Copywriting reviews

Posts featuring analysis or criticism of real-world copywriting, from packaging text through to corporate taglines.

Meta copywriting: brilliant but risky Meta copywriting: brilliant but risky

Writing self-referential copy can be arresting, but at the price of emotion.

My fitness friend My fitness friend

How great UX copywriting becomes part of the product, rather than just describing it.

Beanz meanz memoriez Beanz meanz memoriez

How an image intended to discourage led me down memory lane.

The problem with brand purpose The problem with brand purpose

The phrase ‘we believe’ shows how ‘brand purpose’ gets in the way of a sale.
Brands, be yourself Brands, be yourself

A supermarket tagline that’s out of step with the promise of the brand name.

Why I don’t like Buster the Boxer Why I don’t like Buster the Boxer

Why I feel this year’s John Lewis Christmas ad is a missed opportunity.

Butlin’s copywriting review Butlin’s copywriting review

A copywriting tour round the holiday park at Butlin’s Skegness.

Say what you’re selling Say what you’re selling

If you want to close a sale, first explain what you’re actually selling.

Goodbye, Lynx effect Goodbye, Lynx effect

A look back at Lynx ads of the past, and some thoughts on the latest campaign.