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LIST OF LOWE’S SLOGANS
- “There’s Something for Everyone at Lowe’s” (1966)
- “Improving Home Improvement” (1990s)
- “Let’s Build Something Together” (2006-2011)
- “Never Stop Improving” (2011-2019)
- “Do It Right for Less. Start at Lowe’s” (2019-2021)
- “Home to Any Possibility” (2021-2023)
- “Lowe’s Knows Home Improvement” (2023-Present)
Note: The earliest retail slogan “There’s Something for Everyone at Lowe’s” was first used on the sign advertising their first store in 1966, though there may have been other slogans used between 1966 and the 1990s that we couldn’t find. The company has been operating since 1921, so there’s likely a gap in the historical record for their very early marketing messages.
THERE’S SOMETHING FOR EVERYONE AT LOWE’S
1966
Lowe’s first documented slogan appeared on their store sign as they evolved from selling horse tack and snuff to becoming a real hardware destination. This inclusive tagline reflected their broadening inventory during rapid regional expansion across North Carolina.
IMPROVING HOME IMPROVEMENT
1990s
Lowe’s first TV campaign took direct aim at Home Depot’s warehouse aesthetic. The campaign positioned themselves as the cleaner, brighter, more organized alternative. The campaign sought after female shoppers who made 80% of home improvement decisions.
LET’S BUILD SOMETHING TOGETHER
2006-2011
During the housing boom, Lowe’s emphasized partnership and collaboration. This slogan highlighted their knowledgeable staff as project partners, not just salespeople. Launched during peak DIY culture but ended amid controversy over pulled ads.
NEVER STOP IMPROVING
2011-2019
Featuring Gin Wigmore’s “Don’t Stop,” this campaign told life stories via home projects. The ads showed customers evolving from newlyweds to retirees, with Lowe’s as their constant companion. The slogan coincided with MyLowes digital platform launch.
DO IT RIGHT FOR LESS. START AT LOWE’S
2019-2021
CEO Marvin Ellison (former Home Depot executive) brought this price-focused slogan that suspiciously echoed his old employer’s “More Saving. More Doing.” Critics called it copycat marketing, but it emphasized value and expertise. Which worked wonders for the brand.
HOME TO ANY POSSIBILITY
2021-2023
Created for Lowe’s 100th anniversary celebration, this slogan expanded beyond traditional home improvement to embrace unlimited potential. It challenged the American Dream concept while inviting customers to envision bigger possibilities for their spaces.
LOWE’S KNOWS HOME IMPROVEMENT
2023-Present
Back to basics. After years of emotional and price messaging, Lowe’s returned to straightforward expertise positioning. Simple, confident, and direct. The campaign positioned their century of knowledge over flashy promises or price wars.
