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May 13, 2006

Slogans: Looking for a Road Less Traveled

Samsonite logoMarcelo Bottoli, President and CEO of , 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.

life is a journeyAs 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:

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Posted by William Lozito at May 13, 2006 8:42 PM
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1 Comment

Speaking of slogans that have already been used before, I wonder if there's a statute of limitations on such things -- not in a legal sense, but just for marketing purposes.

Every time I see a commercial for Home Depot, which ends with their slogan "You can do it. We can help," the old jingle for Diet Pepsi plays in my head. They probably ran those ads about 30 years ago, so I'm sure most people don't remember them. However, for those of us who do, the Home Depot commercials fail to get the message across, since we're left with an irritating song going through our heads instead of the desire to replace our kitchen cabinets.

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