Misplaced apostrophe at Sainsbury’s

by Tom Albrighton 18 January 2011 Copywriting reviews

While eating last night’s leftovers I noticed this copy on the side of a Sainsbury’s orange-juice carton (click image to view full-size):

All the words are OK, but the apostrophe is misplaced. The heading should say:

What is ‘made from concentrated’ juice?

As it stands, it wrong-foots the reader – you think it might be asking what is made from concentrated juice, rather than explaining what ‘made from concentrated’ juice is.

A good example of how a little punctuation slip can undermine clarity. (Even at a major supermarket…)

Tags: , , , , ,