Home Depot keeps releasing its annual report while announcing a new advertising slogan. Much of their campaign appears to have strayed from one of their long-standing catchphrases in the past. The latest tagline appeared in 2019 and reads "How doers get more done". This has changed since 2009, when they moved away from the more fiscally sensitive tone of "Save More. Do More." The periodic changes to Home Depot's slogan seem to be part of their overall advertising plan – so what do you think ?
Suffice it to say, some new taglines signal The Depot's renewed focus on projects and DIY construction. While government spending generally remains out of control, consumers are still driving the economy. In this economy, people seem to be more concerned with improving and adding to their homes than with saving money.
Most recent Home Depot taglines tend to support those looking to save money by doing it themselves. In terms of getting materials at discounted prices, even Home Depot will have to bow to market forces during the height of the supply crunch in 2020-2021.
"Consumers are responding to value now. It's pretty much the only thing, frankly."
Howard Davidowitz, Chairman, Davidowitz & Association, a national retail consulting and investment bank in New York
The Home Depot slogan and ad campaign didn't come easily. They are usually the result of several months of research. They also tend to swing in one of two key directions. The first involves The Home Depot's ability to provide expertise and materials to help you get the job done. The second addresses the promise of more value for consumers. Some, like Home Depot's 2009 catchphrase, try to combine the two.
home depot slogan for years
- 2019: How doers get more done.
- 2009: More savings. Do more.
- 2003: You can do it. We can help.
- 2001: Reducing Home Improvement Costs.
- 2001: No. 1 in Home Improvement.
- 1993: Low prices are just the beginning.
From what we've seen, the latest ad campaign is effectively targeting the cleaner Lowe's. Lowe's appears to be targeting a more holistic approach to home improvement, with a greater emphasis on accessories and appliances. In this economy, Home Depot's raw styling and warehouse-like image actually lend credibility to its low-price marketing efforts. But now, Depot has shifted its focus to getting projects done — even as Lowe's tends to appeal more to professional tradesmen.
The Home Depot has demonstrated great flexibility to continue operating effectively in what we call an extremely challenging environment. They've managed to post record sales and earnings during the pandemic. In fact, the company grew by more than $21 billion in fiscal 2020. Whether Home Depot's tagline helps with that remains to be seen!
Home Depot Total Advertising Costs
- 2020: $1.2 billion
- 2019: $1.186 billion
- 2018: $1.156 billion
- 2017: $995 million
- 2016: $955 million
- 2015: $868 million
- 2014: $884 million
- 2013: $865 million
- 2012: $831 million
- 2011: $846 million
- 2010: $864 million
- 2009: $897 million
- 2008: $1 billion
- 2007: $1.2 billion
- 2006: $1.2 billion
- 2005: $1.1 billion
what do you like the most?
So, what's your favorite Home Depot slogan? We really like "You can do it. We can help." It conveys that feel-good hometown hardware store vibe. It encourages you to work on any project you want to tackle. It said: "Go – we've got your back!" Everything since then seems to be just a play on words designed to be attractive (even "kitsch"). It does little to inspire or encourage. We do know one thing – once they pick one, it goes everywhere. These include the popular Home Depot Pro app.
You may have a different opinion, please leave it in the comments below, thanks for reading!