• September 7, 2000

Home insurance, cereal, pork and bathroom tissue may not have the pizzazz of the Internet, but dot-coms should nonetheless bow down and pay attention to how these products have been marketed.

A recent study by Northwestern University's Medill Graduate Department of Integrated Marketing Communications found that the advertising taglines for Allstate Insurance Company, Charmin bathroom tissue, Rice Krispies, Wheaties and pork make up the top five most memorable taglines in contemporary advertising.

Allstate's "You're in Good Hands" ranked No. 1 (81.7%), "Please Don't Squeeze the Charmin" was No. 2 (80.4%), and close behind at No. 3 was Rice Krispies' "Snap, Crackle, Pop" (80.2%). Wheaties' "The Breakfast of Champions" was No.4 (72.5%) and pork's "The Other White Meat" was No. 5 (69%). These slogans had the highest recognition rate among a sampling of 1,003 adults.

Rounding out the top 10 were: No. 6, Johnson & Johnson's "No More Tears" (67.5%); No. 7, Doublemint's "Double Your Pleasure, Double Your Fun" (65.6%); No. 8, Budweiser's "The King of Beers" (62.8%); No. 9, 7-Up's "The Un-Cola" (59.2%), and No. 10, State Farm's "Like a Good Neighbor" (57.2%).