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The Advertising Slogans of The Billion Dollar Club

Now we have the Nielsen Billion Dollar Club (reported in AdAge Global, October 8, 2001), we thought it would be interesting to take a look at the advertising taglines of such a significant collection. We run a database of slogans to enable ad agencies to check for conflicts for new lines, so this was a simple task. See the accompanying table for examples of current or recent taglines for each brand in the Nielsen Billion Dollar Club.


The Billion Dollar Club

By Suzanne Bidlake

Name the world's top packaged goods companies off the top of your head. Procter & Gamble Co., Unilever, Nestle and Coca-Cola Co. would be a good start. All are consumer goods juggernauts with an armory of global brands, right?
Wrong.

At least according to ACNielsen, the respected market researcher which has identified 43 billion-dollar-topping brands it believes justify the prefix "global" (see chart.) None belong to Unilever, the world's top ad spender and the second biggest food company.

By contrast, Procter & Gamble can lay claim to five global brands, beaten only by PepsiCo with six, and level with the Philip Morris Cos. (including Kraft Foods). Coca-Cola Co. has four. The other multiple global brand owners are Nestlé, Kimberly-Clark Corp., Gillette Co. and Mars Inc., with two apiece.

Topping the list are Coke and Marlboro, with sales of more than $15 billion, Pepsi with $5 billion-$15 billion, followed by Budweiser, Campbell's, Kellogg's and Pampers with sales of $3 billion-$5 billion.

The research, “Reaching the Billion Dollar Mark - A Review of Today's Global Brands”, was based on ACNielsen retail data from 30 countries, which together account for 90% of the world's Gross Domestic Product.

For a brand to make the final 43, it had to meet three main criteria. First, its cumulative sales for the 12 months ending with 1Q 2001 had to be $1 billion or more. Second, it had to have a measurable presence in each of the four geographic regions of Latin America, Asia/Pacific, North America and Europe/Middle East and Africa. Lastly, sales outside its home market had to account for at least 5% of its global sales value.

The Advertising Slogans of The Billion Dollar Club

For your erudition and with permission,
AdSlogans.com has appended the advertising slogans of these billion-dollar global packaged-goods brands to the list.

Brand

Line

Always

Talking your body's language.

Benson & Hedges

The length you go to for pleasure.

Budweiser

This Bud's for you. / True

Camel

What you're looking for. / Pleasure to burn.

Campbell's

Heat it, eat it. / Fresh tasting soup that lasts.

Coca-Cola

Life tastes good.

Colgate

The world leader in oral care.

Danone

Good health never tasted this good!

Doritos

The loudest taste on earth.

Duracell

The most powerful alkaline battery in the world.

Energizer

Take power to the next level.

Fanta

Welcome to the world.

Friskies

Much more than meat alone.

Gatorade

Is it in you?

Gillette

Innovation is Gillette.

Guinness

Good things come to those who wait.

Heineken

It's all about the beer. / How refreshing, how Heineken.

Huggies

Do it in Huggies. / Healthy. Happy. Huggies.

Kellogg's

Have you woken up to Kellogg's corn flakes?

Kinder

Happiness.

Kleenex

Thank goodness for Kleenex.

Kodak

Share moments. Share life.

L&M

Enjoyed already in over 60 countries.

L'Oréal

Because I'm worth it.

Lay's

Put crunch in your life.

Marlboro

Marlboro Country.

Maxwell House

Make every day good to the last drop.

Minute Maid

Bite into it.

Nescafe

Awaken your senses.

Nivea

It helps protect your skin.

Pampers

We're right behind you. Every step of the way.

Pantene

So healthy looking you'll love your hair.

Pedigree

For health you can see everyday of his life.

Pepsi

The joy of Pepsi.

Philadelphia

A little taste of heaven.

Pringles

You know you want to.

Seven-up

Now that's refreshing.

Sprite

Obey your thirst.

Tide

My kind of clean.

Tropicana

100% pure squeezed sunshine.

Tylenol

The pain reliever hospitals use most.

Whiskas

Long live cats.

Wrigley's

For a cleaner whiter smile.

Source: ACNielsen
Slogan source: AdSlogans.com
AdAgeGlobal Copyright © 2001 Crain Communications

AdSlogans.com -- Wise Words/15


 

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