Meanz Heinz".

Advertising executive Maurice Drake came up with the phrase during a pub lunch in 1967.

"I find it incredible that over 40 years later it still has relevance and brand power," he said.

Copywriter Nick Asbury, one of the panellists who drew up the top 20, called Beanz Meanz Heinz "a piece of pure commercial poetry."

Heinz Beanz were launched in 1886 as "Heinz Baked Beans" and were made in Canada until 1928, when the production began in the United Kingdom. They were given their current name, Heinz Baked Beanz, in 2008.

In second place came the Nike slogan "Just Do It", first used in 1987.

A Nike shop in the 1980sGetty Images

Ronseal's enduring slogan "Does Exactly What It Says On The Tin", launched in 1994, was ranked third.

It wasn't just advertising slogans that made the chart.

A government poster from 1939Getty Images

In fourth place is "Make Love Not War", a catchphrase that enjoyed huge ubiquity in the 1960s, particularly as a response to the US military action in Vietnam.

While in 12th place is "Keep Calm and Carry On", a phrase first used by the government on the outbreak of the second world war in 1939.

The oldest phrase was ranked 18th: the slogan 'Liberte, Egalite, Fraternite', coined at the beginning of the French Revolution in 1789.

The next oldest hails from 1932: the phrase "Snap! Crackle! Pop!", used by Kellogg's to sell Rice Krispies, which was placed at number 16.

To compile the poll, Creative Review magazine began by canvassing the opinion of its readers online, before asking figures in advertising and design for their favourites.

A longlist was created, from which the top 20 were selected by a panel comprising copywriter Nick Asbury, Creative Review columnist and ad creative 'Gordon Comstock', and Mark Denton of COY! Communications.

Other slogans making the chart include "You Either Love It Or Hate It", used in promotions by Marmite since 1996, and which was ranked number 14.

A newspaper made it into the top 10. "It is. Are You?", a slogan used by the Independent since 1986, was placed at nine.

Perhaps most surprising of all is the appearance of a football club at number 20.

"No One Likes Us, We Don't Care" became a favourite chant of supporters of Millwall FC during the 1970s.

Have your say

Which of the top 20 slogans would you rate as the greatest?

14400 responses

  1. 1. Beanz Meanz Heinz - Heinz (1967)

  2. 2. Just Do It - Nike (1987)

  3. 3. Does Exactly What It Says On the Tin - Ronseal (1994)

  4. 4. Make Love Not War - various (1960s)

  5. 5. Every Little Helps - Tesco (1993)

  6. 6. Have a Break. Have a Kit Kat - Kit Kat (1957)

  7. 7. Vorsprung Durch Technik - Audi (1982)

  8. 8. Think Different - Apple (1997)

  9. 9. It is. Are You? - The Independent (1986)

  10. 10. It's Finger Lickin' Good - KFC (1950s)

  11. 11. Say It With Flowers - FTD (1917)

  12. 12. Keep Calm and Carry On - HM Government (1939)

  13. 13. It's The Real Thing - Coca-Cola (1940)

  14. 14. You Either Love It Or Hate It - Marmite (1996)

  15. 15. Because I’m Worth It - L'Oreal (1971)

  16. 16. Snap! Crackle! Pop!- Kellogg’s (1932)

  17. 17. Never Knowingly Undersold - John Lewis (1925)

  18. 18. Liberte, Egalite, Fraternite - France (1789)

  19. 19. Refreshes The Parts Other Beers Cannot Reach - Heineken (1973)

  20. 20. No One Likes Us, We Don’t Care - Millwall FC (1970s)


A poster from the start of the French Revolution in 1789Getty Images