May 13, 2006
Slogans: Looking for a Road Less Traveled
Marcelo Bottoli, President and CEO of Samsonite, is proud of the company’s newly hired Global Creative Director, Quentin Mackay. Samsonite has introduced a new campaign slogan designed "for injecting emotion into Samsonite’s new collections."
The new tagline? Life's a Journey.
Mr. Bottoli is quoted as saying about Quentin, "We just think alike. Competence and chemistry — that‘s what made me choose Quentin."
They only problem is, the Life's a Journey slogan was first coined by Oliver Goldsmith (Irish born British essayist and dramatist) some time between 1730 and 1774.
Goldsmith is quoted as saying "Life is a Journey that must be traveled no matter how bad the roads and accommodations."
And, of course, life is a journey has been used untold times since Goldsmith first coined it.
It would seem that Marcelo Bottoli should expect some originality from a highly regarded creative. Go figure.
As noted in my blog post on slogans of May 8, it’s not easy to come up with a clever tagline or slogan that hasn’t already been used. New Jersey, unknowingly, implemented the same slogan previously used by West Virginia, "Come See for Yourself". Perhaps Samsonite should consider Life is a Jersey.
For other perspectives on advertising slogans, please see the following:
- Why Advertising Sucks offers some slogans you’d like to see.
- A Fabulous Mess discusses some advertising slogans and the text from the back of the bag.
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