Over more than 20 years of business battles, with just one slogan, hundreds of companies have completed the upgrade from 0 to 1, although some have since fallen or faded into silence. 1. Brain Gold: No gifts this holiday, only Brain Gold This legend must be placed first. It boldly equated Brain Gold with gifts, aired for many years, known to all ages, and was shortlisted among the top ten vulgar ads, later spawning many versions. Of course, it helped Brain Gold maintain the top spot in single-product health supplement sales for over a decade. Recently, Brain Gold has done something unexpected again, launching a 'Please Like Brain Gold' ad, which goes like this: If Brain Gold improves your sleep, please like Brain Gold once! If Brain Gold helps with bowel regularity, please like Brain Gold once! If Brain Gold helps you stay young, please like Brain Gold 10 times! If Brain Gold is ineffective for you, please complain a hundred times... Speechless, right? Anyway, I remember it. 2. Nongfu Spring: A Little Sweet After this ad aired with overwhelming intensity, Nongfu Spring achieved the goal of dividing the drinking water market into three parts, with momentum rivaling Robust and Wahaha. Psychologist Pavlov believed that suggestion is the simplest and most typical conditioned reflex in humans. Nongfu Spring, through the phrase 'a little sweet,' suggested to consumers that Nongfu Spring is natural and healthy. 3. Red Star Erguotou: Drink Down All That's Hard to Say + Everyone Has a Red Star in Their Heart This is a company with decades of history, but in recent years it has shown remarkable vitality, engaging in creative marketing, opening Tmall and JD flagship stores, and its slogans are full of life. Its growth is worth looking forward to. 4. Nanjiren: Everyone on Earth Knows Zhao Benshan did the ad for Nanjiren, with high-frequency TV bombardment, which became widely known, and Nanjiren once sold very well. 5. Dabao: See Dabao Every Day + For Good Skin, Use Dabao Morning and Night A company known for being approachable, and its slogans are equally friendly. These two ads often appeared on TV in the early years, classic symbols of the last century, and they played a significant role in making Dabao the 'first brand of domestic cosmetics.' 6. Toyota: Where There's a Road, There's a Toyota Borrowing the widely circulated Chinese saying 'When the cart reaches the mountain, there will be a road,' and then using 'Where there's a road, there's a Toyota' to show Toyota's popularity, the ad directly created hype and sparked a following trend. 7. Pepsi: The Choice of a New Generation In competition with Coca-Cola, Pepsi found a breakthrough with young people, positioning itself as the cola of the new generation, the choice of the new generation. Of course, around this slogan, intensive integrated marketing was carried out, such as inviting super stars favored by the new generation as brand ambassadors and extensive online interaction. 8. Macro: Macro Happy, Happy for Every Household Macro makes kitchen appliances like water heaters and gas stoves. This ad is a masterpiece from N years ago, not particularly aesthetic, but that doesn't stop it from influencing countless households. Some even turned this slogan into a riddle: guess a French masterpiece, the answer being Balzac's 'La Comédie humaine.' 9. When the Sun Rises, Our Love Lasts Forever After this ad aired, Apollo Oral Liquid indeed became famous. Although the brand's glory days are over, this ad remains in history. 10. The Feeling You Can't Resist (Coca-Cola) Coca-Cola has many good ads, but this one was its first TV ad in China, performed by Tong Ang. Over the years, Coca-Cola's presence in China has grown day by day. 11. Melts in Your Mouth, Not in Your Hands (M&M's) A masterpiece by the famous advertising master Bernbach, it has been passed down to this day and is often quoted. It reflects the unique USP of M&M's candy coating and implies that M&M's chocolate tastes so good that we don't want it to linger in our hands. 12. Drink Wahaha, Eat with Appetite Objectively speaking, this ad, if placed today, is somewhat misleading, after all, eating is eating; how can Wahaha stimulate appetite? 13. A Burst of Rich Aroma, A Wisp of Warmth A warm slogan from Southern Black Sesame Paste. This brand has quite a history, once sold very well, and people still miss that warm ad. 14. Once Remy Martin Opens, Good Luck Naturally Follows This is a French brand with a very long history, recognized as an expert in champagne cognac. Even so, to win a place in the Chinese market, it had to use a killer move. This slogan cleverly tapped into people's universal psychology: as long as you drink Remy Martin, good things will come. Such a beautiful hope, who wouldn't want it? 15. Dove Chocolate: Milky Richness, Silky Sensation Originally, remembering these eight characters is not easy, but Dove used high-frequency placement and highly matching visuals to convey the delicate and smooth feeling of chocolate with 'silk,' showing rich imagination. The most powerful thing is that it successfully created the psychological experience of 'silky sensation.' 16. Xinfei Ads Are Good, But Xinfei Refrigerators Are Better The period when this slogan was popular was basically when Xinfei refrigerators were selling well. In 1996, it ranked among the top three refrigerator brands in the country, listed as one of the 'Four Golden Flowers' of China's refrigerator industry. It was said that at that time, Xinfei employees, when dating, if they wore work uniforms, others would look at them with more respect, more impressive than suits and ties. At that time, Xinfei employees were worried about being robbed when they got their salaries. 17. How to Relieve Worries? Only Dukang Cao Cao wrote in 'Short Song Style': 'When I sing aloud, my worries are hard to forget. How to relieve worries? Only Dukang.' Who would have thought it would become an ad for a liquor company? Now Dukang is a leading enterprise in the pre-liquor category, but the brand is somewhat chaotic. Online, there are Luoyang Dukang, Baishui Dukang, Shaanxi Dukang Liquor, and various other names. If the Dukang brand could be integrated, the prospects would be limitless. 18. If Humans Lost Imagination, What Would the World Be Like? What makes us remember Lenovo, besides Liu Chuanzhi, Yang Yuanqing, laptops, phones, and other symbols, is this slogan, which cleverly uses the keyword 'imagination' (联想). 19. Sheep Sheep Sheep, Get Rich with Sheep (Hengyuanxiang) Seemingly conventional, but as an old enterprise founded in 1927, Hengyuanxiang's willingness to take a different path in advertising deserves a second look. 20. Drink Kongfuyan Banquet Wine, Write Grand Essays Grand and poetic, this white liquor from Shandong, on November 8, 1994, the factory director of Kongfuyan Banquet Wine, Jiang Tinghua, spent 30.79 million yuan at Beijing Media Center to win the CCTV 1995 ad 'Bid King,' full of high spirits. 21. Haier: Sincerity Forever + Haier, Made in China Haier's slogans have never been particularly aesthetic, mostly going straight to the point. First, it pushed 'Sincerity Forever,' often appearing with Haier Brothers. In recent years, it has pushed 'Made in China,' playing the national card. By 2004, Haier's annual revenue had reached 200.7 billion yuan, while Midea was only 140 billion. 22. Cars Need Gas, I Need Red Bull In the functional beverage battlefield, Red Bull is too glorious in China. This slogan from earlier years compares humans to cars, and the relationship between Red Bull and humans to that of gasoline and cars. Cars cannot do without oil, and in this slogan, humans cannot do without gasoline either, exaggerating the function of 'refreshing the mind and replenishing energy.' It dominates the market, unchallenged, and since entering the Chinese market in 1995, it has led for 20 years. 23. Volkswagen Beetle: Think Small In 1960s America, big cars were the norm, and Volkswagen's Beetle, because it was small, didn't sell well. Bernbach stepped in and proposed the 'think small' concept, making Americans realize the advantages of small cars and reversing the decline. 24. Nike: Just Do It So clean and decisive! When helping some classmates overcome indecision, the strategist can't help but shout: Just do it. Its power lies in capturing the mindset of a generation of youth: do it, be different, take action. 25. De Beers Diamonds: A Diamond Is Forever This one is more aesthetic, combining rich connotations with beautiful language, expressing the true value of diamonds while elevating the value of love to an eternal time span. Diamonds can last long, and love will remain unchanged forever. 26. Maxwell House Coffee: Drip by Drip, Aroma Lingers + Good Things Should Be Shared with Good Friends By the time of this slogan, Maxwell House was already famous. The first slogan strives to create the mood of tasting coffee, conveying the aroma and inner feeling. The latter clearly defines itself as a 'good thing' and advocates sharing. 27. Yamaha Pianos: Children Who Learn Piano Won't Go Bad It truly captures parents' mentality; they are all afraid their children will go astray, so learn piano to help children grow healthily. Of course, this slogan is somewhat arbitrary. 28. The Sun Is Redder, Changhong Is Newer Although it's a slogan-style ad, it leaves a deep impression, full of boldness. Being memorable and showing dominance is also a form of success. The years this ad aired were also Changhong's golden growth period. 29. Li-Ning: Leave the Splendor to Yourself + Anything Is Possible Very powerful, it encouraged a generation. During the period this slogan was popular, Li-Ning completed its myth-making. In 2010, Li-Ning abandoned the 'Anything Is Possible' slogan and replaced it with 'Make The Change.' Unfortunately, after the change, the company's performance fell into a quagmire, with losses for three consecutive years totaling 3.1 billion yuan. In the second half of 2015, Li-Ning switched back to this slogan with great fanfare. 30. Kongfujia Liquor: Makes You Miss Home What a tear-jerking slogan. This was in 1993, when Shandong's Kongfujia Liquor created this slogan in conjunction with 'A Native of Beijing in New York,' taking a warm, family-oriented route, hitting the mark and becoming a must-have for banquets and gifts when returning home. During its heyday, on the national administrative map, Kongfujia Liquor had almost no market gaps, achieving 1 billion yuan in sales in 1996, ranking among the top three in the country. 31. Robust: 27 Layers of Purification Against a blue backdrop, a crystal-clear water drop falls from above, undergoes strict 27-layer purification, and merges into a sea of pure water. This is the visual scene Robust deliberately created, highlighting the concept of purity and giving the audience a sensory experience of purification. With multiple levels of strict purification, water quality is naturally guaranteed, and one sentence completes this information transfer. 'Robust' milk, from 1993 to 1998, held the number one market share for six consecutive years. Robust purified water, launched in 1997, held the number two market share for two consecutive years. 32. East, West, South, North, Good Liquor Is in Zhanggong Zhanggong liquor, a big brand in memory. Zhanggong is actually Zhanggong Town in Ningling County, Henan Province. A town produces a liquor, and this liquor, based in the Central Plains, aims to conquer the world. This slogan is a testament to its dominance. During its peak period of three years, from 1995 to 1997, annual sales revenue was 800 million yuan. At that time, it was said that 'Zhanggong could go 3 years without selling a drop and still have endless money.' 33. Crystal Clear, Cool to the Heart Sprite, backed by Coca-Cola, was launched in the US in 1961 and entered China in 1984, developing relatively smoothly. This slogan appeared before 2008, fully engaging the senses, such as visual brightness and the feeling of coolness, stimulating the viewer's urge to take a sip. 34. Yili You Suan Nai: I Want My Flavor This is actually a song coordinated with the promotion of Yili You Suan Nai, titled 'I Want My Flavor,' released in 2006, sung by Liu Yifei. It later evolved into various ad slogans, and its influence among young people, I don't need to emphasize. Deng Chaoming, chief planner of Yingdao Consulting, believes it expresses independence, freedom, and strong self-assertion. You Suan Nai's annual sales once reached 6 billion packs, selling well for over 10 years. 35. Mengniu Sour Milk: Sour and Sweet, That's Me In 2005, this was the theme song for Mengniu Sour Milk. Sung by Zhang Hanyun, it depicted the lives and thoughts of teenagers, expressing many students' feelings and dissatisfaction with school life. It also spawned numerous ad slogans. Along with the popularity of Hunan Satellite TV's 'Super Girl' program, Mengniu Sour Milk sales soared. 36. Love Life, Love Lafang This slogan is known to every household, familiar to men, women, old, and young, and has been widely parodied and quoted. Its characteristic lies in its simple pronunciation and rhythmic feel, easy to read, remember, and spread; once read, it's not forgotten. It's also closely linked to life. 37. Fear of Getting Heated? Drink Wanglaoji A classic of a generation! In 2003, red-can Wanglaoji was positioned as a drink to prevent getting heated, launching the slogan 'Fear of getting heated, drink Wanglaoji.' This phrase was refined based on Wanglaoji's consumption in places like barbecue, dining out, gatherings, and mountain climbing where one might get heated, combined with the product's function. By 2011, red-can Wanglaoji sales revenue reached 16 billion yuan. After being stripped of the Wanglaoji trademark usage rights, JDB launched slogans like 'Fear of getting heated, drink JDB' for promotion. In the first instance, it was found by the Guangzhou Intermediate Court to constitute unfair competition, requiring compensation of 5 million yuan in economic losses to Wanglaoji. In other words, this phrase might be worth 5 million yuan. 38. Haiwang Yindefei: At Critical Moments, How Can You Catch a Cold? The ad is powerful, directly targeting the pain point of colds, using critical moments to highlight quick effectiveness. It did achieve sales for a while, but it didn't last. 39. Nongfu Orchard: Shake Before Drinking Shaking is originally a description on many juice drink packages. Careful readers may have noticed that many beverage packages have a line of small print: 'If there is sediment, it's pulp, please shake well before drinking.' But Nongfu Orchard turned this description into a slogan, with the subtext being high concentration and better taste. This suggestion is amazing. Combined with the ad's shaking visuals, it instantly creates the urge to shake. 40. Shanshan Suits: Don't Be Too Cool, Okay? Its influence lies in making 'don't be too...' a catchphrase. Shanshan is an old brand with over 20 years of history, listed on the Shanghai Stock Exchange in 1996, and was the first listed company in China's apparel industry. It has released many slogans, such as 'Let's change ourselves,' 'It's not me, it's the wind,' 'China's Liu Xiang, China's Shanshan,' but none are as stylish as this 'Don't be too.' -END- The best domestic FMCG distributor learning platform Focusing on providing distributors and enterprises With professional, practical, and actionable tutorials Committed to helping Chinese FMCG distributors grow rapidly The most professional and practical knowledge base in the FMCG industry Reply with the red number below to get the corresponding content Reply with number 1 to view the complete knowledge base | 001 Excellent Article Selection | 002 Distributor Market Operations | 003 Terminal Visit Management | 004 Sales Supervisor Skills | 005 Sales Improvement Techniques | 006 Channel Expansion | 007 Managing Distributors | 008 Distributor Development | 009 Distributor Internal Operations Management | 010 Team Management | 011 Efficient Distribution Techniques | 012 Sales Manager's Eighteen Skills | 013 KA Operations Strategy | 014 First Lesson for New Salespeople | 015 Internet, Brands | [Long press QR code to follow] To join QQ/WeChat groups, please click: Read the original text