Tell Me You Didn’t Just Say That:
8 Pinoy Brand Slogans That Require a Spit-Take
Tell Me You Didn’t Just Say That:By Kel Fabie
A brand can easily be defined by its slogan and become a non-insignificant factor in its success. Just look at, for example, Nike with “Just do it,” or Rexona with “It won’t let you down.” These slogans are integral to the brand and really make them stand out.
Here are some Filipino brands who have decided to stand out with their slogans, too–but for all the wrong reasons.
8. Novellino: My wine and only.
Possible creative brief received from client: “Hi, guys! We want a slogan that makes Novellino’s customers think of no other brand. Make sure we are their one and only, and feel free to use the most horrible wordplay you can think of!”
7. Eternal Gardens: Where they’ll always stay!
What were they thinking?! Really? Really? Really?!?
Possible creative brief received from client: “For this campaign, we want to highlight one of the most inevitable features of being in Eternal Gardens. Also, we want this in jingle form. Any ideas?”
6. Sakto Lang Buko Pie: Hindi masyadong masarap, pero OK na!
Sakto lang. At least, they’re not lying about how good their Buko Pie is, and some people might even buy it as a joke.
Possible creative brief received from client: “We want honest copy. Pero dapat, impactful.”
5. RiteMed: Gusto ng RiteMed ay gumaling kayo!
RiteMed! The brand for wishful thinking! They want you to get well, because promising you will actually get well is a little out of their wheelhouse.
Possible creative brief received from client: “We have this picture of Susan Roces to work with. It’s the only one we got.”
You know the one.
“Think you can make a slogan out of that? Saka lakihan niyo yung font.”
