Earlier I wrote about what I consider The Greatest Sentence Ever. Lately, I've been intrigued by what I consider The Greatest Tagline Ever--and, in the spirit of Every Meal A Feast, I'm sharing it with you here now, as it has a food and wine connection. First though, the marketing guy in me (and here's a shameless plug for my new marketing blog: Surviving to Thriving) wants me to explain that a tagline is simply a short phrase that describes the company or product, or is used extensively in an advertising campaign. You've heard and seen thousands of taglines. (One of the most famous taglines ever, for example, is Folger's Coffee: good to the last drop.) So the tagline that I love? For Jack Daniels whiskey:
Served in fine establishments and questionable joints since 1866
Love it, love it, love it! Why? Well, to me, it hits that part in all of us where we're refined... and wild and crazy. It's a little bit rock-and-roll... and a little bit country. It's the play between the real and the desired (which is the theme, of course, behind all great literature). Anyway, I just love it for the complexity and the "roundness"--none of us are one-dimensional, we all have many layers to our character. Sometimes, in other words, we're all about fine establishments... and other times we're all about questionable joints. And throw in the history "since 1866" and well, it doesn't get much better than that.
BTW, yes, I love Jack Daniel's, on the rocks. And their web site is quite well done, with all kinds of stories and legends regarding Jack (yes, there really was a Jack Daniels) and especially the term "Old No. 7", which no one knows what that refers to. Anyway, the next time you find yourself in a drinking establishment -- either fine or questionable -- order a JD, sip and savor, and meditate on that tagline and the complexities which we all share.
*IMHO
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