Taglines and Slogans
EOS Tagline Rewrite Analysis
Original
Rewrite
This speculative rewrite explores a more playful, sensory-led tagline aligned with EOS’s youthful brand voice.
To create a playful, memorable tagline that highlights EOS’s core product benefits (hydrated lips) while reinforcing a positive, feel-good daily experience.
Objective
Target audience
Young, beauty- conscious consumers who value fun, sensory products and everyday self-care moments.
A benefit-fed sensory approach was used, focusing on light repetition and simple language to reflect EOS’s youthful and upbeat tone. The word ‘juicy’ evokes hydration, flavour, and softness, while linking lip care to an enjoyable daily mood.
Copy approach
Intended use
This tagline is best suited for product- level or campaign messaging where a short, upbeat line supports visual branding.
This piece is a speculative copywriting project for EOS. It was created for demonstration purposes only and has not been published or endorsed by the brand.
Reebok- Tagline Rewrite Analysis
Original
Rewrite
Brand context
Reebok is positioned as a performance-led sportswear brand that champions individuality, self-expression, and personal progress. Its messaging often focuses on confidence, strength, and pushing beyond limits- both physically and mentally.
To reframe Reebok’s message from self- definition to self- action, encouraging consumers to actively challenge themselves and take ownership of their progress.
Objective
Fitness focused individuals, athletes and everyday movers
People motivated by self-improvement, confidence and personal achievement.
Target audience
An action oriented, motivational approach was used to align with Reebok’s performance-driven identity. The rewrite shifts from a static statement of identity to an empowering call to action, using direct language to inspire movement, ambition and progress.
Copy approach
This tagline is best suited for campaign branding, performance-focused marketing, and digital or outdoor advertising where bold, motivational language supports strong visuals.
Intended use
This piece is a speculative copywriting project for Reebok. It was created for demonstration purposes only and has not been published or endorsed by the brand.
Fitbit Slogan Rewrite Analysis
Original
Rewrite
Brand context
Fitbit is positioned as a health and wellness technology brand focused on habit building, progress tracking and long-term wellbeing. Its messaging centres on data-driven insights made accessible for everyday users, supporting both fitness and overall lifestyle improvement.
To shift the slogan from a vague motivational statement to a clearer value proposition that highlights Fitbit’s core function-tracking progress- while linking it directly to an improved quality of life.
Objective
Health conscious individuals
Everyday fitness users
People interested in habit-tracking, wellbeing, and long-term lifestyle changes.
Target audience
A clear, benefit led approach was used, focusing on Fitbit’s functional strength (tracking data) and its emotional payoff. The slogan uses short, declarative sentences to create clarity, confidence, and memorability.
Copy approach
This slogan is best suited for brand-level messaging, app onboarding, product-packaging, and digital marketing where clarity and trust are essential.
Intended use
This piece is a speculative copywriting project for Fitbit. It was created for demonstration purposes only and has not been published or endorsed by the brand.
Holland and Barrett- Slogan Rewrite Analysis
Original
Rewrite
Brand context
Holland & Barrett is a leading UK health and wellness retailer focused on natural products, supplements, and accessible wellbeing solutions. The brand positions itself as supportive, trustworthy, and educational, guiding customers toward healthier lifestyle choices.
To expand on the original slogan by clearly communicating Holland & Barrett’s role as a wellness guide, while encouraging customers to take an active first step toward improving their health.
Objective
-Health-conscious consumers
-Individuals interested in natural wellness and supplements
-Customers at the beginning or middle of their wellbeing journey
Target audience
A supportive, guidance-led approach was used, combining natural wellness language with a clear call to action. The rewrite shifts from a broad brand statement to a more customer-focused message that emphasises personal progress and wellbeing.
Copy approach
This slogan is best suited for campaign messaging, website headers, and in-store or digital marketing where longer, guidance-led copy supports customer trust and engagement.
Intended use