Functional taglines focus on the fundamental aims and concerns that embrace a company’s mission, purpose, benefit, or competitive advantage. This category is an all-purpose tagline engine, especially for companies that fill a specific niche or have a core differentiator. Functional taglines are typically descriptive, logical, and unambiguous in their tone and treatment.
| We know money. |
AIG |
| Plop plop, fizz fizz, oh what a relief it is. |
Alka-Seltzer |
| The relief goes on. |
Allegra |
| Works like a dream. |
Ambien |
| The quicker picker-upper. |
Bounty |
| The world’s favourite airline. |
British Airways |
| A little dab’ll do ya. |
Brylcreem |
| The source for computing and technology. |
CNET |
| Healthy, beautiful smiles for life. |
Crest |
| Competition. Bad for them. Great for you. |
DHL |
| Our business is the American dream. |
FannieMae |
| Built for the road ahead. |
Ford |
| Don’t get mad. Get GLAD. |
GLAD |
| Snap! Crackle! Pop! |
Kellogg’s Rice Krispies |
| Finger-lickin’ good! |
KFC |
| Creating value through true convergence. |
Lucent Technologies |
| Lose the carbs. Not the taste. |
Michelob Ultra |
| Medicine with muscle. |
Motrin |
| At the heart of the image. |
Nikon |
| You wonder where the yellow went when you brush your teeth with Pepsodent. |
Pepsodent |
| RAID kills bugs dead. |
RAID |
| How well do you share? |
Ricoh |
| Now, that’s better. |
SPRINT PCS |
| That was easy. |
Staples |
| Eat fresh. |
Subway |
| Better snacking. |
Sunkist |
| Takes a licking and keeps on ticking. |
Timex |
| Always low prices. Always. |
Walmart |
| Let your fingers do the walking. |
Yellow Pages |
| Where technology means business. |
ZDNet |
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