But does it work?

Just do it! I'm lovin' it! Always Coca-Cola! Do slogans in advertising work?

Advertising slogans are short, often memorable phrases used in advertising campaigns.

They are claimed to be an effective means of drawing attention to one or more aspects of a product.

But do they work?

We interviewed Branding and Advertising Expert Andy Rice.

Scroll down to listen to the audio.

‘A diamond is forever’ from De Beers is probably the best payoff line of all times.

Andy Rice (branding and advertising expert )

It’s successful if people know your payoff line, even if people make fun of it.

Andy Rice (branding and advertising expert )

All bank payoff lines are the same. But ‘How Can We Help You?’ is the best of them all.

Andy Rice (branding and advertising expert )

Payoff lines, if truthful, work.

Andy Rice (branding and advertising expert)

This article first appeared on 702 : Just do it! I'm lovin' it! Always Coca-Cola! Do slogans in advertising work?


CapeTalk welcomes all comments that are constructive, contribute to discussions in a meaningful manner and take stories forward.

However, we will NOT condone the following:

  • Racism (including offensive comments based on ethnicity and nationality)
  • Sexism
  • Homophobia
  • Religious intolerance
  • Cyber bullying
  • Hate speech
  • Derogatory language
  • Comments inciting violence.

We ask that your comments remain relevant to the articles they appear on and do not include general banter or conversation as this dilutes the effectiveness of the comments section.

We strive to make the CapeTalk community a safe and welcoming space for all.

CapeTalk reserves the right to: 1) remove any comments that do not follow the above guidelines; and, 2) ban users who repeatedly infringe the rules.

Should you find any comments upsetting or offensive you can also flag them and we will assess it against our guidelines.

CapeTalk is constantly reviewing its comments policy in order to create an environment conducive to constructive conversations.

Read More
It's creative, sure, but does it work? Andy Rice reports back from Cannes Lions

It's creative, sure, but does it work? Andy Rice reports back from Cannes Lions

Ad expert Andy Rice is back from Cannes Lions, the world’s biggest advertising festival. He discusses creative effectiveness.

Do ad awards (e.g. The Loeries) matter? And do winning campaigns typically work?

Do ad awards (e.g. The Loeries) matter? And do winning campaigns typically work?

It may win awards, but does it sell products? We interviewed Loeries CEO Andrew Human.

Can hidden messages in advertising cause you to shop ‘till you drop?

Can hidden messages in advertising cause you to shop ‘till you drop?

“Drink Coke!” flashes for a fraction of a second. You’re getting thirsty; is it the subliminal advertising working its magic?

Can brands afford to pull Fifa sponsorships? Or do they work too well?

Can brands afford to pull Fifa sponsorships? Or do they work too well?

Major brands are, in the light of the Fifa scandal, threatening to pull their sponsorships. We interviewed ad expert Andy Rice.

Do advertorials (aka “sponsored content") and infomercials work on you?

Do advertorials (aka “sponsored content") and infomercials work on you?

They (sort of) look and feel like normal articles, but they’re actually advertisements. Andy Rice on whether or not they work…

Watch these funny advertisements. Do they work?

Watch these funny advertisements. Do they work?

Advertising expert Andy Rice analyses a few funny advertisements and discusses the effectiveness thereof.

Music is worth a thousand words, but does it work in advertising?

Music is worth a thousand words, but does it work in advertising?

Music makes advertisements more entertaining and memorable (who doesn't have jingles stuck in their head?). But does it work?

Mercedes vs. BMW… Samsung vs. Apple… Does comparative advertising work?

Mercedes vs. BMW… Samsung vs. Apple… Does comparative advertising work?

Branding and Advertising expert Andy Rice unpacks comparative advertising and the effectiveness thereof.

Does cause-related marketing (e.g. Woolworths' MySchool card) work?

Does cause-related marketing (e.g. Woolworths' MySchool card) work?

Branding and advertising expert Andy Rice discusses “cause-related marketing” and the effectiveness thereof.

Yes, we can!  Fight back! Do these political campaigns work?

Yes, we can! Fight back! Do these political campaigns work?

Hillary for US president! Andy Rice talks about political campaigns; which ones worked and those that failed.

Popular articles
Predictably awesome new Nando's ad reminds South Africans ‘we can fix our sh$t’

Predictably awesome new Nando's ad reminds South Africans ‘we can fix our sh$t’

Watch the Guptas pack their bags and run in Nando's inspiring new advertisement.

PSG Chair Jannie Mouton opens up (kind of) about Steinhoff

PSG Chair Jannie Mouton opens up (kind of) about Steinhoff

In 2012 Steinhoff acquired 20% of wealth manager PSG, reportedly infuriating Mouton. Bruce Whitfield interviews him.

[LISTEN] Sara-Jayne King overjoyed at finding her biological father

[LISTEN] Sara-Jayne King overjoyed at finding her biological father

After a 702/ CapeTalk interview, the author of the autobiographical book Killing Karoline spoke to her dad for the first time.

[LISTEN] Caller challenges Eusebius on land disposition

[LISTEN] Caller challenges Eusebius on land disposition

‘I need you to provide me with an answer' - John from Edenvale, Gauteng

Number of South Africans visiting the seaside has dropped

Number of South Africans visiting the seaside has dropped

Fedhasa's CEO is encouraging South Africans to take a look at the specials that are currently out there and make their bookings.

How businessman Max Lichaba struck gold with his jewellery company

How businessman Max Lichaba struck gold with his jewellery company

Entrepreneur Max Lichaba built his own empire and is the CEO of Lichaba Creations and several other businesses. This is his story.