Advertising campaigns are built on successfully creating unique messages that sell. So is it smart to change a winning slogan that’s worked for fifty years?

Some advertisers stay with words that work. Some don’t.

We try harder. Without any hints, can you name the company that has successfully used that slogan for fifty years?

Chances are you could and even if you needed a hint to nudge your memory (car rental company), you’d know it’s Avis. So where does a classic advertising slogan go after five decades? According to news reports, into the junk heap to be replaced by another three-word slogan: “It’s Your Space.” Huh, what, what’s up with that? Y’think fifty years from now (what about five years from today), you’ll be on a first name recognition basis with Avis based on it’s your space? Not likely.

Does the Slogan Say Something Unique?

Having actively created slogans for a number of advertising clients, the goal for this or any successful sloganeer is to make sure the advertising slogan/theme stands head and shoulders above the competition and more importantly creates and reinforces a unique selling proposition (as defined by Rosser Reeves) for the product or service.