{ "media_type": "text", "post_content": "Would Nike ever abandon “Just Do It?”", "post_id": "6101cb5346fee20022aa6334", "reply_count": 17, "vote_count": 5, "bowl_id": "5565cfca8b2b9a03009acf57", "bowl_name": "Advertising" }

Would Nike ever abandon “Just Do It?”

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I don't know if there's a more iconic tagline in all of advertising that's recognized worldwide. Pretty hard to walk away from.


Maybe if Mountain Dew used “Just Dew it” while Campbell’s ran, “Just Stew It” and JCREW, “Just Crew it” or Home Depot, “Just Screw It”


Elmer’s just glue it!

They won't drop it because they don't even need to say it anymore. Like Think Different. It's synonymous not just with the brand externally, but internally. It's as powerful as each brand's origin story and internalized institutionally. Kool-Aid to the cynics, but each ethos shapes their organization and culture. I think each brand is aware of the equity in their taglines. At least with Apple, they don't stick it on every film but save it for cultural moments as they deem. I don't see Just do it in every piece of Nike ad. (And this is what many brands fail to acknowledge with every fresh CMO. "Iconic" isn't just a matter of advertising output. It's sticking to the messaging and branding, and keep on building it over time. In my humble opinion 🤭)


CD1 yeah that makes sense, like the Koepernik stuff was the most recent and last time I saw it. Thanks for your insight. The little peeks behind the curtains of Nike and WK is always interesting.

Yes a CMO will come in at some point soon who wants to go big and make a headline. They’ve already come close a few times.



The brand would have to go through a total crisis that kills their equity entirely. Hard to imagine what that would be. Like Epstein level bad. But JDI is only applied to very specific things these days.


Nothing could top it.


Why would they? Sometimes they just sign stuff off with a swoosh up for a second. When youve done all that good branding work why spoil it just because its old?


Why the hell would they ever do that?

No, will never happen. Too iconic and enduring.

It would contradict ‘Just Do It’ if they wouldn’t do it.

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