Copywriting reviews

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

Sauce of sexism Sauce of sexism

In which I overreact, badly, to the perceived sexism of an HP Sauce ad.

Waterstones’ slogans analysed Waterstones’ slogans analysed

In which I spend over 2000 words analysing five slogans. Ironically.

Plain English Patrol 4 Plain English Patrol 4

A round of three ice-cold errors from the current Stella Artois poster campaign.

Bigots write bad Bigots write bad

A look at how Core Issues Trust’s intolerant agenda resulted in some really awful creative.
Styles of the unexpected Styles of the unexpected

On the limits of clarity and the possibilities of ambiguity.
Healthy copywriting from 38 Degrees Healthy copywriting from 38 Degrees

An analysis of 38 Degrees’ poster campaign criticising the NHS reforms.

It’s all lies It’s all lies

Leo Burnett’s campaign for Rice Krispies Squares works by breaking all the rules.

Sainsbury’s slogans through the years Sainsbury’s slogans through the years

A review of Sainsbury’s slogans, from ‘Quality perfect, prices lower’ through to ‘Live well for less’.
A compilation of cutesy crisp copy A compilation of cutesy crisp copy

A look at the copywriting choices made by four of the UK’s premium crisp brands.