It's not always black and white but some slogans work and some just ain't right!
Sunday, February 22, 2009
Castrol: It's More Than Just Oil
I'm finally getting around to posting the slogans from the Super Bowl ads. This one did nothing for me. It's not at all differentiated -- any brand can claim "It's more than just [product category]." This campaign could use a little more elbow grease.
Hey, I just discovered your blog. It makes a great little tutorial (more than just a blog?), so I'm going to link to it for my blog readers. All three of them.
You're right "It's more than just oil." would be a pretty lame slogan. But you overlooked the second part of the slogan: "It's liquid engineering." Which I personally think is pure genius. And I had nothing to do with its creation. In fact, I stumbled across Castol's new advertising while reading the blog of branding guru Seth Godin: http://sethgodin.typepad.com/seths_blog/2009/04/making-commercials-for-the-web.html
Not sure what Aaron would say, but I think you could just shorten the whole thing to "Liquid Engineering." The whole "more than just oil" just seems like a waste of time, words, and space.
Wordnut - thanks for weighing in and for the link.
Anon - thanks for pointing out the back half of the slogan. I didn't catch it when I saw that spot. Not sure it does the trick though. What the heck is liquid engineering?!? Seems like they're over-complicating things. After all, it is just motor oil.
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What started with a simple URL obsession has blossomed into an all-consuming marketing mania. As a marketing professional, my day job requires me to critically evaluate good and bad marketing ideas. For some reason, I decided to devote my nights and weekends to that same pursuit. Of course, in this setting, I get to pick the companies I assess and don't have to mince my words. So join me here as I set out to put my stamp of Good or Bad on every slogan, tagline, and call-to-action that flashes before my eyes (and camera lens).
My name is Aaron Goldman and I'm a marketing junkie. My day job is CMO at Kenshoo, a global technology platform for managing online advertising campaigns. So, yes, I have a vested interest in Good and Bad Slogans.
Blog Archive
Are You a Slogan Snob?
Have you seen or heard any slogans so good they get stuck in your head for the rest of the day? Come across any slogans so brutal you wonder what the CMO was smoking when he or she approved it? Snap a pic and send it to me at GoodSloganBadSlogan@gmail.com and I'll post accordingly.
An effective slogan usually: 1. States the main benefits of the product or brand for the potential user or buyer 2. Implies a distinction between it and other firms' products - of course, within the usual legal constraints 3. Makes a simple, direct, concise, crisp, and apt statement 4. Is often witty 5. Adopts a distinct "personality" of its own 6. Gives a credible impression of a brand or product 7. Makes the consumer feel "good" 8. Makes the consumer feel a desire or need 9. Is hard to forget - it adheres to one's memory (whether one likes it or not), especially if it is accompanied by mnemonoic devices, such as jingles, ditties, pictures or film sequences on televised commercials 10. Sounds good
From Me...
An effective slogan usually: 1. Is both timely and timeless 2. Is universal -- retains its meaning in other cultures and translates well to other languages 3. Is not interchangeable with other companies or products -- a good litmus test is taking the name of the brand out of the slogan and asking, "Could this be any company?" 4. Makes you think, but not too hard 5. Defines a new reality or way of life 6. Inspires action 7. Creates a social identity or conveys status 8. Delivers the promise of transformation 9. Humanizes the brand
24 comments:
Hey, I just discovered your blog. It makes a great little tutorial (more than just a blog?), so I'm going to link to it for my blog readers. All three of them.
You're right "It's more than just oil." would be a pretty lame slogan. But you overlooked the second part of the slogan: "It's liquid engineering." Which I personally think is pure genius. And I had nothing to do with its creation. In fact, I stumbled across Castol's new advertising while reading the blog of branding guru Seth Godin: http://sethgodin.typepad.com/seths_blog/2009/04/making-commercials-for-the-web.html
Not sure what Aaron would say, but I think you could just shorten the whole thing to "Liquid Engineering." The whole "more than just oil" just seems like a waste of time, words, and space.
Wordnut - thanks for weighing in and for the link.
Anon - thanks for pointing out the back half of the slogan. I didn't catch it when I saw that spot. Not sure it does the trick though. What the heck is liquid engineering?!? Seems like they're over-complicating things. After all, it is just motor oil.
Who knows where to download XRumer 5.0 Palladium?
Help, please. All recommend this program to effectively advertise on the Internet, this is the best program!
Your blog keeps getting better and better! Your older articles are not as good as newer ones you have a lot more creativity and originality now keep it up!
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"Its more than just oil. Its liqiud engeneering."
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You can use it to learn to what your web page. If your site's content applicable and conducive to search engine optimization is an ongoing process. It is hard for the website with copied content and the high traffic can possibly click and become your traffic. It's important to also put your keywords in
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For other link building packages, please email us.
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But it's more than just oil, it's liquid engineering
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