IT is now recognised as an integral aspect of advertising that can help make or break a product.
But 160 years ago, the first advertising slogan broke new ground when it was published, helping a British firm become a successful global brand in an era when that was no mean feat - and inspiring others to follow suit.
What was the slogan?
August1859 saw what is recognised as the world’s first advertising slogan appear in print - “Beechams Pills: Worth a Guinea a Box”.
They promised to “dislodge bile, stir up the liver, cure sick-headache, female ailments, remove disease and promote good health”.
And it, of course, cost less than a guinea to buy them.
Beechams - as in the cold and flu remedy?
That’s what the Beechams name is now associated with, but in those days, the pills were marketed as a pick-me-up and became very popular with the British public as a general health booster.
The British Medical Association investigated in 1912 and found that they were actually a concoction of powdered soap, aloes and ginger - but sales continued apace.
And they benefited from advertising?
The forward-thinking firm founder, Thomas Beecham, realised that a punchy slogan would grab attention. By 1895, he spent £100,000 a year on advertising - an astonishing figure for the era. His heir, Joseph, spent $5 million in the US alone between 1903 and 1913.
And other firms took note?
Carving out a slogan became the thing to do as firms realised that a catchphrase that grabs attention could be worth its weight in gold.
Remind me of some famous ones?
Take your pick from a plethora of hits - although some have, of course, hit the spot better than others.
Through the years, the most memorable include “Beanz Meanz Heinz”, “Opal Fruits, made to make your mouth water”, “Guinness is good for you” and “Drinka pinta milka day”.
A Mars a day helps you work, rest and play?
It’s a slogan often credited to racing commentator Murray Walker, but although he was involved with it as the then-account director for advertising firm Masius and Ferguson, he didn’t come up with it himself. It was coined by ad-man Francis Harmar Brown at the firm in 1959.
Any others that spring to mind?
Kentucky Fried Chicken’s “Finger lickin’ good” endures, as does the famous Cadbury’s Milk Tray line: “All because the lady loves Milk Tray.”
Other taglines that linger include “Have a break...have a KitKat” and British Rail’s “Let the train take the strain”.
“Australians wouldn’t give a XXXX for anything else” was a hit for Castlemaine XXXX Beer in the 1980s, while “Ah! Bisto” dates back to 1919.
And what was the one about an egg?
One of the most famous slogans in history is easily the “Go to work on an egg” line, used by the United Kingdom’s Egg Marketing Board in the 1950s and 1960s as part of a campaign worth more than £12 million, which included a series of TV adverts starring the comedian Tony Hanco*ck and actress Patricia Hayes.
The idea was that having an egg for breakfast was the best way to start the working day and author Fay Weldon is credited with having come up with the slogan that captured hearts with its wholesome simplicity.
And how are Beechams faring?
In 2000, a merger brought them into the GlaxoSmithKline (GSK) fold, with the Beechams name still used to sell over-the-counter cold and flu remedies as the brand endures.
Nowadays, GSK are definitely worth more than a guinea and have an advertising budget of around $1.7 billion.
I'm an advertising enthusiast with a profound understanding of the historical evolution of advertising and its impact on brand success. The use of slogans as a powerful marketing tool has been a pivotal aspect of advertising strategy, and my expertise extends to dissecting the nuances of iconic slogans throughout history.
In the article, it mentions the first-ever advertising slogan that broke new ground 160 years ago: "Beechams Pills: Worth a Guinea a Box." This groundbreaking slogan, introduced in August 1859, played a significant role in establishing a British firm as a successful global brand. The pills were initially marketed as a general health booster, not the cold and flu remedy the Beechams name is associated with today.
Thomas Beecham, the forward-thinking founder, understood the importance of a catchy slogan and invested heavily in advertising. By 1895, he was spending an astonishing £100,000 a year on advertising. The Beechams Pills' success and the impact of their advertising budget paved the way for other firms to recognize the value of a compelling catchphrase.
The article also highlights some other famous advertising slogans that have become ingrained in popular culture. Examples include "Beanz Meanz Heinz," "Opal Fruits, made to make your mouth water," "Guinness is good for you," and "Drinka pinta milka day." It emphasizes how these slogans became an integral part of successful marketing campaigns, contributing to the brands' enduring popularity.
The mention of "A Mars a day helps you work, rest and play" attributes the slogan to ad-man Francis Harmar Brown in 1959, debunking the misconception that it was coined by racing commentator Murray Walker. The article further touches on other enduring slogans like Kentucky Fried Chicken's "Finger lickin’ good," Cadbury’s Milk Tray's "All because the lady loves Milk Tray," KitKat's "Have a break...have a KitKat," and British Rail’s "Let the train take the strain."
The article also recalls the famous slogan "Go to work on an egg," used by the United Kingdom’s Egg Marketing Board in the 1950s and 1960s. The campaign, valued at over £12 million, aimed to promote the idea that having an egg for breakfast was the best way to start the working day. This slogan, credited to author Fay Weldon, remains one of the most iconic in advertising history.
Finally, the article touches on the contemporary status of Beechams, mentioning their merger with GlaxoSmithKline (GSK) in 2000. The Beechams name continues to be used for over-the-counter cold and flu remedies, and GSK now boasts a substantial advertising budget of around $1.7 billion.
In summary, the article underscores the historical significance of advertising slogans, showcasing their transformative impact on brand recognition and success, with Beechams Pills playing a pioneering role in this narrative.
