The Significance of Slogans in Brand Evocation  

Written by Victoria WhitewickVictoria Whitewick

So, what is a Slogan? 

In the dynamic world of marketing, slogans serve as indispensable tools for brand evocation. In advertising and branding, a slogan consists of a short phrase or motto to convey a specific message or promote a product or idea. They enable companies to establish a distinct brand identity and foster recognition among consumers. These condensed phrases possess the ability to encapsulate a brand’s values, personality, and offerings, leaving an impression on the minds of consumers. Through the art of concise communication, slogans play a pivotal role in brand evocation. While delivering a memorable message that resonates with consumers. 

Exploring Skittles’ Slogan ‘Taste the Rainbow’ for Brand Evocation

A notable example of a successful slogan would be Skittles’ ‘taste the rainbow.’ This phrase creates vivid and appealing imagery. Skittles sweets are known for coming in a variety of bright and vibrant colours. Their slogan effectively captures the visual appeal of the product. This slogan also evokes a sensory experience as the slogan suggests that consuming skittles is not just about eating a sweet, but it is also about experiencing a burst of flavours. 

Not only does this slogan create a sensory appeal to consumers who are seeking a flavourful and enjoyable eating experience, it also creates an emotional connection. People often associate joy with rainbows.

By linking Skittles to the rainbow, the slogan taps into these positive emotions and creates a connection between the sweets and feelings of delight and enjoyment.

Moreover, the slogan is memorable. It is concise, catchy, and easy to remember. It has become synonymous with skittles over the years which helps to build brand recognition and awareness. The simple and impactful phrase sticks in people’s minds. Making it more likely for consumers to recall the brand and choose Skittles over other sweets when making a purchase. 

Unravelling the Unsuccessful Pepsi Slogan: ‘Pepsi Brings You Back to Life’ 

An example of an unsuccessful slogan is, surprisingly, from the well-renowned brand Pepsi. In 2003 they introduced the slogan ‘Pepsi brings you back to life’ and it received a significant amount of backlash for multiple reasons. Firstly, because this slogan was unclear and confusing. The slogan failed to directly convey the selling points of the product and had the potential to be interpreted in various negative ways. Resulting in confusion about the message.

Secondly, this slogan raised concerns and negative associations including matters like death or serious illness, which resulted in a lot of backlashes! A successful slogan should resonate with the target audience and stimulate brand evocation. But this slogan failed to evoke positive emotions or to create a memorable impact on consumers. 

Due to all these factors Pepsi discontinued the ‘Pepsi brings you back to life’ slogan. Now only serves as an example of how not to create a slogan and how important it is to avoid confusion and controversy. 

The Power of Slogans in Marketing Strategies 

Slogans serve as a communication tool to convey a message about a product or service. This is why we often see slogans within marketing strategies, on social media, or in day-to-day life. Advertisers often use slogans in their campaigns to ensure brand evocation and to create a memorable and impactful message.

Sticking to the successful ‘tasting the rainbow’ example. This slogan has been highly effective due to the interesting changes it has undergone in marketing. Skittles commercials gain recognition for their absurd and unforgettable content, as they feature the sweets in improbable situations. For instance, they pair Skittles with a half-man, half-sheep hybrid. This blend of humour and absurdity makes these ads highly recognisable and impossible to forget. They become topics of conversation and leave peculiar imagery in our minds. This ensures that Skittles comes to mind frequently, creating a craving for their product. 

Even after two decades, the ‘Taste the Rainbow’ slogan remains fresh and impactful. It demonstrates the power of shock value through their unconventional and whimsical TV ads. 

Therefore, sometimes embracing unconventional ideas can be as, if not more, effective in brand evocation than a straightforward approach. 

So, Brand Slogans Create Brand Evocation! 

To conclude, brand slogans play a vital role in brand evocation. They serve as a powerful communication tool and are a key component of marketing strategies. As we have discovered, the success of a slogan lies in its ability to resonate with the target audience and evoke positive emotions or associations. By harnessing the power of brand slogans, companies can enhance brand recognition and build customer loyalty. Investing time and effort into developing a compelling and impactful slogan can be a strategic move that sets a brand apart. Leaving an impression and creating a strong connection with consumers.


Feel free to contact us with any request: we’ll be in touch in a wink!

* mandatory fields

You can also reach us by calling us on +33 (0)1 42 68 21 00 (Paris, France).