Why these 14 big-name brands killed their catchphrases

14 famous company catchphrases that bit the dust

Ian Dagnall / Alamy Stock Photo

A memorable motto or slogan can be a super-powerful marketing tool. But as brands evolve, their old corporate catchphrases aren't always fit for purpose, despite being ingrained in the minds of millions of customers around the world.

Read on to discover 14 totally unforgettable company mottos that have been consigned to history, and why...

Don’t be evil – Google

Ian G Dagnall / Alamy Stock Photo

Google's original motto was first mooted in 1999 by in-house engineer Amit Patel before making its debut in 2004. "Dont be evil" is all about avoiding conflicts of interest and being as objective as possible, but the motto eventually became ammunition for critics of the company. In 2012, Google announced it would be tracking users across all platforms, sparking a media and public backlash. Amid accusations of hypocrisy, Google parent company Alphabet quietly dropped “don't be evil” in 2015 in favour of “do the right thing”. But that hasn't stopped the old catchphrase from coming back to haunt the business...

Don’t be evil – Google

SOPA Images Limited / Alamy Stock Photo

In fact, three former Google employees filed a lawsuit against the company in 2021, alleging it had breached its own motto and therefore their employment contracts. The trio claimed they were fired for raising concerns about the tech giant's decision to consider selling cloud technology to US immigration authorities, saying they considered the potential contract "evil" and a violation of Google's policy of "acting honorably and treating each other with respect."

Move fast and break things – Facebook

Deerkoski/Flickr CC

Facebook's motto has likewise evolved over the years. In its early industry-disrupting days, the trailblazing social media site used the slogan "move fast and break things" but as the company matured, the motto was changed to the less destructive “move fast and build things.”

Move fast and break things – Facebook

Deerkoski/Flickr CC

In 2014, Mark Zuckerberg announced a new motto: “move fast with stable infra(structure)”. It wasn't the catchiest mantra ever, but the phrase was meant to encapsulate Facebook's newfound sense of responsibility and eagerness to build upon a solid foundation. Now the company is known as Meta and, perhaps having learned from Google's mistake, doesn't seem to have a slogan at all – although "move fast" remains one of the business's six corporate values.

Finger lickin' good – KFC

Robert Clay / Alamy Stock Photo

KFC's classic slogan was created in 1956 after franchisee Dave Harman was featured in a TV commercial, messily chowing down on some chicken. An irate viewer called the company to ask why Harman was licking his fingers, to which manager Ken Harbough replied: “Well, it's finger lickin' good”.

Finger lickin' good – KFC

Jonny White / Alamy Stock Photo

“Finger lickin' good” was used in KFC advertising for decades, but in 2011, the fast food chain decided it was time for the slogan to kick the (bargain) bucket. The phrase's greasy connotations didn't gel with KFC's healthier makeover, and, although it's still firmly embedded in the public consciousness, it was dumped for the more virtuous “so good”.

Maybe she's born with it. Maybe it's Maybelline – Maybelline

Retro AdArchives / Alamy Stock Photo

Maybelline's famous slogan was devised in 1991 by the marketing team of New York investment company Wasserstein Perella & Co. "Maybe she's born with it. Maybe it's Maybelline" helped nail the brand's reputation for flawless, natural-looking make-up. But after 24 years, the motto's magic was apparently wearing off...

Maybe she's born with it. Maybe it's Maybelline – Maybelline

Retro AdArchives / Alamy Stock Photo

By the mid-2010s, the slogan had become much-parodied and Maybelline's parent company L'Oréal decided it was time for a change, plumping for the empowering “make it happen” in 2015. The swap was clearly a resounding success for Maybelline, which enjoyed impressive growth the following year.

What can brown do for you? – UPS

Courtesy UPS via YouTube

UPS launched its biggest-ever print and TV advertising campaign in 2002 with the slogan “what can brown do for you?”. The fifth tagline in the logistics company's history, it was coined by The Martin Agency in Richmond, Virginia.

What can brown do for you? – UPS

Courtesy UPS

As you might expect, the slogan was lampooned and sparked countless toilet jokes. UPS eventually abandoned the tagline, claiming it was too vague. In 2010, the company replaced it with “we heart logistics”, which was created by Ogilvy & Mather Worldwide.

Don't leave home without it – American Express

Courtesy American Express via YouTube

Ogilvy & Mather Worldwide was also the brains behind this enduring strapline. The top advertising exec created the “don't leave home without them” campaign in 1975 to promote AMEX travellers' cheques. Later, the phrase was tweaked to market the company's credit card.

Don't leave home without it – American Express

Courtesy American Express

In April 2018, AMEX unveiled a brand overhaul and global campaign with the straplines “don't do business without it” and “don't live life without it”. According to the credit card company, the new slogans reflect how business and “life”, presumably leisure, are becoming increasingly intertwined.

Have it your way – Burger King

Courtesy Burger King via YouTube

Burger King adopted the “have it your way” slogan in 1974. The idea that you could customise a fast food burger was pretty revolutionary at the time and differentiated the chain from arch-rival McDonald's.

Have it your way – Burger King

Courtesy Burger King

The flame-grilled burger chain stuck with the slogan on and off for decades but decided in 2014 that it was time for a change, settling on the millennial-friendly “be your way”. While “have it your way” refers only to the product, “be your way” is designed to connect with customers' lifestyles.

Because I'm worth it – L'Oréal

Courtesy L'Oréal

Another world-famous slogan that has been altered rather than jettisoned entirely, L'Oréal's “because I'm worth it” was created in 1973 by McCann-Erickson copywriter Ilon Specht. The slogan reflected the feminist zeitgeist of the 1970s, and suited the 'me first' attitude of the 1980s.

Because I'm worth it – L'Oréal

Courtesy L'Oréal

The slogan has since undergone several adjustments to move with the times. During the 1990s, L'Oréal swapped the “I'm” for “you're”. In 2017, the French cosmetics behemoth opted for “because we are all worth it” to focus on diversity and promote inclusivity.

Guinness is good for you – Guinness

Wellcome Images, CC BY 4.0 , via Wikimedia Commons

In 1929, Guinness hired London advertising agency S. H. Benson to create its first modern campaign for the UK market. The agency came up with the tagline “Guinness is good for you” after interviewing pub-goers, who were convinced the alcoholic beverage was doing them good.

Guinness is good for you – Guinness

Ian Dagnall / Alamy Stock Photo

In fact, Guinness was lauded for its perceived health benefits and was even prescribed by doctors in Irish maternity hospitals to expectant and new mothers. By the 1980s, advertising regulations had tightened, forcing Guinness to dump the slogan, but many people still swear by the drink as a tonic – in moderation, of course.

Two all-beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame seed bun – McDonald's

Courtesy McDonald's

Like the Big Mac that it describes, this classic McDonald's slogan is a bit of a mouthful, to say the least. The phrase, which was created by advertising agency Needham, Harper & Steers, appeared as a rapped jingle in a popular 1970s campaign.

Two all-beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame seed bun – McDonald's

Courtesy McDonald's

A slew of McDonald's restaurants even offered free drinks to customers who could recite the slogan in under four seconds. The retired strapline, which is still widely remembered by people of a certain age, has since been revived by the chain twice – first in 2003 and then in 2008.

Lipsmackin', thirstquenchin', acetastin', motivatin', goodbuzzin', cooltalkin', highwalkin', fastlivin', evergivin', coolfizzin' Pepsi – Pepsi

Courtesy PepsiCo via YouTube

If you think the McDonald's slogan is on the wordy side, you clearly don't recall this Pepsi slogan from 1974. At 134 characters, it's one of the longest straplines in history. The catchphrase was created by Dave Trott, a junior copywriter at Boase Massimi Pollitt (BMP) in London.

Lipsmackin', thirstquenchin', acetastin', motivatin', goodbuzzin', cooltalkin', highwalkin', fastlivin', evergivin', coolfizzin' Pepsi – Pepsi

Courtesy PepsiCo

Now a revered advertising guru, Trott came up with the strapline after listening to a fast-talking DJ on pirate radio. "Lipsmackin'..." was replaced in 1976 by the far more minimal “have a Pepsi day”, but it remains one of the most memorable slogans of all time, as well as the longest.

Fair and balanced – Fox News

Courtesy Fox News

Fox News got rid of its “fair and balanced” motto in 2017 in the wake of the Roger Ailes scandal, which saw chairman and CEO Ailes forced out of the company amid allegations of harassment. An already curious choice given the network's right-wing bias, the motto was thought up by the disgraced executive back in 1996.

Fair and balanced – Fox News

Courtesy Fox News

The statement was endlessly ridiculed by liberal commentators, and Fox News co-president Jack Abernethy finally decided to pull the plug because it had “been mocked” so persistently. The network opted to use its other, less contentious, motto: “Most watched. Most trusted”.

Got milk? – Milk Processor Education Program (MilkPEP)

Courtesy MilkPEP

This US dairy industry slogan was created by advertising agency Goodby Silverstein & Partners in 1993, and along with the famous 'Milk Mustache', quickly became iconic. The motto featured in celebrity-studded ads starring the likes of Beyoncé, Elton John, Taylor Swift, and Tom Brady.

Got milk? – Milk Processor Education Program (MilkPEP)

Courtesy MilkPEP

The campaign worked wonders on nationwide milk sales, but MilkPEP called time on the slogan in 2014, adopting “Milk Life” instead to focus on the drink's high protein content and health benefits. “Got milk” still lives on in California however, and the trademark continues to be licensed out.

Always the low price. Always – Walmart

Courtesy Walmart via YouTube

In 1994, the National Advertising Review Board panel ordered Walmart to change its long-running “Always the low price. Always” motto, which was ruled misleading to customers. The retailer chose “Always low prices” as a replacement and didn't look back.

Always the low price. Always – Walmart

Jonathan Weiss/Shutterstock

The motto stood Walmart in good stead for more than 20 years, but in 2011, the monster chain went upmarket and wanted to highlight its premium product ranges. To mirror this brand repositioning, the motto was changed to “Save money. Live better”.

Now discover Famous brands with different names around the world