It was my big ’40′ a couple of weeks ago, and I found myself in Ping Pong round the corner from Selfridges for a quick lunch. And I was blown away by how they’ve listened and responded to their customers. This is captured rather nicely on their order form, which had a little addition that [...]
Helping companies sound more human
Posts Tagged ‘pack copywriting’
Wonderful words about lentils
August 20th, 2010 by Al Robertson
How packs can tell stories My on-pack copy addiction began in childhood, with Dr Who and Star Trek mini-adventures on the back of Weetabix boxes. When I was a little older, I loved Phileas Fogg snacks. Every bag had a letter from Phileas printed on it, describing how and where he’d discovered that particular munchy. [...]
How does web writing differ from print?
July 23rd, 2010 by Ben Afia
Every copywriter will tell you about how people read differently on the web than in print. It’s true, but the basics are the same. It’s still about engaging readers and building relationships. The difference is in form: making a few changes to make on-screen reading easier. There are certain fundamentals we use in all our [...]
How Boden get brand personality in where we least expect it
June 17th, 2010 by Ben Afia
I found this lovely writing on the back of a Boden package the other day. It’s nice example of how a little bit of thought can add a lot of personality to the details we usually overlook.
Tone of voice at Cadbury
May 17th, 2010 by Ben Afia
It’s astonishing what can happen to your brand if someone gets the wrong idea, then builds a creative strategy on top of it. That’s what happened to Cadbury in Australia and New Zealand when they invited an international ad agency to work on their Pascall brand. Nibbling market share
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