Innocent smoothies copywriting is legendary, a friendly, honest tone of voice which resonates throughout the company’s output, from the tiny but mighty detail of changing the use by date to: enjoy by date, to the whimsical flavour descriptors;
‘When you find spiders in your raspberry bush, you have just one week left to pick the fruit, or so says some old wife somewhere. These ladies also swear by crushing eggshells to stop the witches getting in, reckon cats can steal the breath from a baby’s mouth and advise you to never walk over 3 drains in a row or wear blue socks on Tuesdays. But getting back to raspberries, we don’t use spiders to tell us they’re ready to eat. We just politely ask the man who grows them. Much easier that way.’
This lighthearted and friendly style has recently been implemented in the language of Oloves olives, taking influence from its name and front of pack (two olives making a heart shape), the BOP features personals ads from olives seeking a partner, this is an unusual and comical way of engaging with its audience but is completely relevant as the medium is associated with love.
Although I like this idea, I do think they could have used this language to tell you more about the product and what distinguishes each flavour, where they are from or what each olive goes with, ‘I grew up in Italy’ ‘enjoy bathing in cream cheese’, saying that, this brand story does its job by giving you a reason to buy these olives over any other finger food as it stands out and gives you something to remember.
During a tea shop branding project whilst at university, a lot of my time and energy was concerned with creating a tone of voice which would put the identity of this ‘antidote to Starbucks coffee’ between Victorian tea drinking etiquette and the demographic of modern city businessmen. I looked into tea drinking etiquette and the typical English gentleman and settled with a tone reminiscent of the Sherlock Holmes books, I created a description for each of the 11 teas which expressed its USP in a mini story or scene setter, here are a few example:
Raining outside? Dash it all! Confine yourself to the sofa to enjoy the warming effects of GINGER WITH A HINT OF LEMON, take pleasure from being away from the foot falls and fumes of the city by settling down with a crossword (or your psp)
All you need in the morning is a chair, a newspaper and a cup of BREAKFAST TEA. Just the thing to clear your head when you’ve just rolled out of bed. (for those that have risen late, reach for the afternoon tea instead)
With this type of thing, the copywriting is a part of an overall identity and can go unnoticed, but a brand identity can be purely about the words rather than the image. Gabriele Skelton is a design recruitment company, they’re all about match making, ‘creating unusual combinations to make magic happen’ this message is communicated in a unique and compelling way, by matching one half of a famous double act with one half from a different double act, but in a way that seems right.
Romeo + Judy
(Romeo and Juliet/ Richard and Judy)
Tarzan + June
(Tarzan and Jane/ Terry and June)
Bubble + Sweep
(Bubble and Squeek/ Sooty and Sweep)
These pairings are allowed to shine by sitting white on magenta with no images throughout the branding, this is an expertly delivered message that uses a system which could be added to in future to keep things fresh, acting as a nice payoff for their clients.
The way in which a tone of voice is used can really connect with people and can transcend the boundaries of the brands usual reach.
Fosters good call campaign started as TV advertisements and turned into shorter sponsor stings before and after ad breaks, the interesting thing about this particular campaign is how it made its way into Shortlist magazine as an ‘advertorial’, the page is an agony aunt style question and answers feature, with Brad and Dan from the adverts answering the questions in their laid back aussie way, The only mention of Fosters is a logo in the corner and the colours used on the page. Because people are familiar with this campaign it doesn’t need to scream Fosters, this way it can have more fun with the audience which at the same time actually does a better job at creating brand awareness.