If you’re trying to sell a product, it’s smart to give it a snappy slogan or motto, one that helps identify the product while also telling potential customers why they should buy it. When it works, it works very well, but when it fails, it fails miserably. These slogans for food and drink brands unfortunately fall into the latter category.
In the world of food and drink, the branding you establish around your company can make or break it. How is the package designed? What do the advertisements look like? What steps are taken to appeal to the target demographic? The cherry on top is the slogan, which in many cases is just as important as the name of the brand itself.
Think about the ones that have really worked. Wheaties: Breakfast of Champions. Maxwell House: Good to the Last Drop. Subway: Eat Fresh. These slogans have longevity. They’re short, to the point, and tell you a little something about what the brand’s goals are. Unfortunately, great slogans are hard to come by, and awful ones are a dime a dozen.
These brands most likely settled on these slogans out of desperation, because they certainly reek of it. Some failed because they inadvertently offended people, some failed because they were poor replacements for much better and more beloved slogans, and some failed because they were just awful. Read on for nine food and drink companies that probably should have given more thought to their new slogans before rolling them out.
Bud Light: Up for Whatever
In April 2015, Bud Light introduced a new slogan to correspond with a huge advertising push: “Up for whatever.” Tied together with the tagline “The perfect beer for removing ‘no’ from your vocabulary for the night,” it came across as incredibly tone deaf in a culture becoming more and more aware of the issue of sexual harassment on college campuses. Wrong slogan, wrong time.
Burger King: Be Your Way
Burger King was on to something good with their long-running slogan “Have it your way,” which emphasized the ability to customize your burgers. They inexplicably ditched it in May 2014, however, and replaced it with “Be your way,” which is essentially meaningless and has nothing whatsoever to do with Burger King or its food. “Self-expression is most important and it’s our differences that make us individuals instead of robots,” a spokesperson told The Associated Press in an attempt to explain it. Yeah, still not following.