The chief marketing officers from apparel brand True Religion, personalized greeting card brand Shutterfly and sparkling water brand Rambler agree: Taglines have an important place in marketing.

A campaign tagline expresses the brand in that moment and can hook a consumer. Here’s what the top marketer at each of these brands say:

Taglines Matter — CMO Kristen D’Arcy, True Religion

“Taglines are really important,” D’Arcy said. “I very much believe in the right tagline to represent what you want to be known for in the market in a given season,” she added.

For the apparel brand’s 2025 holiday season campaign, the tagline was “Wrapped in True.” This had a double meaning of consumers wrapping Christmas presents, and consumers wrapping themselves in True Religion products. Plus, it plays on one of True Religion’s core values of being true to yourself.

“We want to be known for the holiday season as the gifting destination for yourself or for your friends, family, et cetera. We’ve done that the last couple of years,” D’Arcy said. “We did ‘Style is a Gift,’ which I thought was just an incredible double entendre. And so we’re always trying to find that right tagline that in a couple of words perfectly represents what we’re trying to stand for. And ‘Wrapped in True’ does that to a T.”

Taglines Are Fun, and Maybe They Matter — CMO Dave Mead, Rambler

Chief Marketing Officer Dave Mead is less sure how important taglines are, but he still likes them anyway, said the top marketer and co-founder of sparkling water brand Rambler.

“It’s a fun way to express yourself and your brand,” Mead said.

Mead muses that hashtags, which were popular during the early days of social media marketing, may have ended their useful life, as consumers don’t search for hashtag keywords so much, he said. But the spirit of this, the traditional tagline, is still relevant, he said.

In 2025, Rambler introduced the tagline Chug Life, which it incorporates into social media posts and on other marketing initiatives, such as cars it launches over the side of a cliff or on traveling motorcycles.

The term “chug” is a nod to how it wants consumers to drink its product — easily. The word “chug” also evokes ’70s and ’80s beer culture, which is interesting and fun, Mead said.

“It’s a positive message and it’s a fun one,” Mead said. “It also suggests:  Drink a lot of this.”

Rambler does not measure the effectiveness of a tagline, but it will likely move onto a new one when the brand ready to freshen up its marketing, he said.

The Right Tagline Is Powerful, CMO Bree Casart, Shutterfly

Shutterfly recently ran its 2025 holiday campaign with the tagline “Make Something That Means Something.”

The personalized gifts brand believes in taglines and especially this tagline, as this is the second year Shutterfly had this tagline for the holiday season.

“The right emotional hook can be incredibly powerful, and the idea of being able to ‘Make something that has meaning,’ which is at the core of what we do, is a powerful tagline,” said Chief Marketing Officer Bree Casart.

In fact, Shutterfly created a jingle for its ad that included its tagline to further cement it in consumers’ minds.

“It is stuck not just in my team’s heads, but my family’s heads, and there’s a lot of power in that stickiness,” Casart said. “We know it created both a stronger intent to buy and brand awareness — having a jingle in the spot.”