Timex may not enjoy a great halo around its brand name in India, but in the US it is an iconic brand with a rich history of memorable advertising. In the 1950s a tag line ‘It takes a licking but keeps on ticking’ was created and its considered an all-time classic as far as tag lines are concerned. One of the hallmarks of Timex advertising was its ‘torture test’ approach. Here’s a classic.
I remember seeing the tag line in a series of print ads by Fallon McElligot too in the early ’90s. And oh, the brand does not use the tag line anymore as ‘durability’ is considered to be a given in the category. But was the tagline just about the product’s physical durability?