2. Jaws 2 -"Just when you thought it was safe to go back in the water"
One of the most well known of all taglines and arguably even more memorable than the film it serves. The follow up to Spielbergs classic shark adventure tapped into the fears sparked off by its predecessor and once again that quiet trip to the seaside took on a whole new scary dimension. Jaws 2 isn't a patch on the original, but it neatly improved on that film's tagline of "don't go in the water". The filmmakers were clearly very aware of the impact Jaws had upon a generation of kids and this is a prime example of a sequel utilizing brand recognition for its own benefit. See also 'Psycho 2 - Just when you went back to showers' and 'Ringu 2 - Just when you started watching unmarked VHS tapes again'. Ok, I made those last two up, but the point still stands.