Taglines: The Good. The Bad. The Many.
I might love to be an Oscar Mayer Wiener (then everyone would be in love with me.). But if I were a tagline, I’d prefer to be a Marine (The Few, The Proud.). What’s not to like about this simple, powerful statement? Well apparently, the Marines themselves are having second thoughts about it. Later this year they plan to introduce a new ad campaign and are considering incorporating a different tagline. Time to Think different (Apple).
According to Marine Corp recruiting spokesman Lt. Col. John Caldwell, the current slogan “does a great job distinguishing ourselves from the other branches and making us prestigious to recruits, but it doesn’t say anything about what we do or why we exist.”
In other words, Where’s the beef? (Wendy’s)
The Lieutenant Colonel promised that the new slogan’s focus will be on “everything we do as a fight – a fight that we intend to win.”
This “fight” will be based on three concepts:
Fighting self-doubt to become a Marine.
Fighting the nation’s battles.
Fighting for what’s right in our communities.
It will differentiate the Marines from all the other armed services and underscore “the elite — almost spiritual — standards the nation has for Marines,” said Caldwell.
Think big (IMAX).
According to J. Walter Thompson (Time is the new currency), one of the nation’s largest ad agencies and the creative group behind the current tag and the new campaign roll-out, this popular slogan has been in use since 1977 although not exclusively.
Other recruiting slogans over the past 40 years have included, If Everybody Could Get In The Marines, It Wouldn’t Be The Marines, and We’re Looking for a Few Good Men (a great line in its day, ladies).
Their competition is out there with Army Strong, America’s Navy and Aim High (Air Force).
So it’s obvious the Marines win the prize for turning a memorable phrase.
I doubt they will Think small (Volkswagen) when it comes to crafting their new slogan but it will be almost impossible for them to top what they have now.
But then again, Impossible is nothing (Addidas) to the United States Marines.