Slogan Sounds Familiar, but What’s the Product?

Many of the best-known ad slogans aren’t registering with consumers, according to results of a survey released Wednesday by Partners & Shevack/Wolf, a New York-based advertising agency. More than half of consumers tested recognized at least 16 of 19 tag lines tested. But many were unable to link famous phrases with the appropriate advertisers. Less than 40% identified “Like a Rock” as belonging to Chevrolet Trucks. Only 11% knew that “Ultimate Driving Machine” belongs to BMW, and just 8% tied “Enjoy the Ride” to Nissan. “The best tag lines should be inextricably linked with the brand,” said Brett Shevack, the agency’s chief executive.