The power of claims

Nike – “Just Do It” (1988)

A prime example of the connection between brand positioning and claim is Nike’s “Just Do It”. This claim was created in the late 1980s when Nike was faced with the challenge of asserting itself in an increasingly competitive market.

The claim “Just Do It” has an unusual origin …

The inspiration for this came from the last words of a convicted murderer, Gary Gilmore, who said in 1977 before his execution: “Let’s do it.” Dan Wieden from the advertising agency Wieden+Kennedy adapted these words to develop the claim, which quickly became one of the most recognizable in sports history. Nike wanted to convey a message of determination and perseverance, which proved crucial to the brand’s global success.

Apple – “Think Different” (1997)

This claim emphasizes the benefits of individuality and creativity. Apple is positioning itself as a brand for those who want to stand out from the crowd and change the world in their own way.

Steve Jobs had just returned to Apple …

In 1997, Apple was not a globally admired brand. It was a failing company on the brink of bankruptcy. Steve Jobs had just returned to Apple after more than a decade in exile. He had to convince Apple employees and the rest of the world that Apple had a way back to relevance. He didn’t yet have a new device to make that happen.

So he had to talk about an idea instead. And that idea is Apple. A famous anecdote is that Jobs initially rejected the “Think Differently” proposal because “Think Different” was catchier and more provocative, which fit the brand’s DNA.

The claim was developed by the agency TBWA\Chiat\Day under the leadership of Lee Clow. The campaign celebrated the geniuses of the past such as Einstein and Gandhi and positioned Apple as the brand for non-conformists and visionaries.

Coca-Cola – “Open Happiness” (2009)

Coca-Cola combines drinking the product with the benefit of experiencing moments of happiness. The claim focuses on the emotional benefit that the brand promises.

When the global economic crisis dampened the mood worldwide …

When Coca-Cola introduced the claim “Open Happiness” in 2009, the world was in the midst of an economic crisis. Coca-Cola used this opportunity to reinforce its positioning as a brand of joy and a positive attitude to life. The claim was developed by Wieden+Kennedy and aimed to communicate an emotional benefit that went far beyond the product itself. The campaign conveyed the feeling that opening a Coca-Cola bottle could create a moment of joy and relaxation. The idea was to position the brand as a symbol of comfort and small pleasures in everyday life. The claim became popular worldwide and fit perfectly with the universal, positive message Coca-Cola wanted to convey.

Over the years, Coca-Cola has launched several campaigns around the theme of happiness, from the “Open Happiness” campaign, which featured moments of joy and togetherness in various TV commercials and online content, to the “Share a Coke” campaign, where Coca-Cola bottles were personalized with friends and family, to the recent “Happiness Machine” campaign, which included a series of TV spots and digital content that surprised people with an unexpected gift, to the recent “Taste the feeling” campaign, which included a series of TV spots and digital content showing people enjoying and delighting in their Coca-Cola beverages.

The obvious lesson brands can learn from Coca-Cola is that customer satisfaction doesn’t necessarily mean changing the product.

L’Oréal – “Because You’re Worth It” (1971)

L’Oréal’s claim “Because You’re Worth It” is an outstanding example of how a brand can successfully build an emotional connection with its target group by focusing on self-esteem.

The story behind the claim …

The claim “Because You’re Worth It” was created in 1971, during the second wave of the women’s movement in the USA, when the issue of women’s rights and self-determination was particularly prominent. The claim was developed by Ilon Specht, a young copywriter at the McCann-Erickson advertising agency at the time. Specht wanted to create a slogan that did more than just promote the product itself – it was intended to convey a message that emphasized women’s self-esteem and self-determination.

At the time, it was unusual for advertising messages to be spoken directly from a woman’s perspective. It was precisely this direct approach that made the claim so powerful and revolutionary. The message immediately resonated with the target audience and the claim quickly became a central part of L’Oréal’s brand identity.

Since its introduction, the claim “Because You’re Worth It” has become synonymous with L’Oréal and has been with the brand for over 50 years. It has been used in numerous campaigns worldwide and has helped to establish L’Oréal as a leading brand in the field of cosmetics. The clear benefit message, which emphasizes the individual value and self-confidence of customers, has proven to be timeless and is still an important part of L’Oréal’s brand communication today.

The lesson that brands can learn from L’Oréal is the power of direct and emotional appeal. A claim that strengthens the self-esteem of the target group and speaks directly to their needs can have a profound and lasting effect that goes far beyond the actual product.

BMW – “The joy of driving” (1965)

BMW’s claim “The joy of driving” is a perfect example of how a brand can communicate its central promise concisely and convincingly in order to set itself apart from the competition and at the same time build a deep emotional bond with its customers.

A simple sentence that made history …

The claim “Freude am Fahren” was introduced in Germany in 1965 when BMW was looking for a clear message to communicate its core brand values – dynamics, performance and driving pleasure.

The German agency Ammirati & Puris developed the claim and found a concise formulation that condensed the essence of BMW into a simple but powerful expression. Internationally, the claim became known as “The Ultimate Driving Machine”, which also emphasized the technical superiority and intense driving experience that BMW stands for. Interestingly, the claim initially met with resistance, as it seemed too modest in comparison to other, market-screaming car advertisements. However, it was precisely this focus on the essentials – the driving experience – that made it so successful.

“The joy of driving” has proven to be a timeless claim that has shaped BMW’s brand identity for over five decades. The message resonates with drivers worldwide who are looking for a special driving experience and has helped BMW establish itself as a premium brand that offers both technical excellence and emotional driving pleasure. The claim is still central to BMW’s advertising campaigns today and is used in different markets and languages to communicate a consistent brand message.

The lesson that brands can learn from BMW is the importance of a focused and consistent message. A claim that clearly and succinctly communicates a brand’s core value proposition can build a strong emotional connection with the target audience and help cement the brand identity in the long term. BMW shows how a to-the-point statement can remain relevant and effective for decades.

Red Bull – “Red Bull gives wings” (1997)

The claim “Red Bull gives you wings” is a masterful example of how a brand can strengthen its positioning and successfully establish itself in a new market segment with a powerful, visual message.

An idea that flew past skepticism …

The claim “Red Bull gives wings” was developed by the agency Kastner & Partners in 1997. The idea was initially met with skepticism, as the slogan seemed too fanciful and intangible to some. However, Dietrich Mateschitz, the founder of Red Bull, recognized the potential of this pictorial statement and decided to use the claim anyway.

The decision proved to be ingenious: the claim quickly became an integral part of the brand and made a decisive contribution to establishing Red Bull as a pioneer in the then still new segment of energy drinks. The slogan symbolizes not only the invigorating effect of the drink, but also the lifestyle that Red Bull promotes – adventure, overcoming boundaries and making the impossible possible. The visual language and simplicity of the claim made it extremely memorable and helped Red Bull build a strong brand identity worldwide.

“Red Bull gives wings” has become one of the most recognizable claims in the world and is synonymous with the brand itself. The message is embedded in numerous marketing and sponsorship activities, from extreme sports events to innovative advertising campaigns. The claim is not just a slogan, but a promise that Red Bull makes to its consumers – a promise of energy, adventure and inspiration.

The lesson brands can learn from Red Bull is the power of a visual and bold message. A claim that evokes emotion and captures the imagination of consumers can not only differentiate a brand, but make it an icon in its market segment. Red Bull shows how a clear and powerful message can capture the essence of a brand while inspiring a global movement.

Volkswagen – “The car” (2007)

Volkswagen’s claim “The Car” is a succinct example of how a brand can consolidate its position as an industry leader and position its product as the epitome of its category through simplicity and clarity.

A statement that says it all …

The “Das Auto” claim was developed by the DDB agency in 2007 and aimed to position Volkswagen as the ultimate car brand. At a time when many car manufacturers were trying to differentiate their brands through complex messages and emotional stories, Volkswagen opted for a minimalist and self-confident statement. The idea behind “Das Auto” was that Volkswagen stands for the automobile so much that it needs no further explanation. This simplicity and clarity made the claim particularly powerful.

Despite (or perhaps because of) its brevity, the claim conveys a strong message: Volkswagen is the car that meets and exceeds all expectations of a vehicle. “Das Auto” quickly became an iconic claim that underpinned Volkswagen’s position as a leading car manufacturer.

The claim resonated in various markets around the world, although it did not always have the same linguistic conciseness when translated from German. Nevertheless, the core message remained the same: Volkswagen is the reference by which all other cars are measured. Volkswagen used this claim in a variety of campaigns to emphasize the strength and self-confidence of the brand. It was used in conjunction with various vehicle models and helped to reinforce Volkswagen’s image as a manufacturer of vehicles of the highest quality and reliability.

The lesson brands can learn from Volkswagen is the power of simplicity in brand communication. A claim doesn’t have to be complicated to be effective – sometimes the direct and confident statement is the best choice. Volkswagen shows that a clear, concise message can create a strong and long-lasting brand identity that sticks in the minds of consumers and positions the brand as an industry leader.

McDonald’s – “I’m Lovin’ It” (2003)

The claim “I’m Lovin’ It” is an excellent example of how a global brand can use a catchy and positive slogan to create an emotional connection with its customers and modernize its image at the same time.

A global hit that revitalized the brand …

The claim “I’m Lovin’ It” was introduced in 2003, when McDonald’s was in a phase of realignment. The company was faced with the challenge of renewing its image and building a closer bond with a younger target group. The solution came in the form of a globally consistent claim that could be universally understood and appreciated.

The claim and the accompanying campaign were developed by the Heye & Partner agency, which is part of the DDB Group. The accompanying jingle, produced by Pharrell Williams and sung by Justin Timberlake, made a decisive contribution to the success of the campaign. The catchy slogan and melody ensured that “I’m Lovin’ It” quickly became known worldwide and gave a positive, fresh vibe that gave the brand exactly what it needed.

“I’m Lovin’ It” was more than just a claim – it was the first time McDonald’s introduced a slogan that was used globally. This consistency helped the brand communicate a consistent message around the world and modernize McDonald’s image. The claim “I’m Lovin’ It” has proven to be one of the most successful in McDonald’s history and has been inextricably associated with the brand since its introduction.

Gillette – “The Best a Man Can Get” (1989)

The claim “The Best a Man Can Get” is an outstanding example of how a brand can position its product as the ultimate destination for its target audience by focusing on excellence and high standards.

A claim that embodies perfection …

The claim “The Best a Man Can Get” was developed by the advertising agency BBDO in 1989 and first aired during the Super Bowl in one of the world’s most expensive and most highly regarded advertising periods.

This introduction immediately made the claim known to a wide audience and directly linked Gillette with the concept of perfection and first-class quality. The creation of the claim was the result of a strategic process in which Gillette was looking for a message that could emphasize both their product quality and the emotional connection to their customers. The claim needed to not only emphasize the superiority of the products, but also convey the feeling that by choosing Gillette, men are doing the best for themselves – both in everyday life and on special occasions.

The success of the claim was overwhelming, and it helped to establish Gillette as the market leader in shaving products. The campaign was accompanied by a series of iconic commercials showing different aspects of men’s lives, always with a focus on striving for the best.

“The Best a Man Can Get” is not just a slogan, but a promise that Gillette makes to its customers. The claim has become deeply engrained in the minds of consumers and has been a central part of Gillette’s brand identity for over three decades. It has been used in numerous campaigns worldwide and has helped Gillette continue to be perceived as a premium brand that sets high standards for itself and its products.

The lesson brands can learn from Gillette is the importance of a claim that perfectly combines both product quality and emotional resonance. A claim that symbolizes the pursuit of the best while embodying a brand’s promise can not only strengthen brand perception, but also build deep and long-term customer loyalty. Gillette shows how a perfectly aligned claim can shape a brand’s image for decades to come.

De Beers – “A Diamond is Forever” (1947)

The claim “A Diamond is Forever” is one of the most iconic examples of how a brand can transform a market through a strong, emotional message and turn a product into the ultimate symbol of eternity and love.

A claim that shaped an entire industry …

“A Diamond is Forever” was created in 1947 by Frances Gerety, a young copywriter at the advertising agency N.W. Ayer & Son. Gerety wrote the claim during a late night shift and was initially unsure whether it was really good enough.

But the decision-makers at De Beers were enthusiastic and the claim quickly became a central component of the marketing strategy. The success of this claim goes far beyond an ordinary advertising message – it has permanently changed the way society views diamonds. Prior to the launch of the claim, diamonds were by no means the common symbol for engagement rings and the diamond market was relatively small. However, De Beers’ campaign, which revolved around this claim, ensured that the diamond became a globally recognized symbol of love and marriage.

With the claim “A Diamond is Forever”, De Beers created the image of the diamond as something that lasts forever and inextricably linked this idea to the concept of lasting love and fidelity. The campaign contributed to diamond rings being seen as an essential part of the engagement ritual and cemented De Beers’ position as a dominant player in the diamond industry.

“A Diamond is Forever” was named the best advertising slogan of the 20th century by Advertising Age magazine in 1999 and is still synonymous with the De Beers brand today. The claim has not only helped De Beers to dominate the diamond market, but has also influenced the cultural significance of diamonds worldwide. It has been instrumental in ensuring that the purchase of a diamond is firmly anchored in society as an expression of eternal love and commitment.

The lesson brands can learn from De Beers is the transformative power of a claim that penetrates deep into the culture and charges a product with emotional meaning. A claim that communicates more than just the product benefits and instead makes an emotional promise can change the perception of an entire market and shape a brand for generations. De Beers shows how a perfectly worded claim can not only define a brand, but also a social ritual.