Timex is changing with the times. Recognizing that new technologies have made most watches extremely reliable, Timex is shedding its "Takes a licking and keeps on ticking" slogan, reports Adweek's Deanna Zammit in "This is Not Your Father's Timex." Instead, the company will launch a "Life is ticking" campaign in an attempt to appeal to the 18-to-35-year-old market, who wear such brands as Kenneth Cole, Fossil and Swiss Army.
I'm a bit nostalgic when thinking about the change. I remember being a kid, running around with a watch I probably got from a bubble gum machine, chanting "it takes a licking and keeps on ticking." Well, of course it took a licking and kept ticking -- it was plastic. Today, I can't say as much for the Fossil watch my two year old tossed down a flight of stairs. Maybe Timex does still does have something there?
The new slogan might catch on, but there's no doubt that the original will stick in our memories for a long time to come. Does it still sell watches? I'm not sure, but there's certainly brand recognition in that slogan.
What slogans, old or new, still resonate with you? Have they ever influenced your purchasing decisions?