John Siman

How Snickers Fired a Quarterback, Hired a Zebra and Tweaked One of Advertising’s Most Famous Tag Lines

Much like songwriters, brand marketers play variations on a theme. Coca-Cola’s famous tag line “It’s the real thing” from 1970 became “Can’t beat the real thing” 20 years later. KFC’s unforgettable “It’s finger-lickin’ good” slogan of the 1960s and '70s morphed into the more compact “So good” in 2011.