Since I'm keeping up with my daily challenge so well, I decided to allow myself to alter the word slightly to 'innocent'. I wanted to talk about Innocent Drinks, the smoothie company. I wanted to explain why it's one of my biggest copywriting inspirations - how its character comes from well-crafted copy.
I planned on gushing about its humorous, self-effacing and concise writing. I picked some of the best bits from their 'Our Story' timeline to share with you.
I chuckled to myself, hoping I could one day write such simple, yet effective copy. That was until I came across a big typo staring me in the face.
The lesson learnt? Don't look up to anyone.