Copywriting Tip: Turn an Idiom Upside Down

Playing with a common saying can get your message across with a satisfying zing! It may be seen as “low-hanging fruit” in the world of copywriting, but used thoughtfully and sparingly, it’s memorable.

Victoria's Secret_01
Bring on Summer 2018 Victoria Secret Mailer

I recently received the “Bring on Summer 2018” mailer from Victoria’s Secret. Check out what they did here:

Victoria's Secret_02
When “getting your panties in a bunch” is a good thing: 5 for $28!

The writer really didn’t change the idiom— “get (one’s) panties in a bunch.” But, when paired with a visual of 9 panties and a 5 for $28 offer, the implication is that, yes, getting your panties in a bunch is actually a good thing!

It’s fun, memorable, and on-brand for Victoria’s Secret. Try it!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s