There are proven ways to capitalize the moment and longevity of advertising slogans. The five successful slogans techniques have included rhyme, alliteration, repetition, reversal, and double-entendre. Unfortunately, marketing history proves advertisers are equating powerful slogans with the amount of words used. However, marketing history has proven the alternative to be true. In an article Advertising Age published this week, “of 1,061 advertising slogans, only 175 slogans, or 16% used any one of the five”. Firstly, never underestimate the power of rhyme. Folgers is the leading coffee brand today because ‘the best part of waking up is Folgers in you cup’. By simply rhyming ‘up’ and ‘cup’, the coffee company created an impressionable slogan. Secondly, an alliterative slogan outlines a product’s single benefit. M&M’s ‘melts in your mouth…not in your hands’ advertises a key attribute to the mini, mouth-popping chocolate candies. Thirdly, repetition leaves an imprint. FedEx tried to compete in the air-cargo business years ago and were unsuccessful. So they simplified their efforts to overnight service and the successes have yet to be matched. Fourthly, creating a slogan using the influence of reversal. Frank Perdue, president and spokesperson of Purdue chicken physically resembled a chicken, which inspired ‘it takes a tough man to make a tender chicken’. Lastly, using a double-entendre such as De Beers ‘a diamond is forever’ is possibly the most-powerful marketing technique. The two different meanings oscillate in consumer’s minds. Simply, to create a memorable slogan you do not need a lot of words.