In this article, we have collected 99 masterpieces of Soviet and Russian advertising over the past 100 years, from the slogans of Vladimir Mayakovsky to the Yandex slogan. The list includes both really talented creations and pearls from the category “What did the author smoke?” One thing unites them: finally and irrevocably they went to the people, became catchphrases. So, the most famous slogans in Russia.
“A visitor from dachas, from cities and villages, there is nothing to wag your soles in search of - you will immediately find EVERYTHING neatly, quickly and cheaply in GUM!”, Vladimir Mayakovsky, 1923.
“There was no better nipple and is not, ready to suck until old age”, Vladimir Mayakovsky, 1925.
“Demand topping up the beer after the foam settles” (Restaurant Glavpivprom).
"Keep your money in savings banks."
“It’s time for everyone to try how tasty and tender crabs (Glavryba) are.”
"Fly with Aeroflot aircraft."
“Who goes where, and I go to the Savings bank.”
"Peace, friendship, chewing gum!" (confectionery factory Rotfront).
“It's time for you, and it's time for you to conclude contracts with the fan factory” (MoVen factory).
Slogans of the 90s
“Pay your taxes and sleep well” (Tax police).
"World History" (Bank Imperial).
"Tanks are not afraid of dirt" (KAMAZ).
Taste of Victory (Herschi Cola).
“We are not freeloaders. We are partners” (MMM).
Hopper Invest. Great company."
“We will succeed” (“Russian project” on ORT, 1995).
"I am a white eagle!", vodka "White Eagle".
“Don't slow down. Snickersney!"
"Pause - eat Twix."
"Russia is a generous soul."
"Sometimes it's better to chew than talk," Stimorol, 2000.
“Image is nothing, thirst is everything. Don't let yourself dry up, Sprite, 2000.
Beer brand slogans
“Time with the Fat Man flies unnoticed!”
"Solodov. Responsible for quality
"Baltic. Where Russia is.
Stella Artois. Perfection is priceless."
"Doctor Diesel. We are so different, and yet we are together.”
"Golden barrel. We need to meet more often."
“Who is following Klinsky?”
car brand slogans
"On all the roads of the country", Lada Priora.
Drive the Dream, Toyota.
"Exceeding Expectations" Nissan.
“You surprise me”, Volga.
"Pursuit of Excellence" Lexus.
cellular
"Live on the bright side", Beeline.
"People say", MTS.
“The future depends on you”, Megafon.
“Just cheaper”, Tele2.
“Prices are just f*cking”, Euroset.
“Live by communication”, Svyaznoy.
“More opportunities to tell about the important”, Rostelecom.
The drinks
"Take everything from life", Pepsi.
"Just add water", Invite.
"Pour in!", Fanta.
“Life is a good thing. Like it or not”, Rich juices.
"It's good to have a house in the country", dairy products.
"Red Bull inspiring".
May tea is my favorite tea.
"Life is good when you drink slowly," Mirinda.
"Find out what you're capable of", Burn.
"The best in tea, the best in me", Lipton tea.
Food
"And let the whole world wait," Danissimo.
"Fresh Solution", Mentos.
"Charge your brain", Nuts.
"Paradise Delight", Bounty.
"Fresh breath makes understanding easier," Rondo.
"Ate - and order", Snickers.
"Sweetness and freshness in just two calories", Tic Tac.
"It's all about the magic bubbles," Wispa.
“Chewing is not worrying”, Chewits.
"Milk tastes twice as good if it's the Milky Way."
“The most delicious protection against caries”, Orbit.
“Having tried once, I eat now”, Pringles chips.
"Dumplings without haste", Sam Samych.
"People love Doshirak."
"Fun and tasty at McDonald's."
Hygiene products, cosmetics, household chemicals
"Are you still boiling? Then we are coming to you!”, Tide.
"Purity is pure Tide."
"Never let you down" Rexona.
“There is no better for a man,” Gillette.
"Kills all known microbes on the spot", Domestos.
“Everyone is in awe of you, and you are Maybelline.”
“Speaks your body language”, Alwas.
“Be sure. Wear Libresse."
Appliances
“Reliable home appliances exist. Proven by Zanussi."
"We care about you", Tefal.
“We work, you rest”, Indesit.
"We guess desires", Ariston.
"Made with sense", Electrolux.
Ideas for Life, Panasonic.
And the most successful, in our opinion, slogan of our time is the Yandex motto “There is everything”. The ideal expression of the essence and benefits of the product in a nutshell.
The funniest slogans in Russian advertising
In conclusion - the 12 most "flying" slogans, when you involuntarily ask yourself the question: "What did the author smoke?"
"For big and small things", SantekhUyut.
“Your ass is smiling”, Sudocrem.
“The toilet is the face of the hostess”, Harpic.
“flatulence has no chance”, Espumizan.
“So soft that you can trust it with the most precious things”, Zewa toilet paper.
“Your strength is in our eggs”, Soyuz poultry farm.
"Dlyanos" will test daddy's nose.
“Prices are low, like golden pancakes”, Pyaterochka supermarket chain.
"My husband drinks, but I'm calm for him," Aquaphor filters.
"Your legs will walk like a Swiss watch" commercial for compression stockings.
“No shit for yourself dumplings”, dumplings “Three little pigs”.
"He's like me, only a bank", Bank Trust.
“If you want to be original for the sake of originality, you can show up to work every morning with a sock in your mouth.” Leo Burnett
"People don't buy from clowns" by Claude Hopkins.
Inspiration and high sales to you!
"Slogan" - a term that came into Russian from English, was originally distributed among American advertisers. The word itself, however, is very ancient, coming from the Gaelic language (sluagh-ghairm), where it meant "battle cry". In its modern meaning, it was first used in 1880. Earlier in Russian, instead of the word “slogan”, the word “slogan” was used, which came into Russian from German (losung - “military password”).
In this material, we have collected the most popular slogans that were noted at various advertising festivals and competitions, the best and most famous.
Fashion
- A diamond is forever / Diamonds forever
- For successful living
Regardez-moi dans les yeux / Look me in the eyes, I said in the EYES!
Hello boys / Hello boys
- Impossible is nothing / The impossible is possible
- Just do it
- Lifts and separates / Lifts and separates (underwear)
- Maybe she's born with it. Maybe it's Maybelline / Maybe she was born with it. Maybe it's Maybelline
- I am what I am / I am who I am
- Because you "re worth it / Because you deserve it
- Eat Fresh! / Eat fresh!
- 57 Varieties / 57 types
- Beanz Meanz Heinz / Beans mean Heinz
- Once you pop you can "t stop. / Once you try it, you won't stop
- America Runs On Dunkin
The drinks
- Got Milk? / No milk? (Did you forget the milk?)
- Pure Life / Pure life
Beer
- Foster's. Australian for Beer / Foster's. "Beer" in Australian
- Guinness is good for you / Guinness is good
- My goodness, my Guinness / My God, my Guinness
- Good Thing Come To Those Who Wait
- It's Miller time! / This is Miller time
- The Champagne of Beers
- Keep Walking
- Made from beer / Made from beer
- Probably the best beer in the world!/Perhaps the best beer in the world!
- Reassuringly expensive/Perfection is priceless
- WASSSSSUP?! / Kagdilaaaaaaa?!
- We drink all we can. The rest we sell / We drink everything we can. We sell the rest
Coffee
- Good to the last drop / Good to the last drop
- It "s all about you / All about you
- What else? / What else?
Carbonated drinks
- Do the Dew
- Obey your thirst / Obey your thirst!
- Shhh! You know who?/Shhh! You know what?
- Scotland's other National Drink / Another national drink of Scotland
- The Uncola
- It Gives You Wiiings/ Red Bull
- Always Coca Cola / Always Coca Cola, 1990s
- It "s the real thing / She is real, 1971
- Life is Good / Life is good, 2001
- Live on the coke side of life / Live on the Coca-Cola side, 2006
- Ask For More / Ask for more (Take everything from life), 2000, mainly in Europe.
- All the taste, 1/3 of the calories / All taste, 1/3 calories, Pepsi Max, 1993
- Pepsi. The Choice of a New Generation/Pepsi. The New Generation's Choice (The New Generation Chooses Pepsi), 1984
- Have a Pepsi Day! / Pepsyachnogo day!, 1977
Breakfasts
- Central heating for kids / Central heating for children
- They "re grrreat! / They are fucking awesome!
Sweets
- The mint with the hole / Mint with a hole
- A glass and a half of milk in every pound
- How do you eat yours / How do you eat yours? (About Creme Eggs, chocolate eggs)
- A taste of paradise / Taste of paradise
- Do you eat the red ones last? / Do you eat the red ones last?
- The freshmaker! / Create!
Give me a break! / I need a break! (play on words - a piece of chocolate)
- Hungry? Grab a Snickers / Hungry? Snickersney!
The milk chocolate melts in your mouth, not in your hand. / Milk chocolate melts in your mouth, not in your hands
- Skittles...taste the rainbow
Fast food
- America's Favorite Pizza. / America's Favorite Pizza
Hut, Hut, Pizza Hut.
- You "re the boss. / You are in charge here
- Home of the Whopper
- Nobody does chicken like KFC / Nobody cooks chicken like KFC
- Finger lickin "good!"
- Where's the beef? / Where is the meat?
- Two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun. / Two grilled meat cutlets, special sauce cheese, cucumbers, lettuce and onions, all on a bun with sesame seeds
- I "m lovin" it / That's what I love
- Put a smile on. Happy Meal / Smile. happy meal
Animal food
- In tests, out eight of ten owners said their cats preferred it. / In tests, eight out of ten owners said their cat preferred it.
Entertainment and leisure
- The happiest place on Earth / The happiest place on earth
- I "m going to Walt Disney World! / I'm going to Walt Disney World!
- I love New York / I love New York
- Incredible India! / Incredible India!
Tobacco products
- Camels Soothe Your T-Zone/Camel relieves headaches
- More Doctors Smoke Camels than any other Cigarette
- I "d Walk a Mile for A Camel / For the sake of Camel I will walk a mile
- Doctors Recommend Phillip Morris
Just What the Doctor Ordered
- You "ve Come a Long Way, Baby / You've come a long way, baby
- Liberte toujours / Freedom forever
- Nicorette, nicorette, you can beat the cigarette! / Nicorette, nicorette, you can live without cigarettes!
Transport
- We keep your promises / We keep your promises
- We "re number two. We try harder. / We are number two. We try even harder
- When it absolutely, positively has to be there overnight
Airlines
- It "s time to fly / Time to fly
- We never forget you have a choice / We never forget that you have a choice
- Something special in the air / Something special in the air
- Fly with US / Fly with us (play on words, us - we, with us, US - USA)
- The Wings of Man
- The world "s favorite airline / Favorite airlines of the world
- There's no better way to fly Lufthansa / There is no better way to fly than Lufthansa
Cars
- The Power of Dreams
- Born to lead / Born to be a leader
- The Drive of your life / Drive of your life
- Drivers wanted
- If only everything in life was as reliable as a Volkswagen / If everything in life was as reliable as a Volkswagen
- Think Small
- Safe Happens / Safety happens
- DasAuto
- Grab life by the horns / Take life by the horns
- It "s a Skoda. Honest / This is Skoda. Honestly
- Zoom-Zoom
- Put the fun back into driving / Put the fun back into driving
- State of Independence
- The ultimate driving machine
- "At 60 mph, the loudest sound in the cabin is the ticking of the clock"
And the no less famous answer of the RR mechanic:
"I've always said that something needs to be done with this watch"
- Vorsprung durch Technik / Technical Excellence
- The Pursuit Of Perfection
- Driven By Passion
Tires
- On the wings of Goodyear / On the wings of Goodyear
- When it pours, it reigns / When it pours, they reign
- A Better Way forward / Better go ahead
- Passion For Excellence
- Power is nothing without control
Petrol
- Beyond Petroleum / More than fuel
- I swear by Shell
Retail
- Why pay more / Why pay more
- That's ASDA price / This is the ASDA price
- It "s All Inside. / All inside
- Every Day Matters / Every day matters
- Try something new today / Try something new today
save money. live better. / Save money. Live better.
Electronics
Like no other (another option - Similar. No. Other)
- Life is good
Digitally Yours
- Numerically yours (play on words, formed from fully yours - sincerely yours)
Challenge everything
- Challenge everything
EA Sports. It's in the game
- EA Sports. All in the game
Connecting people
- connecting people
- Do you have the bunny inside? / Do you have a rabbit inside? - He keeps going and going and going / He continues to work, work and work
- No battery is stronger longer. / No battery lasts longer
- Trusted Everywhere / Trusted everywhere
One that Last / The one that works longer / still works
Sharp Minds, Sharp Products
- Sharp minds, Sharp products (pun, Sharp - sharp)
Let "s Make Things Better / Let's make the world a better place (Let's change the world for the better)
- Sense and Simplicity
- Live in your world, play in ours. / Live in your world, play in ours
- Play beyond. / play outside
- PSP. Hells Yeah. / PSP. Oh yeah!
- Jump in / Jump in (Join in)
- Get N or get out. / Take N or leave (play on words, from the expression get in or get out - come in or get out)
- Wii would like to play. / The Wii wants to play (Play on: We - Wii, i.e.<Мы хотели бы поиграть>)
- Now You "re Playing With Power! / Now you are playing with power!
- Play It Loud. / Play out loud (from the English. Say it loud - say it out loud)
- See what the future has in store. / See what the future has in store for you
- We bring good things to life. / We bring good things to life / We bring good ideas to life
- Imagination at Work. / Imagination at work
- HelloMoto
- Intelligence everywhere / Intelligence in everything
- Welcome To The Human Network / Welcome to the human network
- Everything is Easier on a Mac
- Once you go Mac. You "ll never go back / Once you've tried a Mac, you'll never go back
- Think different / Think differently
- Think / Think
- Do you... Yahoo!?
- Easy as Dell / Easy as Dell
- Yours Is Here / Yours is here
- Inspire me. Surprise me. AMD me. / Inspire me. Surprise me. amd me.
- Intel inside / Intel inside
- Invent / Invent
- Welcome to the World Wide Wow
- Where do you want to go today? / Where do you want to go today?
- Wikipedia, the Free Encyclopedia / Wikipedia, the free encyclopedia
- Buy it. Sell it. love it. / Buy it. Sell it. Love it.
- Make The Most Of Now / Get the most out of the moment
- Happy To Help / Happy to help
- The Future "s Bright; The Future" s Orange / The future is light, the future is Orange
Banking
- The World Puts Its Stock In US
- Edge Is Efficiency / Crisis is an advantage
Bright Side has put together a selection of the best Russian advertising slogans. It includes not only slogans created by advertisers in the era of modern capitalist advertising that began 20 years ago, but also favorite and eternal slogans of the Soviet era, elegant and competent localizations of Western slogans.
The study was based on a variety of criteria, such as whether the slogan somehow became a catch phrase and how actively it was used in Russia, the creative value, the author's fame, the use of the possibilities of the Russian language. Some slogans made it to this list solely for many years of service and the steadfastness of advertisers.
The best slogans of Russia
- Peace, friendship, chewing gum! (Rotfront, 1957)
- There was no better nipple and is not, ready to suck until old age (copywriter - Mayakovsky)
- There is everything (Yandex, author — Yandex team)
- The World History. Bank Imperial
- Demand topping up beer after settling foam (Restaurant "Glavpivprom")
- Sometimes chewing is better than talking (Stimorol)
- Pay your taxes and sleep well (Tax Police)
- M&M's. Melts in your mouth, not in your hands
- There is an idea - there is IKEA
- Your pussy would buy Whiskas
- It's time for you and it's time for you to conclude agreements with the fan factory (MOVEN).
- Vote or lose (Yeltsin's 1996 election campaign)
- Snickers. Don't slow down - snickers
- Prices are just o*uet (Euroset)
- Russia is a generous soul
- That's why they don't bite (Moskitol)
- He is so alone (Tinkoff)
- Tanks are not afraid of dirt (KAMAZ)
- Fly with Aeroflot
- This is not a dream, this is Sony
- Take a break - eat Twix
Also worth noting are retro slogans:
- It's time for everyone to try how tasty and tender crabs are (Glavryba)
- Nowhere but in Mosselprom
- Keep money in savings banks
- NPO "Alternativa". With all the richness of choice, there is no other alternative.
- Who goes where, and I'm in the savings bank
- Stole? Should have put Clifford
- Hopper Invest. Great company!
3 best slogans of the cellular communication industry:
- MTS. People says
- Beeline. Live on the bright side
- Megaphone. The future depends on you
The best car slogans
- Free — Volvo
- Volga. You surprise me
- Lada Priora. On all roads of the country
- GAS. Russian cars
- Daewoo. Get your favorite
- Mazda. How dare you
- Toyota. Manage dream
- Nissan. Exceeding expectations
- Lexus. The pursuit of excellence
- Skoda. Simply brilliant
Beer
- Ovip Lokos. In the name of good!
- Baltic. Where Russia
- Patra. Beer with cork
- Who is following Klinsky?
- Golden barrel. We need to meet more often
- Solodov. Responsible for quality
- Doctor Diesel. We are so different, and yet we are together
- Stella Artois. Perfection is priceless.
The drinks
- Sprite. Don't let yourself dry out!
- Fanta. Pour in!
- Invite. Just add water
- Red Bull
- Pepsi. Take everything from life
- The new generation chooses Pepsi
- Hershey Cole. Taste of victory!
- It's good to have a house in the countryside
- Mirinda. Life is good when you drink slowly
- Rich. Life is a good thing. Anyway
- May tea is my favorite tea
- Hello. Live orange juice
Hygiene and cosmetics
- Pampers. Toddlers inspire
- always. Speaks your body language
- Be sure. Wear Libresse.
- Kleenex is soft like velvet!
- Clear Vita Abe. No dandruff
- Take care of yourself. Garnier
- Millions of germs will die (Domestos)
- Rexona. Will never let you down
- Orbit. The most delicious protection against caries
- Everyone is in awe of you, and you are from Maybelline
- Ax. Full Ax Effect
- Gillette. There is no better for a man
Clothing and footwear
- Ralph Ringer. Twisting the earth
- Savage. Freedom to be yourself
- camelot. Leave your mark
- From Paris to Nakhodka "Omsa" - the best tights!
- Eco. Shoes for life
Insurance
- Rosno got it!
- Insurance group Spassky gates. Like behind a stone wall
- Rosgosstrakh. Did everything right!
- Renaissance Insurance. The art of remembering the future
- Ingosstrakh pays. Always.
Sweets
- Mars. Everything will be in chocolate
- Rondo. Fresh breath makes it easier to understand
- Mentos. fresh solution
- Everyone loves Mamba. And Serezha too!
- Chewits. Chew don't worry
- Skittles. Do not sour - hang on the rainbow
- Dirol Kids. Now banana!
- Bounty. Paradisaic delight
- juicy fruit. I want it already!
- juicy fruit. Full Banana!
- Nuts. Charge your brains
- Snickers. Ate - and the order!
- Wispa. It's all about the magic bubbles
- Milk tastes twice as good if it's Milky Way!
- There is time. There is a Meller
- Tic Tac. Sweetness and freshness in just two calories
Media
- Echo of Moscow. Listen to the radio, the rest is visibility
- TNT. Feel our love
- TV channel Sport. Not a day without sport
- Russian radio. Everything will be fine
- Kommersant. For a real merchant - 15 years is not a term
Retail
- Crossroads. Move on to the best
- Technosila. We know people, we offer solutions
- El Dorado. Home of low prices
- Company Party. Out of politics! Out of competition!
- Technosila. Common Sense Stores
- The Snow Queen. Where do you dress?
Technics
- Indesit. We work, you rest
- Reliable home appliances exist. Proven by Zanussi
- Sony. CD and listen
- Philips. Let's change life for the better
- Tefal. We care about you.
Snacks
- BEERka. Delivered to beer
- Pringles. Having tried once, I eat now
- Chester loves Cheetos
- Yum-yum, buy Mikoyan.
Food
- Russian sea. Fish favorites
- Samych himself. Dumplings without haste
- People love Doshirak
- Knorr - tasty and skorr!
- Gallina Blanka - bul bul
- Canned Green Ray - opened and eaten
- Danissimo. And let the whole world wait
pharmaceuticals
- Nazivin. For noses and spouts
- There is a hurricane in the stomach - take Espumizan
- Bromhexine. When kids cough, a blue bear will help them!
Other
- Aeroflot. Easy to get up
- Telemarket. We sit and the money goes
- Bridgestone. Victory over the road
- Once Persil, Always Persil
- Purity - pure Tide
- Erich Krause. Feel-good work
- Oblomov restaurant. The Complete Collection of Pleasures
- Fun and delicious at McDonald's
- Pedigree. Sign of care and love
- Bzzzz, bzzzz, Suprimex!
Slogan criteria
Strict compliance with the brand line
the slogan should take into account all aspects of the marketing strategy and be part of it
memorable
easily reproducible, excluding confusion in words, having a good and simple rhythmic pattern
Gone to the people
Conciseness
Takes full advantage of the language
literate, pleasant, interesting turns of speech
Phonetics
harmonious sound, ease of pronunciation
rhythm
Having a simple, pleasant rhythmic pattern
Contrast
allows you to stand out from the competition
The presence of a second bottom
The slogan, understood in two ways, while the "second bottom" does not contradict the main message, but positively complements it.
Background information about the study
Types of slogans:On the subject of promotion:
. Commodity - appeal to the rational side of the target audience through arguments. Its task is to convey to the consumer the main difference, the advantage of the product over others, to create a certain emotional attitude of the consumer to the product or its quality. As a rule, the questions are answered: What is a product? What product? Who/what is the product for? What is its advantage? What should the buyer do?
. Image - to feelings through emotions. They are aimed at increasing the recognition of the company, brand with an emphasis on any common feature in the company's activities, which applies to all products or services. They offer a potential client to feel a certain atmosphere and draw the necessary analogies with the advertised product.
Linked to product
. Related − Includes product names. Such a slogan is inseparable from the name. "Your pussy would buy Whiskas"
. Attached - correlate with the name rhythmically and phonetically. "Gillette. There is no better for a man”;
. Free - they are self-sufficient and independent. “Take everything from life”, “The aroma that brings together”. Just do it.
By volume
. Corporate/slogan mission - Once and for all. “If there is an idea, there is Ikea” (Ikea).
. Promotion - Promotes a limited-time promotion. Does not contradict the values of the corporate slogan. "For the most important people" (Ikea. Promo collection of children's furniture).
By shape
slogan-news - "Bond. Brook Bond. Now in tea bags! "The legend returns!" (Yamaha)
slogan-question - "Would you say I have no taste?" (Winston) or "Does perfection need advertising?" (BMW)
slogan-stating - “Our skin loses ½ of water. Every day" (Vichy) or "Milk tastes twice as good if it's Milkyway"
slogan-engagement — “Fanta. Get in!"
slogan-step-by-step solution - “50 steps to your new Ford” or “I saved up money in the savings bank, bought a ticket to the resort”
Q&A slogan: “They say you can’t buy health. Members of our club know that this is not so” (Word Class) or “Do you want to lose weight? Ask me how! (Herbalife"
joke slogan - “We do not have regular readers” (advertising for a newspaper of vacancies).
