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" ... The tagline seems to have been replaced by the hashtag, which can be much more useful in today's social media-dominated marketing world. By adding a trending hashtag (e.g., #starwars40th) or a descriptive hashtag (e.g., #makeup), advertisers can increase the likelihood of being found by customers interested in a common topic. Other advertisers use branded hashtags to encourage participation in promotions or engagement campaigns, like Coke did with #MakeItHappy, which tied together social posts promoting happiness and positivity. Some brands use hashtags as if they were taglines, such as #DriveProgress which Audi used in its 2017 Super Bowl ad or Kit Kat's #haveabreak. While these "hashtaglines" seem more like traditional branding, they can sometimes turn into popular social media memes and powerful brand assets like Always created with #LikeAGirl. ... "