13 Classic Slogans That Were Almost Something Completely Different
The slogans we know and love today weren’t always set in stone. Behind every iconic catchphrase lies a creative process filled with alternatives, revisions, and near-misses that could have changed advertising history. Many of these famous taglines were almost something entirely different before a last-minute decision cemented them in our cultural memory.
Here is a list of 13 classic slogans that nearly took a completely different direction before becoming the memorable phrases we recognize today.
“Just Do It” Almost Wasn’t Nike’s Rally Cry
Nike’s revolutionary slogan that transformed the company into a household name was nearly passed over for other options. The advertising team originally considered phrases like “There Is No Finish Line” and “You’ll Run Faster in Nikes” before landing on their three-word masterpiece.
The simplicity of “Just Do It” came from Dan Wieden who was inspired by the final words of convicted murderer Gary Gilmore before his execution. The dark origin contrasts with how empowering and universal the phrase became after its 1988 debut.
M&M’s “Melts in Your Mouth, Not in Your Hands” Had Competition
This clever tagline emphasizing the advantages of the sugar coating nearly failed. Alternatives such as “The Candy Shell Protects the Chocolate” and “The Milk Chocolate That Won’t Smear” were discussed by Mars executives. The winning phrase was originally used in 1954 and hasn’t altered much in almost 70 years.
The final tagline was so memorable because the initial options placed too much emphasis on the technical details rather than the benefits to the consumer.
Like Go2Tutors’s content? Follow us on MSN.
McDonald’s Almost Didn’t “Love It”
McDonald’s thought of more than 200 potential slogans before deciding on “I’m Lovin’ It” in 2003, including “My McDonald’s” and “Food, Folks, and More Fun.” The winning slogan was used in a global campaign that cost more than $1.37 billion to launch.
The “ba-da-ba-ba-ba” jingle, which has now become McDonald’s longest-running campaign in company history, was made popular by Justin Timberlake.
Wheaties Nearly Missed Being “The Breakfast of Champions”
General Mills’ famous cereal slogan was almost “The Favorite Food of Athletes” or “Training Table Cereal.” The brand landed on their iconic phrase in 1927, after noticing that athletes who endorsed the product kept referring to it as their championship breakfast.
The simplicity and aspiration of the final choice has helped Wheaties maintain its premium positioning for nearly a century while featuring countless sports stars on its iconic orange boxes.
De Beers Diamond Slogan Was Almost Less Romantic
“A Diamond is Forever” nearly lost out to more practical alternatives like “Diamonds Are an Investment That Last Forever” and “Show Your Love With a Diamond.” The winning four-word phrase coined in 1948 by copywriter Frances Gerety has become so embedded in our culture that it was named the best advertising slogan of the 20th century.
The rejected options focused too much on the transactional aspects rather than the emotional connection that made the final slogan so powerful.
Like Go2Tutors’s content? Follow us on MSN.
Avis Almost Didn’t “Try Harder”
Avis’s famous 1962 campaign acknowledging their second-place status to Hertz almost went with “Avis: The Other Rental Car Company” or “We’re Second, So We Work Overtime.” The honest admission of being number two was revolutionary in advertising at the time.
The winning phrase turned a perceived weakness into a strength and helped Avis narrow the gap with their larger competitor while creating a corporate culture of extra effort.
L’Oréal Nearly Skipped “Worth It”
The cosmetic giant’s empowering “Because You’re Worth It” slogan was almost replaced by “Because I’m Smart Enough to Know What Works” or “The Science Behind Beautiful Hair.” Created in 1973 by a young female copywriter, the chosen phrase subtly addressed women’s guilt about spending money on themselves.
This feminist-leaning message was groundbreaking for its time and has evolved slightly over the years while maintaining its core empowerment message.
Verizon Almost Didn’t Ask “Can You Hear Me Now?”
Before landing on their iconic question, Verizon considered “America’s Most Reliable Network” and “The Clear Connection.” Test commercials featuring their “Test Man” character trying different slogans showed that the conversational question resonated best with consumers.
The phrase tapped into a universal experience of mobile phone users and ran from 2002 to 2011, becoming so recognizable that when the actor who played Test Man switched to Sprint, it made national news.
Like Go2Tutors’s content? Follow us on MSN.
Las Vegas Nearly Gambled Away Its Best Slogan
“What Happens Here, Stays Here” was almost scrapped for alternatives like “Las Vegas: Play to Win” or “Your Kind of Town.” The winning phrase was actually created before the 9/11 attacks but was shelved due to concerns about its appropriateness.
When it finally launched in 2003, it perfectly captured the adult freedom the city offered. The campaign helped transform Las Vegas from a gambling destination to an adult playground and increased tourism significantly.
Allstate Nearly Missed “Good Hands”
The insurance company almost went with “Protection You Can Count On” or “Nationwide Protection” before choosing “You’re in Good Hands with Allstate.” The winning phrase came from a sales manager who recalled the comfort he felt when his child was ill and the doctor said, “Don’t worry, your child is in good hands.”
This personal connection gave the slogan emotional resonance that has kept it in use since 1950, making it one of the longest-running taglines in American advertising.
California Milk Processor Board Almost Skipped “Got Milk?”
The dairy industry nearly went with “Milk: It Does a Body Good” or “Milk: The Right Choice” before copywriter Jeff Goodby created the brilliantly simple question. The campaign launched in 1993 with the now-famous “Aaron Burr” commercial showing a history buff unable to answer a radio contest question because his mouth was full of peanut butter with no milk to wash it down.
The phrase became so culturally significant that it spawned countless parodies and increased milk sales for the first time in decades.
Like Go2Tutors’s content? Follow us on MSN.
BMW’s “Ultimate Driving Machine” Had Ultimate Competition
The luxury automaker considered “The Precision Automobile” and “Engineered Like No Other Car” before landing on their performance-focused tagline. Created in 1973 by the Martin Agency, the winning phrase perfectly positioned BMW against Mercedes-Benz’s comfort-oriented marketing.
The slogan has remained essentially unchanged for almost 50 years despite brief experiments with alternatives like “Joy of Driving,” proving the staying power of the original concept.
KFC Almost Didn’t Finger Lick
Colonel Sanders’ chicken empire nearly went with “It’s Sunday Dinner Seven Days a Week” or “America’s Hospitality Dish” before landing on “Finger Lickin’ Good.” The iconic phrase allegedly originated when a franchise manager was photographed licking his fingers while eating in the background of a TV commercial shoot.
The spontaneous moment captured the messy enjoyment of eating fried chicken better than any scripted alternative could have.
The Enduring Power of the Perfect Phrase
These famous slogans demonstrate how the perfect combination of words can become more valuable than the products they advertise. The alternatives that were passed over often focused too much on features rather than emotions or tried to say too much at once.
The winning phrases share qualities of simplicity, memorability, and an ability to connect with consumers on a deeper level than their rejected counterparts. The next time you hear one of these classic taglines, remember that advertising history might have been very different if those alternative versions had won the day.
These slogans remind us that sometimes the most powerful messages are the ones that almost never existed.
Like Go2Tutors’s content? Follow us on MSN.
More from Go2Tutors!
- 18 Unexpectedly Valuable Collectibles You Might Have Lying Around
- 20 Little-Known Historical Battles That Had Huge Consequences
- 20 Historical Artifacts That Scientists Can’t Explain
- 15 Inventions That Were Immediately Banned After Being Created
- 20 Actors Who Were Almost Cast in Iconic Roles
Like Go2Tutors’s content? Follow us on MSN.
