Burger King’s current slogan, “You Rule,” feels casual, catchy, and made for social media. It’s got that earworm of a jingle and a vibe that says you’re in charge. Most people have heard it by now, thanks to a bold ad campaign that dropped in 2022.

But this isn’t the first time Burger King has changed its message. 

Over the years, it’s gone through more than a dozen taglines and each one shaped by the times and the audience it wanted to reach. Some were edgy, some were sincere, and a few were just plain weird (in a good way). That flexibility has helped it survive decades of shifting tastes, trends, and competition.

Read on for a walk down nostalgia lane with slogans from the 1970s to now.

Bonus: Click here for your chance to claim a Burger King gift card.

A Brand That Knows How to Shift

Burger King doesn’t treat its slogans like sacred texts. While some brands double down on one phrase for decades, Burger King tends to switch gears every few years.

That approach has allowed it to:

• Keep pace with younger audiences
• Match its message to what people actually care about
• Experiment with different tones and formats

One slogan might focus on customization. The next might push taste or attitude. Its slogans have never been one-size-fits-all, and that’s made all the difference.

Timeline of Slogans: From the ’70s to Now

Burger King’s slogans closely track culture shifts, advertising trends, and people’s thoughts about fast food. Here’s how it played out:

“Have It Your Way” – 1974

The “Have It Your Way” slogan defined the brand for a generation. Burger King told customers they could customize their burgers, which wasn’t the norm at the time. Fast food used to mean one-size-fits-all; it’s how they could quickly get food out to the customers, but this flipped the idea.

People still remember it, and versions of it keep resurfacing for a reason—because it works.

“Sometimes You Gotta Break the Rules” – 1980s

In the 1980s, Burger King aimed to make the brand feel rebellious and different.

The message wasn’t just about burgers. It was about personality. The company wanted to stand apart from more buttoned-up competitors like McDonald’s.

“Your Way, Right Away” – Early 1990s

In the early ’90s, speed entered the picture. This phrase kept the personalization angle but added urgency and focused on convenience.

In four words, it told people they could get what they wanted fast without losing control of the order.

“If You Ask Us, It Just Tastes Better” – Late 1990s

In the late 1990s, the message shifted toward quality. This slogan dropped the rebellious edge and focused on flavor.

Burger King wanted people to think of the food first, not just the brand voice.

“Have it Your Way” Returns – Early 2000s

At the start of the new millennium, Burger King returned to its roots with a fresh spin. It paired the old slogan with viral-style campaigns like Subservient Chicken, which let users “control” a man in a chicken suit through a website.

It was weird, but it was early internet, and it worked. People paid attention.

“Taste is King” – Late 2000s to 2010s

Once again, the slogan was all about the product. It dropped the personal tone and focused on the food.

The slogan supported a push for higher-quality ingredients and more premium menu items. It said the taste mattered most.

“Be Your Way” – Mid-2010s

This slogan was a modern twist on the classic. It aimed to hit the same notes as “Have it Your Way” but was updated for younger audiences.

It didn’t stick. It felt vague, and the tone didn’t quite land. But it marked another example of Burger King trying to evolve without falling behind.

Back to the Present and a Look Ahead

Burger King introduced “You Rule” in 2022. It took the bones of “Have it Your Way” and made them fit today’s media habits. Instead of sounding like a command, it handed the mic to the customer. The jingle, full of energy and self-affirmation, made the message feel more like a celebration than a sales pitch.

The campaign launched with colorful, music-driven ads that felt more like TikTok clips than traditional commercials. The tone was casual, fun, and easy to remember.

Burger King has always known how to adjust. That pattern probably won’t change. Future slogans might respond even faster to trends or pull from memes, slang, or digital culture. 

It’s Not Chasing Trends

Burger King’s history of slogans isn’t about chasing trends. It’s about knowing when the message needs to change.

Some brands have started testing AI-driven personalization in ads. Burger King already tailors menu items by region, so personalized slogans might not be far behind.

Recycling past phrases could also work. A stripped-down, retro version of “Your Way, Right Away” might sound fresh to people who weren’t even born when it aired the first time. Or they might keep building on “You Rule” if it keeps doing the job.

Each slogan captured something different, whether that was the freedom to choose, boldness, quality, speed, or humor. “You Rule” continues that pattern without trying to sound like the past.

The next slogan won’t come from a boardroom if history repeats itself. It’ll come from a moment, a feeling, or a two-second soundbite that hits at just the right time.

Related: How I Get FREE Fries at Burger King Whenever I Want! 🍟