Iceland updates famous slogan under new advertising push - Retail Gazette (2024)

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Iceland updates famous slogan under new advertising push - Retail Gazette? ›

Iceland has updated its slogan “That's why mums go to Iceland” to highlight that people other than mothers shop in the supermarket. The frozen foods retailer changed its strapline to “That's why we go to Iceland” under a new advertising push, which its bosses claim reflect its “growing customer base” outside mums.

Iceland has replaced the word 'mums' from its iconic slogan in favour of a more gender-inclusive strapline in a bid to reflect “its growing customer base”.

Iceland first used 'mums' in its slogan in 1970, with 'Mums love it,' which later evolved into 'Mum's gone to Iceland' and then to its most recent iteration, 'That's why mums to go Iceland,' which memorably made Kerry Katona famous again in 2004.

A supermarket has scrapped its famous slogan after two decades in a bid to be more inclusive. Iceland's new tagline, "That's why we go to Iceland," is replacing the famous, "That's why mums go to Iceland" as part of the inclusivity drive.

Greenland and Iceland were named between 1500 and 1100 years ago, so there is no reason to change those names. In those days the known world was quite different from the world of today as seen on the map below.

Peter Andre is the current face of the firm. The current main tagline is the truncated "That's why mums go to Iceland". Storefronts also bear the tagline "food you can trust", and carrier bags in stores bear the tagline "the frozen food experts".

But there is an Icelandic saying that everyone uses—Þetta reddast. Nothing exemplifies the collective Icelandic mindset as clearly as those two words. Þetta Reddast (pronounced thet-ta re-dust) means it's all going to work out in the end.

Iceland has been an independent Nation since 1940. From 1814 to 1918, Iceland was part of the Kingdom Of Denmark. After 1918, it became a separate kingdom but was still bound to Denmark by law.

This saying is basically another version of “þetta reddast,” which is basically the motto of the Icelandic nation, translating to “everything is going to work out.” But there is a slight difference. Literally, “flýtur meðan ekki sekkur” translates to, “it floats as long as doesn't sink.” Well duh.

As Kroger and Albertsons attempt to merge two of the nation's largest chains of grocery stores, the companies announced plans to divest from 579 stores across 18 states and the District of Columbia. As part of the plan, the stores would be sold to C&S Wholesale Grocers, LLC.

What is the longest running advertising slogan? ›

De Beers: "A Diamond Is Forever"

De Beers launched this simple slogan in 1947 and it's still in use today, making it one of the longest-running advertising campaigns of all time. The slogan "A Diamond Is Forever" was written by Frances Gerety from the Philadelphia advertising agency NW Ayer.

'Live well for less' to make way after 10 years. Sainsbury's is placing concern for the environment at the centre of its market positioning by changing its slogan to "Helping everyone eat better".

Currently Icelanders call Iceland Iceland, written Ísland, and pronounced Ee-sland, but Greenlanders do not call their country Greenland. In their Inuit language it is called Kalaallit Nunaat, which means “Land of the People.” The names we use come from our Norse ancestors.

Iceland has prominently been called by three names in Latin: Islandia – directly from Icelandic language "Ísland" Snelandia – a Latinization of the more poetic name Snæland. Insula Gardari – literally meaning "Island of Garðar", compare Garðarshólmi.

Widely known as "the land of fire and ice," Iceland is home to some of the largest glaciers in Europe and some of the world's most active volcanoes. Iceland is also the land of light and darkness.

Iceland has updated its slogan “That's why mums go to Iceland” to highlight that people other than mothers shop in the supermarket. The frozen foods retailer changed its strapline to “That's why we go to Iceland” under a new advertising push, which its bosses claim reflect its “growing customer base” outside mums.

"Ísbíltúr" roughly translates as an "Ice cream road trip".