We’ve all seen double-meaning taglines before.

They can be clever, funny, and thought-provoking. But more importantly, almost all these catchphrases are extremely memorable to the point of becoming a priceless asset for any brand.

Brands that can pull this one off effectively go to market with an ace up their sleeve.

That ace is a tool to land in the mind of their target audience to enhance brand recall.

In this article, we discover why this type of tagline is so effective and review 30 unique examples to inspire your brand-building development.

Double Meaning Brand Taglines
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Why Double Meaning Brand Taglines Work

I’ve seen plenty of double-entendre tagline examples in my time.

Some made me laugh out loud, others made me think, some were from iconic brands (like KFC’s Finger lickin’ good or Allstate’s You’re in good hands), and others were from small business owners and tradesmen with dirty minds.

But why are double-meaning (or double-entendre) taglines so effective and considered the holy grail of taglines?

The answer to that question lies in the role of the tagline.

The tagline plays a strategic role.
In partnership with the logo, It’s the chief of brand recall.

Many people confuse the tagline with company slogans or even a jingle. But their roles differ: A tagline encompasses the entire brand, like Nike’s Just do it.

On the flip side, a catchy slogan represents a specific marketing campaign, like M&M’s famous Melts in your mouth, not in your hand. Though in some cases, particularly successful advertising slogans become taglines because they’re just so memorable, which is what happened to fast food giant McDonald’s and its iconic I’m lovin’ it.

Another popular example of a slogan becoming a tagline (at least in the mind of consumers) is Mastercard’s There are some things money can’t buy. For everything else, there’s Mastercard.

The brand’s actual tagline is Priceless, but the longer version is significantly more popular.

In contrast, can you think of American Express’s tagline?

At any rate, the job of a tagline is to land and take root in the audience’s mind to enable them to easily “recall” the brand name — either on cue or during the buying decision process.

The more memorable a tagline, the more chance it has of achieving its strategic goal. Sometimes, it takes brands many tries before achieving success — and others, brands change their tagline, but a previous version is more