Good copy, bad copy

23/08/2011 08:34:00

I’ve come across a couple of copy lines recently that produced very different reactions — in me, anyway.

First, Pret A Manger. They often have a nice way with words. And I liked this napkin line, spotted recently in the New Oxford Street branch. (And presumably on display in others, too.)

It doesn’t need much explanation from me. (A good sign.) Just to say that I like the way a product point has been given an unforced extra dimension, becoming almost a philosophy. It's like a declaration of optimism. Well said, Pret. Nice.

On the other hand, as I opened a box of Mini-Weetabix for the kids recently, I was startled to find myself being barked at by the inside of the flap.

ENJOY ME AS A SNACK, the impudent cereal commanded, in big fat capitals.

Certainly not, I thought. I’m all for a direct call to action where appropriate. But I don’t expect to be bellowed at across the table by a cereal carton. I have children for that.

This, to me, is a copywriting step too far. We need to remember that readers have lives beyond delighting in the pleasure of our promotional company. Perhaps sometimes we should just shut up, or our attempts to up the sales figures might have the opposite effect.

Back in your box, Weetabix.

Opinion

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