[willheim]

When you resort to callous language you demonstrate a lack of creativity.

There's an energy drink company up here in Canada with some rather terrible ads but one thing I do like is their tagline: "No Caffeine. No Caffeine Crash. No Bull"

That works on two levels. 1) Obviously they're hitting on what you're hitting (No BS) and 2) A dig at the leading energy drink Red Bull.

I think a better idea for you would be to aim for a positive message (not a negative).

- They Compete. You Win. Right On! (cute) - Better. Cheaper. Win-Win! (more accurate) - They Compete. You Decide. (play on Fox News and puts power in consumer's hand which is what they want)

Or what if your third part of the tagline rotated so that each time the screen refreshed it changed to another awesome final point? That would grab attention.

[dandrews]

I chided the folks at Gandi for their "no bullshit" tagline, thinking it uncultured at best. They sent me a thoughtful response, saying that they'd weighed the possibility that it would be considered crude, but that it was a clear description of their corporate mission.