Upwave Study Uncovers Most Memorable Brand Advertising Slogans

By Ally Buzzanga March 19, 2018

Upwave Study Uncovers Most Memorable Brand Advertising Slogans

KFC “Finger-lickin’ good” edges Kay Jewelers “Every kiss begins with Kay” for top spot

As covered by USA Today, Advertising and Market Research firm Upwave today unveiled a top most memorable advertising slogans recognized by consumers. In a study of 3,286 U.S. consumers, KFC’s “Finger lickin’ good” came out on top with an 87.9 percent recognized rate, barely edging out Kay Jewelers highly successful “Every kiss begins with Kay” at 87.4 percent.
The study, which looked at 76 advertising slogans from well-known brands spanning most consumer industries, asked consumers to read a famous slogan, then supply the brand behind the slogan in a “free” response. All identifying brand references – like “Kay” in “Every kiss begins with Kay” – were removed to respect the study’s integrity.
All but one of the slogans found in the top 25 list were recognized by a majority of consumers, and the list included many classics from advertising juggernauts. However,
The Top 50 “Most Memorable Brand Advertising Slogans” are:
“Finger lickin’ good”, KFC — 87.9%
“Every kiss begins with ___”, Kay Jewelers — 87.4%

“15 minutes could save you 15% or more” Geico — 82.32%
“Just do it”, Nike — 82.31%
“Snap, Crackle, Pop”, Rice Krispies — 79.53%
“You’re in good hands”, Allstate — 78.21%
“Taste the rainbow”, Skittles — 75.14%
“Melts in your mouth, not in your hands”, M&Ms –73.19%
“Maybe she’s born with it. Maybe it’s ____”, Maybelline — 69.28%
“I’m lovin’ it”, McDonalds — 68.91%
“____ is on your side”, Nationwide — 68.75%
“They’re G-r-r-reat!” Frosted Flakes — 68.29%
“We have the meats”, Arby’s — 67.77%
“The king of beers”, Budweiser — 66.14%
“M’m! M’m! Good!” Campbell’s — 62.05%
“It gives you wings”, Red Bull — 59.31%
“The happiest place on Earth”, Disney — 58.7%
“The breakfast of champions” Wheaties — 57.14%
“Can you hear me now?”, Verizon — 54.93%
“Taste so good, cats ask for it by name” — 53.85%
“Eat fresh”, Subway — 52.42%
“When it absolutely, positively has to be there overnight”, FedEx — 52.41%
“At the corner of happy and healthy”, Walgreens — 51.54%
“Betcha can’t eat just one”, Lays — 50.75%
“The snack that smiles back” Goldfish — 49.02%
Surprisingly, many brand slogans outside of the top 25 – and thus where a majority of consumers couldn’t identify the brand – were seemingly familiar. Some of the most familiar ones included
What’s in your wallet” — Capital One — 43.14%
“Think outside the bun” — Taco Bell — 33.86%
There are some things money can’t buy. For everything else, there’s …” Mastercard — 45.19%
See the full results below:

Upwave interviewed 3,286 online respondents, closely equal across age groups and genders. Respondents were reached across the Upwave publisher network, where they take a survey to unlock premium content, like articles and ebooks. Respondents received no cash compensation for their participation.