Copywriting reviews

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

Never knowingly understood Never knowingly understood

Why John Lewis’ attempt to revise and qualify their slogan ‘Never Knowingly Undersold’ was probably a mistake.

Waitrose’s recipe for poor copywriting Waitrose’s recipe for poor copywriting

Waitrose’s food may be delicious, but the copy on these two products’ packaging leaves a very sour taste.
Nuts about commas

The comma may seem insignificant, but its presence or absence can transform the meaning of a sentence.

Is metacopy better copy? Is metacopy better copy?

Metacopywriting, or writing text that refers to the content or nature of the marketing message, is an arresting but high-risk tactic. This article weighs up the pros and cons.

Play on words, play with fire Play on words, play with fire

Gordon Ramsay and Pixie Lott are appearing in a major outdoor advertising campaign to promote milk. But the copy used highlights the dangers of using obscure word-play when you’re trying to reach readers.

Verbal disagreement at Barclays Verbal disagreement at Barclays

The bigger the text, the harder it is to spot the mistake – as this online banner from Barclays Bank proves.
Fewer is more Fewer is more

On the difference between ‘less’ and ‘fewer’.
Attitude is everything in copywriting Attitude is everything in copywriting

In copywriting, attitude is everything. Be relevant, believable and respectful of your audience if you want to connect with them.

In praise of simple copywriting In praise of simple copywriting

Often, the best copywriting ideas are the simplest. But it takes courage to use them