Ten companies from the Netherlands and Belgium up for “Worst Slogan of the Year” award

“Made another customer cold today” from an air conditioning installer, a cycling company that tried to attract customers with “anti-walking? Try biking!” And a tourist site from Zuid-Limburg that put itself on the map with “don’t vlaai away,” vlaai is a pastry consisting of dough and filling. Ten companies from the Netherlands and Belgium have a chance to win the 13th title of the Worst Slogan Award.

Ten members of the jury have made a shortlist for the Worst Slogan of 2024. People can vote until Wednesday to decide who will be the successor to the winner of last year, which was: “Put the fun between your legs” by Tuut-tuut, a bicycle rental service in Castricum.

The companies that are nominated often use wordplay. “an often used slogan trick,” according to the initiators of the competition, writer Tefke van Dijk and Dutch language specialist Christine Liebrecht.

Other nominees use a variant of a well-known saying. Like “Geef maar een gril en we zijn er” as opposed to the usual “geef maar een gil.” The organization noticed a lot of food-related references this year. “Zo voordelig, daar ga je gwoon Fram-blozen” or “Quiche jouw moment!.” Quiche sounds like the Dutch word “kies” which means choose. But whether someone finds these slogans good or bad is "a matter of taste,” according to the initiators.

It will be decided on Thursday morning, December 12, whether a slogan like “Asbest as you can get” for an asbestos remover, is the winner.