The people who write the copy you read on, say, a package in your local grocery store are children. Giggly, potty-minded little children, mostly boys.
I know because I’ve been one for the past 25 years.
Nothing is more exciting to these sad half-wits than finding an awesome example of copy that made it all the way print because the 10,ooo grownups who have to sign off on it were either A) asleep or B) had no idea that they were writing something ridiculous by committee.
Here’s an example of a Greek yogurt tagline, ripped from the shelves at Whole Foods, that made some bold promises until the smarties at Dannon stepped in. It also brought copywriters I know some pure pleasure.
From awesome to just yogurt in a few words.