10. Meow Mix: “Tastes So Good, Cats Ask for It by Name”

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Diamonds aren't inherently worth much. In an astounding piece of journalism from 1982, Edward Jay Epstein wrote in The Atlantic that diamonds are “a mechanism for converting tiny crystals of carbon into universally recognized tokens of wealth, power, and romance.”

That’s largely thanks to a brilliant, multifaceted (see what I did there) marketing strategy designed and executed by ad agency N.W. Ayer in the early 1900s for its client, De Beers.

The four, iconic words “A Diamond is Forever” have appeared in every single De Beers advertisement since 1948, and AdAge named it the best slogan of the century in 1999.

What I like: It connects tiny crystals of carbon with the hopes and dreams that your relationship will last forever. It also helped discourage people from ever reselling their diamonds. (Mass reselling would disrupt the market and reveal the alarmingly low intrinsic value of the stones themselves.) Brilliant.


Meow meow meow meow ... who remembers this catchy china phone number material tune sung by cats, for cats, in Meow Mix's television commercials? The brand released a simple but telling slogan: “Tastes So Good, Cats Ask For It By Name.”

What I like: This slogan plays off your cat’s natural chattiness around mealtime. It was not only clever, but it also successfully planted Meow Mix as a standout brand in a cluttered market (or is that meow-ket?).

11. Allstate: “You're in Good Hands With Allstate”
Allstate. You’re in good hands.

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If there’s one thing people want from an insurance company, it’s reliability. Who wouldn’t be put at ease after hearing "You’re in good hands with Allstate”? It’s worked so well the slogan has been in service for nearly six decades.