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.

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

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!