The Sixties: Popular Slogans and Characters


Last week I began a two-part series on the Sixties. The initial post was about how the decade was considered a creative revolution.

This final post highlights some of the popular slogans and characters. Are you old enough to remember any of them, or have you studied them in school or advertising awards books?

Popular 1960s slogans:

Isn’t that Racquel Welch behind those Foster Grants? (Foster Grant sunglasses)
Drive it like you hate it (Volvo)
Put a Tiger in your tank (Esso gasoline)
Everybody needs milk (Milk Foundation)
The closer you shave, the more you need Noxema (Noxema shave cream)
I can’t believe I ate the whole thing (Alka-Seltzer)
If you spent 40 days in the sun, you’d be plump and rosy, too (Hunts Catsup)

Popular 1960s characters:

The Pillsbury Doughboy – Arrived in 1966 in a series of ads for ready-to-bake dough.
Hawaiian Punch – An aggressive character who punched an unsuspecting tourist and helped punch up sales by 30 percent in 1964.
Maytag Repairman – This lonely repairman was introduced in 1967 and is still being used in Maytag ads more than 40 years later.
Charlie the Tuna – The beret-wearing tuna became Star-Kist’s advertising cartoon character in 1961.

These slogans and characters worked because they were memorable (and often plain silly) and repeated ad nauseam to a captive mass media audience.


2 thoughts on “The Sixties: Popular Slogans and Characters”

  1. I was there.

    The real revolution in the Noxzema campaign was the Scandinavian blond, seductively nibbling on her necklace and saying, “Take it off. Take it all off.” She captured every breathing male with access to a TV set.

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