Advertising slogans may look deceptively simple, but some have been penned by very famous figures: F Scott Fitzgerald, Salman Rushdie, Dorothy L Sayers, Don DeLillo and Joseph Heller – all worked as copywriters early in their careers. Rushdie, indeed, is responsible for the Milk Marketing Board’s “Naughty. But nice” slogan for cream cakes, coined when he worked at Ogilvy & Mather. There was also “Irresistibubble” for Aero, which he came up after listening to a colleague with a stutter.
Murray Walker, the Formula One commentator, was meanwhile rumoured to have devised “A Mars a day helps you work rest and play” as an account director at Masius and Ferguson, but he insists a junior colleague should take the plaudits for a slogan that ran from 1960 until 1995. The 90-year-old does, however, own up to “Opal Fruits – made to make your mouth water.”
The most famous of these remains “Go to work on an egg”, which for years was credited to Fay Weldon, the author. She later admitted that she had stolen it in a moment of panic as a deadline approached.
No wonder that protecting slogans is now a serious business. Nestlé found it was one thing to trademark “Have a break, have a Kit Kat”, which is clearly linked to its best-selling product; but it was quite another to try to trademark the briefer “Have a break”. Mars, its arch rival, persuaded the European Court of Justice to throw out this attempt.
История бренда Heinz : Brand Report
История бренда Heinz : Brand Report
