My thought on the Innocent tone: where it came from, and where it might go from here.
Wackywriting and the cult of Innocent
A compilation of cutesy crisp copy
A look at the copywriting choices made by four of the UK’s premium crisp brands.
On funky copywriting
Funky copywriting takes an informal, offbeat and informal tone in order to generate rapport with readers. But it needs to be done with care, and at the right time.