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

The evolution of a brand’s message

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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. And L’Oréal’s successful “Because I’m worth it” slogan has modulated twice, first into “Because you are worth it” and then “Because we’re worth it.”

Most of these evolutions have to do with the usual things: changing consumer tastes and shorter attention spans.

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