David Jones changes its tagline – we list 20 of the most memorable ad slogans

David Jones has had a year to forget – will a new slogan do the trick?

Fresh from contested comments that the carbon tax is partly to blame for this month’s profit downgrade, the upmarket retailer is set to scrap the long-standing “There’s no other store like David Jones” line in favour of “Was. Is. Always David Jones”.

Here at SmartCompany we’re underwhelmed by the new line, particularly given it is reported to have cost $2 million. We’re willing to concede, however, that it might grow on people and sometimes a change is as good as a holiday.

But the DJs move got us thinking: which company slogans have really worked? Which do we remember, even decades on?

Here’s our list of the top 10 Australian slogans of all time.

• “A hard earned thirst needs a big cold beer and the best cold beer is Vic” – Victoria Bitter

This ad of hard-working men, engaged in manly activities like coaching a crew or printing the news, explains that when you’ve sure got a thirst, the best cold beer is Vic. It’s catchy and simple, and a great look at the manly 1980s.

• “The fresh food people” – Woolworths

This slogan taps into consumer perception that Woolworths is a better place to shop for produce than rival Coles. Signing on local chefs Margaret Fulton, Guy Grossi and Tobie Puttock as its “Fresh Food Chefs” and stocking organic products through the Macro label probably helps too.

• “Which Bank?” – Commonwealth Bank

No wonder the backlash to CBA’s curious “Determined to be different campaign” was so strong – its previous ads were market leaders. From robots to Hugh Grant-lookalikes promoting telebanking in the 1980s, the pre-privatised bank really knew how to advertise its wares.

• “At Aussie, we’ll save you” – Aussie Home Loans

Who could argue with the idea that we worked hard for our money and deserved a better deal from the banks? It’s not fancy, but John Symons urging people to ring Aussie if the banks didn’t deliver a better deal cut to the chase.

“You canna hand a man a grander spanner” – Sidchrome tools

While the ad itself is nothing to write home about – featuring two dim-witted crims attempting to steal a man’s beautiful tools by distracting him with balloon tricks – it’s hard not to appreciate a little alliteration and the suggestion that there is no finer spanner on the market.

• “Beautiful one day, perfect the next” – Queensland Tourism

Back before Tourism Australia’s “Where the bloody hell are you?” campaign was slammed, Queensland Tourism took the cake for offering beautiful weather one day and perfect the next. In the middle of winter, it’s working now.

• “It’s time” – Australian Labor Party

The ALP’s election nous might have taken a hit over the past few years, but Gough Whitlam’s positive and positively groovy campaign song won over the hearts and minds of Australians.

• “You Ought To Be Congratulated” – Meadow Lea

And who would have thought advertisements for margarine could be so catchy? Women of the ‘80s seemed to agree that they ought to be congratulated for making a “baked potata a real congratulator.”

• “Life. Be in it.” – Victorian Government

Who can forget the picture of Norm, overweight and exercise-shy man declaring he simply has “big stomach bones?” The campaign was driven by the Victorian Minister for Youth, Sport and Recreation Minister and one-time footballer Brian Dixon, plus artist Alex Stitt and musician Peter Best. According to ad man Harold Mitchell, Dixon believes the campaign saved lives and reduced the country’s health bill.

• “Oils ain’t oils” – Castrol

A catchy phrase for a non-sexy subject, which emphasised that its superior product justified its price.

Then there’s overseas. With the help of Tagline Guru, here are 10 memorable international taglines.

• “Don’t leave home without it” – American Express
• “Just do it” – Nike
• “Think different” – Apple Computer
• “Melts in your mouth, not in your hands” – M&M Candies
• “A diamond is forever” – DeBeers
• “Finger-lickin’ good!” – Kentucky Fried Chicken
• “Let your fingers do the walking” – Yellow Pages
• “The ultimate driving machine” – BMW
• “Intel Inside” – Intel
• “Australian for beer” – Foster’s

What do you think? Which slogans have worked for you? Let us know in the comments below.