July 21, 2008
‘Just do it’ Turns 20
By Tom Ryan
Nike’s “Just Do It” slogan is 20 years old. As part of the anniversary, the sneaker giant is planning a monumental global campaign around the Olympics featuring athletes in past campaigns. But the milestone also led a number of marketing experts to reminisce on the tagline’s success.
Dan Wieden, co-founder of Portland ad firm Wieden+Kennedy, first came up with “Do It” as a “connective device” evoking an athlete’s transformation into a true competitor. Later, he added “just” for emphasis.
“We’re usually not big ones for taglines,” Mr. Wieden explained in a 1989 interview with The Oregonian. “But because we were doing so many spots and the look had to be different, we felt we needed to have some cement to the thing. We felt ‘Just Do It’ would work for those at the competitive level as well as for people interested only in fitness.”
Speaking to The Oregonian last week, marketers said the phrase memorialized Nike’s image to consumers.
“It was quick, easy, cocky, to the point, and a bit irreverent, all of which Nike is,” said Peter Moore, who designed the Air Jordan logo for Nike.
“It’s an immediate call to action with no thinking involved,” said Portland State assistant marketing professor Jill Mosteller.
Bill Borders, co-founder of Portland ad agency Borders, Perrin & Norrander, also said the tagline spoke to the many who ever procrastinated about exercising.
“It is essentially a time-worn expression that had been around for ages,” Mr. Borders said. “But it lifts that phrase out of common usage and breathes new life into it.”
But Steve Cone, author of the new book, Powerlines: Words That Sell Brands, Grip Fans and Sometimes Change History, believes one key to the success of “Just Do It” is because Nike deployed the slogan consistently and effectively across many media, without altering it.
“To be effective, a tagline should project personality and attitude,” said Mr. Cone, chief marking officer for Epsilon. “Nike’s line does that in spades. Most lines today do not.”
Discussion Question: Why did “Just do it” work so successfully for Nike initially, and why does it still work today? Can you name a few other popular slogans today that do a particularly good job supporting their brands, and why? Ultimately, what’s the key to successful taglines?
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Other strong brand slogans from Australia:
Mentos – the freshmaker;
Mars a day helps you work, rest, and play;
Lifesavers – get a hole lot more out of life;
Victoria Bitter Beer – For A Hard Earned Thirst;
Valvoline – You know what I mean;
Coca Cola – The Real Thing;
Oh What A Feeling….Toyota;
Are Your Macleans Showing?
“Just Do It” worked because it was applied visually with Nike’s equally successful logo. The slogan played nicely with a new generation, a certain attitude, and a growing iconic trend.
Other slogans that have hit right on the spot include:
• “Don’t leave home without it.”
• “The quick picker upper.”
• “It’s Miller time!”
• “The best a man can get.”
Another reason that “Just Do It” works so well is that the slogan is about “you,” not “me.” That’s why I liked “Miller Time,” and “Don’t leave home without it,” and “You deserve a break today,” etc. Too many companies make the mistake of talking about only themselves in a slogan, and not involving the consumer. Truth is, consumers don’t care about why the company thinks so highly of itself. What’s in it for the consumer!?
Very few of the “top 20” taglines are still in use today, and both Coke and McDonald’s are notable by their absence…so take that list with a grain of salt. However, “Just Do It” does deserve a place of honor–not only for its longevity but also because it is concise, memorable and true to the brand. Nike is in the rare position of forging a consistent brand image while at the same time staying relevant through emphasis on new athletes and emerging sports.
Many successful campaign slogans have gone by the wayside because a new ad team or account executive decided to put a new mark on the brand. “You deserve a break today” was all about the consumer and worked very well. Many people still associate it with McDonald’s but someone decided that it had to be replaced. When a slogan connects with consumers, changing it creates confusion among consumers.
Can a successful tagline really be created in a lab? Like a song that stays on the charts for months and becomes an icon of a generation, a good tagline or slogan resonates with people. Are there factors that help? Many would say yes. But if you look at the list of 20 top slogans, there does not seem to be a pattern or common style.
So with that, all I can say about all those slogans is, THEEEEYYYY’RRRRR GRRRREEEAAAT!
“Just do it!” Never has such a tin whistle played so well on the quarter deck of America’s present-day spoken word. Is it not true that secretly we all want to “Just do it!” and Nike gives us the hope that we will? In the meantime, millions of symbolic Nike shoes are sold at a large profit. Kudos to the clever contributing folks in perceptive Portland, Oregon.
I agree that most successful and longer lasting taglines connect with the consumer and don’t flex the image of the manufacturer. Also, humor does have a long shelf-life in this area.
Another aspect of this is connecting the tagline with a notable figure. If I say “They’re great” or “Don’t squeeze the Charmin,” doesn’t an image immediately pop into your mind? The Nike “swoosh” aided in the success of the tagline as an icon of sorts.
Unfortunately, everyone nowadays tries too hard to find a cute or recognizable creature to associate with their products. The snuggle bear, Target’s dog, Cheeto’s tiger, and so on. It does tend to get a little out of hand.
Great trip down memory lane. Here are three others:
1. Have a break, have a Kit Kat.
2. L’Oreal – Because I’m worth it.
3. Hey, Mikey…he likes it! Life Cereal
Not sure if some of these were run in Canada only.
Ok, it’s not a tagline, but Budweiser’s “dude” campaign could easily be one:
“Budweiser…dude…” (say no more)
Bud’s been excellent at capturing the one-word phrase of the moment (Whasssup?) and tying it in to their brand, and “dude” certainly does that as well. I read that “dude”s creators tried to do a piece dedicated to females called “Oh My God!” but were turned down due to the G-word. Too bad…can you imagine:
“Mojitos…Oh My God!….” (imagine the possibilities….)
It’s a great tag line, motivational and a little aggressive. Nike has always been in touch with the customer and consistent with its advertising and promotion.
Others that stick in my mind are “Ah Bisto” and “Have a Break–Have a Kitcat.”
Walmart’s “Save money, live better” is deceptively brilliant for a few reasons. 1. Changing from “Always low prices. Always” showed integrity. Cardinal mistake to stick with a tag line that may no longer be relevant just for the sake of consistency. 2. It manages to get to the point and provide inspiration/aspiration using four words – pretty amazing feat. 3. Unlike the previous tag line, and in alignment with some of the most successful tag lines of all times, it focuses on the customer, not on Walmart. I think the tag line is SO good that attributing at least a bit of Walmart’s downturn-defying success to it would not be over the top.
I always associate the Nike slogan not just with the product, but also with societal changes at the time. From the friendly, cooperative spirit of the 70s to the thuggish, win-at-all-costs attitude(s) of today; the perception, of course, is nostalgic (and many would say inaccurate), but that one company managed to sum it all up is a tribute to them…I guess.
I love “Just Do It” and I have for 20 years. It connects so well with the product and the consumer. When you have a long day and don’t want to exercise, “Just Do It” can be very motivating and empowering.
As for other campaigns, I have never liked Las Vegas’s, “What Happens in Las Vegas, Stays in Las Vegas.” Conan O’Brien once said, “What happens in Las Vegas, may stay in Las Vegas, but that disease you got out there is coming home with you.”
Camille Schuster’s critical point: great managements don’t fix what isn’t broken. Many brands would give anything to have the power of The Byline Group’s Top 20 list. Change a classic slogan that’s become part of the culture? Not smart.
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Other strong brand slogans from Australia:
Mentos – the freshmaker;
Mars a day helps you work, rest, and play;
Lifesavers – get a hole lot more out of life;
Victoria Bitter Beer – For A Hard Earned Thirst;
Valvoline – You know what I mean;
Coca Cola – The Real Thing;
Oh What A Feeling….Toyota;
Are Your Macleans Showing?
“Just Do It” worked because it was applied visually with Nike’s equally successful logo. The slogan played nicely with a new generation, a certain attitude, and a growing iconic trend.
Other slogans that have hit right on the spot include:
• “Don’t leave home without it.”
• “The quick picker upper.”
• “It’s Miller time!”
• “The best a man can get.”
Another reason that “Just Do It” works so well is that the slogan is about “you,” not “me.” That’s why I liked “Miller Time,” and “Don’t leave home without it,” and “You deserve a break today,” etc. Too many companies make the mistake of talking about only themselves in a slogan, and not involving the consumer. Truth is, consumers don’t care about why the company thinks so highly of itself. What’s in it for the consumer!?
Very few of the “top 20” taglines are still in use today, and both Coke and McDonald’s are notable by their absence…so take that list with a grain of salt. However, “Just Do It” does deserve a place of honor–not only for its longevity but also because it is concise, memorable and true to the brand. Nike is in the rare position of forging a consistent brand image while at the same time staying relevant through emphasis on new athletes and emerging sports.
Many successful campaign slogans have gone by the wayside because a new ad team or account executive decided to put a new mark on the brand. “You deserve a break today” was all about the consumer and worked very well. Many people still associate it with McDonald’s but someone decided that it had to be replaced. When a slogan connects with consumers, changing it creates confusion among consumers.
Can a successful tagline really be created in a lab? Like a song that stays on the charts for months and becomes an icon of a generation, a good tagline or slogan resonates with people. Are there factors that help? Many would say yes. But if you look at the list of 20 top slogans, there does not seem to be a pattern or common style.
So with that, all I can say about all those slogans is, THEEEEYYYY’RRRRR GRRRREEEAAAT!
“Just do it!” Never has such a tin whistle played so well on the quarter deck of America’s present-day spoken word. Is it not true that secretly we all want to “Just do it!” and Nike gives us the hope that we will? In the meantime, millions of symbolic Nike shoes are sold at a large profit. Kudos to the clever contributing folks in perceptive Portland, Oregon.
I agree that most successful and longer lasting taglines connect with the consumer and don’t flex the image of the manufacturer. Also, humor does have a long shelf-life in this area.
Another aspect of this is connecting the tagline with a notable figure. If I say “They’re great” or “Don’t squeeze the Charmin,” doesn’t an image immediately pop into your mind? The Nike “swoosh” aided in the success of the tagline as an icon of sorts.
Unfortunately, everyone nowadays tries too hard to find a cute or recognizable creature to associate with their products. The snuggle bear, Target’s dog, Cheeto’s tiger, and so on. It does tend to get a little out of hand.
Great trip down memory lane. Here are three others:
1. Have a break, have a Kit Kat.
2. L’Oreal – Because I’m worth it.
3. Hey, Mikey…he likes it! Life Cereal
Not sure if some of these were run in Canada only.
Ok, it’s not a tagline, but Budweiser’s “dude” campaign could easily be one:
“Budweiser…dude…” (say no more)
Bud’s been excellent at capturing the one-word phrase of the moment (Whasssup?) and tying it in to their brand, and “dude” certainly does that as well. I read that “dude”s creators tried to do a piece dedicated to females called “Oh My God!” but were turned down due to the G-word. Too bad…can you imagine:
“Mojitos…Oh My God!….” (imagine the possibilities….)
It’s a great tag line, motivational and a little aggressive. Nike has always been in touch with the customer and consistent with its advertising and promotion.
Others that stick in my mind are “Ah Bisto” and “Have a Break–Have a Kitcat.”
Walmart’s “Save money, live better” is deceptively brilliant for a few reasons. 1. Changing from “Always low prices. Always” showed integrity. Cardinal mistake to stick with a tag line that may no longer be relevant just for the sake of consistency. 2. It manages to get to the point and provide inspiration/aspiration using four words – pretty amazing feat. 3. Unlike the previous tag line, and in alignment with some of the most successful tag lines of all times, it focuses on the customer, not on Walmart. I think the tag line is SO good that attributing at least a bit of Walmart’s downturn-defying success to it would not be over the top.
I always associate the Nike slogan not just with the product, but also with societal changes at the time. From the friendly, cooperative spirit of the 70s to the thuggish, win-at-all-costs attitude(s) of today; the perception, of course, is nostalgic (and many would say inaccurate), but that one company managed to sum it all up is a tribute to them…I guess.
I love “Just Do It” and I have for 20 years. It connects so well with the product and the consumer. When you have a long day and don’t want to exercise, “Just Do It” can be very motivating and empowering.
As for other campaigns, I have never liked Las Vegas’s, “What Happens in Las Vegas, Stays in Las Vegas.” Conan O’Brien once said, “What happens in Las Vegas, may stay in Las Vegas, but that disease you got out there is coming home with you.”
Camille Schuster’s critical point: great managements don’t fix what isn’t broken. Many brands would give anything to have the power of The Byline Group’s Top 20 list. Change a classic slogan that’s become part of the culture? Not smart.