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The Great Slogan Contest
The Pause That Refreshes.
You're not going to remember that slogan. It was thought up by a clever ad person in 1929, but our publisher-who insists he wasn't around at that time-says it was the best positioning statement ever for Coca-Cola.
Willard should know. He's a Coca-Cola fan. He won't even allow Willard Marketing Monthly to carry Pepsi advertising. He says it's a southern thing and that most of us wouldn't understand it.
The fact is that the soft drink company, which has been around since 1886, has had nearly 60 slogans over the years, which led to Willard Marketing Monthly's December contest.
Yes, you too can come up with a Coca-Cola slogan. We can almost guarantee you it will never be used by the folks in Atlanta who make the stuff, but, as usual, you won't go away empty handed.
Since there have been absolutely zero claimants in our three previous contests (there was one entry in our billboard contest), we have decided to up the ante to appeal to the more materialistic copywriters in our audience.
We're tossing in all the previous prizes-a great wine, a jug of Jack Daniels, and a recent biography of David Ogilvy-to the winner. Wait, there's more: Our finance office has given us UAH 500 to add to the pot.
Plus, you get your mug in the next edition of Willard Marketing Monthly and a certificate proclaiming you Copywriter Extraordinaire.
To get you started, while The Pause That Refreshes is fancied by our publisher, the hit-parade of slogans goes on and on. The one that lasted the longest was Always Coca-Cola, which had a seven year run, ending in 2000.
The first slogan, which debuted in 1886, was to the point. It read simply: Drink Coca-Cola. Most slogans, such as The Great National Temperance Beverage (1906-07) didn't last more than two or three years.
One slogan that later became associated with a coffee brand-Good Till the Last Drop premiered with Coke in 1908.
Our other favorites are Things Go Better with Coke (1963), It's the Real Thing (1969), and a slogan incorporated into a song, I'd Like to Buy the World a Coke (1971).
After 1971, our view is that Coca-Cola has struggled and come up with some real duds. The last one is bad English and about as fun as a Kyiv traffic jam: Twist the Cap to Refreshness.
You can do better than that with a blindfold on and your hands tied behind your back. So why not try?
Send your entries, with "WMM Contest" in the message line, to oksana.yerofeyeva@twg.com.ua.
And good luck!
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You're not going to remember that slogan. It was thought up by a clever ad person in 1929, but our publisher-who insists he wasn't around at that time-says it was the best positioning statement ever for Coca-Cola.
