Taglines. Those (hopefully) memorable, little phrases that follow a brand name or logo in their ads, on their websites, and even on their products can be quite meaningful. They can put forth a brand-differentiating promise that helps color your impression. On the other hand, they can be dull, they can lack meaning, or they can promise something the brand promise does not uphold. Personally, I’m a fan of the tagline. As a marketer, I don’t know why you wouldn’t take advantage of an opportunity to constantly remind consumers of the message you want them to take away.
Here are a few great examples:
- BMW: The Ultimate Driving Machine
- Nike: Just Do It.
- S3: The New York Agency in New Jersey. (Whoops, how’d that self-promotion get in there?)
This post is about my new favorite tagline. At a recent event, I was introduced to Beanitos – a tasty, healthier snack food made from beans. Per the banner in the photo above, I walked away thinking their tagline was “The Original Bean Snacks.” I wasn’t in tagline awe or anything, but I thought this succinct statement was appropriate enough.
A few days later, I was looking at a bag of Beanitos’ White Cheddar Puffs and noticed what appeared to be a product-specific tagline on the front: The Cheesiest Crunch. Again, it does the job but doesn’t inspire me. But where was the brand tagline, I wondered. My curiosity led me to turn over the bag…and discover tagline gold. Go ahead: take a good look at the photo below before you read any further.
"The Original Bean Puff." That’s right. These puffed snacks made from beans beans that are good for your heart have a tagline that is a euphemism for fart! And just like that, I went from liking the brand (their cheese puffs really are delicious) to loving them. They’re embracing people’s fears about bean eating and owning the comedy.
Why not take it FARTher, I mean, further? If I were working on the Beanitos account, there’s no question that I’d be focusing on “The Original Bean Puff” to make some marketing noise. What a way to get attention and differentiate a truly good product on a very crowded shelf! Think of the social media possibilities alone. And kids! Kids would love the tagline focus so much that they would actually be willing to eat these “cool” snacks instead of nutritionless Cheetos.
Please please please, Beanitos, trumpet your individuality so that your brand thrives! (And so that I can find it more easily on shelf, because - wow - you taste great!)