A slogan is a great way to communicate the core of your campaign or message. The more powerful the slogan, or tagline, the more the brand will become cemented in the minds of the intended audience. A marketing slogan is traditionally catchy and hopefully captures audience members’ attention and influences their association with the slogan and the product it is representing. 

This was certainly our intent when Pie Street Advertising was tasked with coming up with a campaign for Roche Diabetes Care, manufacturer and provider of AccuChek products and services, which is dedicated to making diabetes easier to manage. Glancing at various worldwide advertising campaigns we noted that the messages largely concentrated on scare tactics to encourage people to check whether they had diabetes or not.

Our intention was also to try and encourage people to get their glucose (sugar) levels checked because early screening would improve their treatment. However, we wanted to avoid any reference to the word “testing”, as this could be perceived as having had negative links to “testing” for AIDS.

We wanted to use a softer people-orientated approach, completely lacking in Doctor-speak that would encourage people to get checked in a non-threatening way. The slogan we came up with:

Have you checked you sugar, Sugar?

 Non-threatening, with a hint of humour, the slogan cut through the negative advertising which is so pervasive in the world of diabetes advertising. Used in combination with a comprehensive marketing strategy, the slogan remained the lynchpin around which the brand could shine.

Essentially, smart advertising should deliver results. It does no good to have a corporate jingle or catch phrase that audience members are still left wondering, who was that company? A successful slogan ought to direct consumer preference toward your product and hopefully positively influence their buying behaviour.

Gregory Sander