Taglines as a Marketing Tool
By Elizabeth J. Goodgold |
Marketers in the packaged food business today are missing a critical
element in their communications mix: the correct and consistent use
of a strong tag line. In an industry fighting sensory overload, shrinking
mass market opportunities, and thousands of "me too" products,
tag lines are an opportunity to seize your positioning in the consumer’s
mind.
What is a Tag Line?
Yet, what is a tag line? A tag line is the words that follow your
brand name, they explain your unique selling proposition and are such
a natural outgrowth of the brand positioning that the two are inextricably
linked. Remember "N-E-S-T-L-E-S: Nestle makes the very best chocolate?"
Or Good seasons’ "you make it fresh, you make it best?"
Both of thee are memorable tag lines that differentiate themselves
from their competitors.
Narrowly Defining Your Positioning
Often, a good tag line is quite simple such as Tyson’s "we’re
chicken" or Polaner’s "real spices –real fast."
Within this simplicity, however, lies their greatest strength - a
narrowly defined positioning.
Both Fruit-Fresh’s new tag line of "the secret to keeping
fruit and veggies fresh" and Total cereal’s "one bowl,
one great source of calcium" have attempted to broaden their
appeal with new tag lines. If you remember that Total was introduced
on the premise that it provided the total amount needed of 10 essential
vitamins and minerals, you quickly see the problem. By switching their
tag lines, both products’ now contradict their positioning and
even their brand name!
Creating a Reference for Consumers
Tag lines work especially well when introducing a new product. They
act as a quick reference system for the consumer. Pringles with Olean
are "the fat free potato crisp." Listerine toothpaste is
" the toothpaste that kills germs for a cleaner, fresher mouth."
Tag Lines Vs Slogans
Are tag lines and slogans different names for the same things? No!
A slogan changes with the campaign whereas a tag line remains virtually
static for many years. "Shouldn’t your baby be a Gerber
baby?" still resonates with consumers as does "choosy Moms
choose Jif."
Utilizing the Package
The packaged goods industry by its very nature has a key advantage
that is virtually overlooked: the package. Yet, most manufacturers
in every area except the cereal and baby food aisles are missing the
opportunity to reinforce their message. Kimberly-Clark always adds
"cleans like a wash cloth" to its Huggies baby wipes. "Snap,
crackle, and pop" will always grace Kellogg’s Rice Crispies
as will "more, please" on Cracklin’ Oat Bran. Even
new introductions like Smart Start have its "seize the day"
on the back of the box.
Bertolli recently launched a new marketing campaign for Gentile al
Palato with an indistinguishable tag line of "for those who know
the difference". Besides a difficult brand name to pronounce,
its neck tags proclaim a different message with " Now tradition
has a new taste…" Only in small type does the consumer even
learn that this product is olive oil and is manufactured by Bertolli.
Avoiding Generic Flue
Many food companies fall victim to the rampant generic tag line flu.
They erroneously believe that talking about taste will distinguish
them from their competitors. From Hain Oil’s "taste the
difference" to McCormick’s "the taste you trust"
to Forest Glen’s "taste it all", no ownable benefit
is identified.
Tag Line Guidelines
How do you carefully craft and employ a tag line? Although there’s
no secret formula in this highly subjective area, here are a few guidelines:
• Ensure that it is consistent with the brand name and positioning;
• Convey the message in consumer language;
• Communicate one simple idea;
• Opt for a few, short words;
• Always use the tagline on the product, in advertising, and
in any other consumer communication;
• Test the tag line with consumers;
• Create a tag line that is "ownable" and could not
be usurped by your competitors
• Avoid all acronyms or initials;
Taglines as a Post Script
Since taglines are often at the end of a commercial or at the bottom
of an ad, they act as your PS: the last best hope to propel your message.
Employed properly, your consumers will understand your brand and its
unique point of difference.
New Product News, October 1998. Reprinted with permission.
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