3. CARFAX: “Show Me the CARFAX”

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It launched in 1985 with the slogan, “One nibble and you’re nobbled.”


What I like: “One nibble and you’re nobbled” is fun to say — it’s just that simple. Even if you’re not familiar with the word “nobble” (it’s slang for “winning over to one’s side”), the alliteration is delightful and captures the playfulness of the brand and product.

2. Taco Bell “Live Más”
“Live Más,” or “live more,” was launched in 2012 as part of a Taco Bell brand revamp. In 2022, the brand partnered with Doja Cat to “redefine” Live Más as “celebrating that little bit of different that lives in all of us.”


What I like: “Live Más” can be interpreted in a fairly china phone number material unserious way — life’s too short not to eat more tacos, a sentiment nobody could disagree with. But it can also take on a more serious exhortation to live life to the fullest, something that Taco Bell has backed up with the Live Más Scholarship, launched in 2016 by the Taco Bell Foundation.


What I like: Riffing on a pop culture catchphrase (Jerry Maguire’s “Show me the money!), “Show Me the CARFAX” works as both an ad slogan and a practical reminder for car buyers.

4. Pirelli: “Power is Nothing Without Control”

What I like: Safety is surely the most important feature in a set of car tires, but how do you make “safety” sound more exciting than a minivan? By balancing it with the fun reason somebody would want Pirellis: fun.

5. VRBO: “Where Families Travel Better Together”
Vrbo. Travel better together. Get to know Vrbo.
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