Remembering Howie Cohen: The Creator of Iconic Advertising Catchphrases

Remembering Howie Cohen: The Master of Catchphrases

Howie Cohen, a renowned advertising copywriter, often joked about his lifelong struggle with indigestion. It seemed almost fitting that during the vibrant advertising landscape of the 1970s, he and a fellow ad agency colleague would create a memorable slogan that not only boosted Alka-Seltzer sales but also embedded itself into the fabric of American pop culture: “I can’t believe I ate the whole thing.”

This iconic line, delivered by comedian and dialectician Milt Moss — who famously uttered that phrase in a televised commercial — transcended its original context, becoming a cultural phenomenon that graced everything from sweatshirts to storefront windows and even church marquees.

The slogan eclipsed even the earlier catchphrase, “Try it, you’ll like it,” which Cohen had originally crafted alongside his business partner, Bob Pasqualina, an art director at the prestigious Manhattan agency Wells Rich Greene.

Throughout his illustrious career, Mr. Cohen played a pivotal role in shaping the identities of various brands. He was instrumental in popularizing companies such as Petco with the catchy tagline, “Where the pets go,” and he famously revamped the fast-food brand Jack in the Box, featuring a dramatic TV commercial that showcased the explosive transformation of its clown mascot to announce a more sophisticated menu.

Tragically, Howie Cohen passed away on March 2 at his residence in Los Angeles. He was 81 years old, leaving behind a legacy of creativity and memorable phrases that continue to resonate in the world of advertising and beyond.