Slogans have been used in various fields, including advertising. The chocolate industry particularly relies on a good and effective slogan to advertise its products. Brands in this industry use slogans to stand out in the competitive market and to persuade the audience to purchase the products. Rather than directly persuading, brands use creative language to craft their slogans which influence the audience through implicature. However, the implicit communication can lead to misinterpretation. This study used Levinson’s Generalized Conversational Implicature to understand what is implied behind the slogans. Using a qualitative approach, this study identified the principles applied in the slogans and uncovered the implied meaning of the slogans. From seventeen slogans in the data, two slogans applied the quantity principle, where one applied the scalar implicature and the other applied the clausal implicature. Eleven slogans applied the informativeness principle, and four applied the manner principle. After identifying the principles, this study found the implicature which could be categorized into three types of persuasion: direct persuasion, persuasion through brand identity and differentiation, and persuasion through emotional connections. These findings confirm that language functions effectively in slogans and allows brands to insert elegant persuasion in their slogans without being too direct.