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© History Oasis
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Lay's (1963-present)
Len Holton scribbled five words on paper in 1963. Those words became the most honest slogan in snack history. Lay'sdidn't hide their chips' addictive nature—they weaponized it. Bert Lahr, who played the Cowardly Lion, delivered the challenge in early TV spots. The campaign worked because it told consumers that once you start eating Lay's potato chips, stopping requires genuine willpower.
Rice Krispies (1930s-present)
Kellogg's built this slogan from breakfast sounds. When milk hits Rice Krispies, trapped air bubbles burst. Three cartoon elves got names matching the noise: Snap, Crackle, Pop. The campaign lasted ninety years because parents could hear the product working. Kids loved cereal that talked back. It was simple, unforgettable marketing at its finest.
Frosted Flakes (1950s-present)
Four cartoon animals auditioned for the Frosted Flakes mascot in 1952. Tony the Tiger won. His competition? A kangaroo, elephant, and gnu. Thurl Ravenscroft voiced Tony for fifty years, stretching that growled "great" into something kids couldn't ignore.
M&M's (1954-present)
Wartime created M&M's. Soldiers needed chocolate that wouldn't melt in their gear. Forrest Mars saw Spanish fighters eating hard-shell chocolate pellets and adapted the idea. During World War II, only the military got M&M's. The candy shell was perfect for the marketing gimmick. The slogan sold practical innovation.
Kit Kat (1958-present)
British workers needed permission to pause. Kit Kat gave it to them. The four-finger design encouraged sharing or slow savoring. The design made the perfect Kit Kat slogan.
Skittles (2002-present)
When most candy companies played it safe. Skittles went weird. Their 2002 campaign featured bizarre scenarios—a man growing Skittles from his skin, uncomfortable situations that made viewers squirm. The strategy worked. People shared the strange ads, talked about them, remembered them. Skittles discovered that discomfort generates more buzz than comfort.
Pringles (1980s-present)
Pringles reinvented potato chips. Instead of slicing potatoes, they ground them into powder, then molded uniform shapes.They designed a cylindrical can that makes a distinct popping sound when opened. That engineering accident became their slogan. Function drove marketing, not the reverse.
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Cheetos (1986-present)
Orange fingers were Cheetos' biggest problem. Kids got in trouble for staining everything. So Cheetos made orange fingers cool with Dangerously Cheesy. Chester Cheetah transformed a mess into a badge of honor. "Dangerous" suggested rebellion without real risk. Parents disapproved of the stains, making them more appealing to kids. The campaign was perfect reverse psychology.
Butterfinger (1988-2019)
Bart Simpson was perfect for Butterfinger. Both were mischievous, possessive, and unapologetic. The slogan turned sharing into theft. Your candy bar became territory worth defending. The Simpson family endorsed Butterfinger for over a decade, cementing the brand's rebellious image. Cartoon attitude sold real candy bars.
Goldfish (1990s-present)
Back when Goldfish were first launched, Campbell Soup wanted to make crackers friendly. The fish shape smiled at children, creating emotional bonds with food. Parents appreciated the implied wholesomeness while kids enjoyed the personality. Snack time became playtime.
York Peppermint Pattie (1970s-1990s)
York's ads showed people feeling arctic breezes after biting their mint patty. Mountain peaks, winter scenes, dramatic refreshment. The campaigns bypassed taste buds and targeted imagination. Viewers felt cooling before tasting. This sensory hijacking made York's mint seem more intense than its competitors. Visual suggestion became physical sensation.
Twix (2012-2017)
Twix invented a problem to solve. They claimed left and right bars were different, though factory production was identical. Ads showed people choosing sides in meaningless debates. The artificial rivalry engaged consumers in fictional competition. Twix's slogan created a choice where none existed. Sometimes the best strategy is manufacturing controversy from nothing.
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