Maybelline’s “Maybe She’s Born With It” strapline ‘most recognisable’

Maybelline’s “Maybe She’s Born With It” strapline is the most recognisable strapline of the past 150 years, according to the results of a game developed by CBS Outdoor to mark 150 years of advertising on the London Underground.  


CBS Outdoor invited commuters to ‘guess the brand’ based on fragments of ads and campaign straplines across the tube network in July.

More than 1.5 million people took part in the game via a microsite but only 700 participants named all 150 brands correctly.

Maybelline’s end line was recalled by the most people taking part followed by Burger King’s “Taste is King”, Nike’s “Just Do It” and KFC’s “It’s Finger Lickin’ Good”. 

Marketing Week is running Outdoor Works, an invitation-only conference in partnership with specialist outdoor agencies, on 18 September. Readers can view exclusive content and register to receive insights from the event at

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