Pun-free copywriting: the one exception to my rule.

Generally speaking, I hate the use of puns in copy. They’re often a lazy short cut to making a line sound ‘ad-y’ without it actually being a good ad. Think more deeply and there’s usually a more interesting thought and better solution.

But I liked this one.

It’s bang on the cheeky, chatty, knowing tone of voice that Innocent uses perfectly consistently across their packaging and campaigns. The line is about their fundraising campaign and work in Africa. It raised a smile in me, too.

Being pernickety, the only thing I didn’t like when I picked up the pack was the reversed-out body copy. The tiny white out of green type isn’t legible.




By Liz Holt