Branded Merchandise News

Slogans on corporate gifts 'should be a promise'

Corporate gift slogans should be a "promise" to customers, a business expert has said.

Writing for Australian News provider News.com.au, Steve Alley, Di Marca Brand Performance joint managing director, said that "sentiment" is a "huge part" of whether someone decides to choose a certain company's product.

The importance of a company's slogan has been demonstrated by the outcry which has been caused over Mr Kipling's decision to drop the "exceedingly good cakes" slogan.

According to the company, it aims to target a younger customer who eat "on the go" with its new offering "Exceedingly happy bitesize cakes".

The slogan was in use for 30 years, but will be dropped for a new £4.4 million television marketing campaign beginning in July.

Senior brand manager Rachel Pirt said the new products, cake bites, will help continue the company's growth.

"Cake is no longer about just about sitting down with a cup of tea, consumers are now enjoying more informal occasions in and out of home and have even less time for them," she commented.

Other famous slogans from across the years include "Always Coca-Cola", "I'd rather have a bowl of Coco Pops" and "A Mars a day helps you work, rest and play".

Published:02-Jun-2008

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