Matt Prior
TESTER’S NOTES
Slogans take years to sink into public consciousness, even if they’re very clever
Whatever happened to ‘engineered like no other’? My colleague Steve Cropley last week asked this about Mercedes-Benz’s erstwhile advertising strapline, which was first mentioned in promotional copy in 1956 (with ‘…in the world’ on the end) and which routinely accompanied the company’s publicity until 1995.
It was followed, if you remember, by ‘the best or nothing’, a more nothing than best phrase that still gets airtime today. It’s the title of a page on Mercedes’ US website at least, although it doesn’t highlight the end of any new adverts I’ve seen.