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turned to his entourage and declared the coffee was "good to the last drop". This gives life to the Maxwell House brand and the slogan. Exactly 100 years on, the slogan lives on, delivering aroma, satisfaction and its brand's promise to delighted consumers.

2) "A Diamond is Forever" (1948)
Advertising Age lauded this slogan the Top 10 Slogans of the 20th Century. It is indeed one of the world's most recognizable slogans. Written by Frances Gerety of N W Ayer in 1948 for De Beers Consolidated, he successfully conveyed the message that the diamond is synonymous with eternity and therefore, the definitive and ideal jewel to use to seal our endless love. Nowadays, people use the line everyday, quite oblivious that it originated from an advertising campaign.

3) "We're No. 2. We Try Harder" (1962)
Developed by Doyle Dane Bernbach in 1962, this is considered by many advertising gurus as one of the greatest advertising slogans of the 20th century. The slogan captured the very essence of the Avis' corporate belief, aspiration and culture. Avis demonstrated its commitment that they will work harder to prove to their clients that they are worth a try. Wouldn't you like to support a determined underdog all out to satisfy your needs and wants? I would. Not surprisingly, the campaign successfully brought the company back into the black after many years in the red.

4) "Let Your Fingers Do The Walking" (1962)
Developed by Geers Gross in 1962 for the business directory, Yellow Pages, this grand old dame of a slogan is still not retiring. In fact, a 2004 survey by Opinion Research Corporation concluded that 55% of the people still use Yellow Pages - both online and off - to seek out local merchants, compared to 12% who used Internet search. A classic slogan that's still valid today. Relax at home to search through the Yellow Pages for what you want at your convenience. Don't you prefer that to walking around, under the scotching sun?

5) "It's the Real Thing" (1969)
This is another hot slogan but, surprisingly, not just in advertising circles. Human rightists were using the exact words when campaigning against the supposed brutality of Coca Cola against union workers since the late 1980s. Since Coca Cola's inception in 1886, it has launched no less than 45 memorable advertising slogans. Still, "It's the Real Thing" remains the hot favorite, and deservingly so. Not only does it fulfill the criteria listed above, the slogan insinuates that the other colas are mere "wannabes", copycats

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