A really strong tagline. It differentiates the brand as “going the extra mile” (this would be a relevant but more obvious tagline).
It evokes that it genuinely does try harder.
Dian Hasan, a Brand Story-teller (Brand Strategist) makes a great point about the clever tagline striving for perfection, innovation. Not claiming to be the best, but hard working to serve it’s customers.
For me this tagline tries so hard but also gets it right, a rightful 5/5!