Chapter 1
The dawn of the catchphrase
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Chapter 2
The television gold rush
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Chapter 3
Rebel brands and athletic empires
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Chapter 4
The modern viral era
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YOUR GOAL
Master of The stories behind famous slogans
Ch 1 · The dawn of the catchphrase
schopenhauer The Kodak Catchphrase
Press the button, press the button! We do the rest.
schopenhauer An Irish stout brand capitalized on popular belief to market its dark beer as a nourishing tonic.
Fun Fact
Kodak cameras: Early Kodak cameras were sold pre-loaded with enough film to take exactly one hundred photos before needing to be mailed back to the factory.
schopenhauer A young copywriter named Frances Gerety created a phrase that transformed diamonds from rare gemstones into mandatory symbols of eternal love.
Glossary
catchphrase (noun)
A frequently repeated phrase or slogan that has become closely associated with a particular group or product. In August 1859, Thomas Beecham introduced the earliest commercial catchphrase to sell his patent laxative pills.
A frequently repeated phrase or slogan that has become closely associated with a particular group or product. In August 1859, Thomas Beecham introduced the earliest commercial catchphrase to sell his patent laxative pills.
Quiz
Why did Guinness claim "Guinness is good for you" in its 1929 advertising campaign?
schopenhauer Match classic ad slogans to their products to discover the stories behind pop culture.
Quiz
What type of product is Maxwell House, famous for the slogan "Good to the last drop"?
Quiz
What did Kodak customers have to do after using their camera under the 1888 slogan "You press the button, we do the rest"?
Quiz
What gemstone did De Beers successfully market as the ultimate symbol of eternal love?
Quiz
Which US president reportedly said Maxwell House coffee was "good to the last drop" in 1907?
Quiz
In what city was the Kodak factory located where customers sent their cameras for developing?