More than 400 nominated taglines and jingles were sent to 100 advertising, marketing, and branding professionals on both the client and agency side.
The survey was restricted to taglines and jingles created after 1948 (the advent of commercial broadcast TV).
Informants were asked to rank their top 10 taglines and top 3 jingles based on the following branding criteria:
* Longevity: Have they endured the test of time?
* Equity: Have they become synonymous with a company or product?
* Portability & Memorability: Have they exercised an influence on our culture, media, and language?
* Originality: Have they broken new ground in the advertising industry?
Nominated taglines and jingles were given a weighted ranking based on the number of votes they received and the rank they were assigned.
Here’s the bottom five:
96. Did somebody say McDonald’s? (1997)
McDonald’s
97. Ring around the collar. (1968)
Wisk Laundry Detergent
98. It’s not your father’s Oldsmobile… (1980s)
Oldsmobile
99. The toughest job you’ll ever love. (1970s)
U.S. Peace Corps
100. Share moments. Share life. (1990s)
Kodak