Puns in marketing, you can only use them if you’re a kids brand or something, right?
Nope!
Although brands aimed at kids love puns and wordplay, it doesn’t matter if you sell candy, cars or cushions, puns are for anyone.
Why?
Because they’re a great way to cut through noise, capture your audience’s attention and make for a memorable marketing campaign.
The power of puns in marketing your brand
If you don’t believe they’re for everyone, check out these five real-life examples from well-known brands that use puns in advertising successfully:
One. Volkswagen
Volkswagen ran a campaign in the 1960s that’s a prime example of using wordplay, wit and puns in marketing.
Image: Volkswagen
Their tagline for the release of the compact VW Beetle was:
- Think Small
The ad not only emphasized the car’s compact size but also encouraged consumers to think in a more minimalistic and eco-friendly way. Beetles (the insect) are small and they don’t think big, they think only of the small world they inhabit – and that’s what our outlook should be while driving a VW Beetle.
The “think small” message is still poignant over sixty years on with the world suffering a climate crisis and everyone being encouraged to do their small bit for the environment.
The only VW Beetle that did think big was Herbie, and he thought so big he went bananas.
Two. Kit Kat
You probably see a Kit Kat most days, you might have some in your biscuit tin right now, so it’s easy to forget the massive pun staring you in the face.
Image: Nestlé
Yep, it’s obvious:
- Have a Break, Have a Kit Kat
It plays on the word “break”, which suggests taking a break during a busy day and having a Kit Kat bar go hand in hand.
Oh, and it’s also what you do with the fingers – you break them apart (unless you’re one of those weird double-finger munchers).
I once saw a T-shirt in Blackpool with the slogan, “Have a Break, Have a Quick Crap“, on it and a day hasn’t gone by since when I haven’t thought about starting a laxative company and using that slogan.
One day, maybe.
Three. DeadHappy
Death is a bummer and the life insurance industry, well, it’s not known for having much life, is it?
Image: DeadHappy
DeadHappy’s approach is wonderfully refreshing. The brand targets millennials by laughing death in the face – literally, their logo is a laughing skull.
And when it comes to using puns in marketing, check these out:
- Death: Sorted.
- DeadHappy: Life Insurance for the Living Dead
- Death is Coming. Get DeadHappy
- Get DeadHappy Today
- Please die responsibly
They use cartoon images, videos and bright colours in their marketing. And by adding puns and wordplay into the mix, you end up with an ad campaign that breathes new life into a grim industry. Perfect for capturing the attention of an age group with death far from their minds.
However, they’ve run campaigns using the face of killer Doctor Harold Shipman and another that was deemed to promote suicide (poor mental health is no laughing matter).
So, yeah, don’t do that.
Four. Dollar Shave Club
Dollar Shave Club is known for its quirky and humorous marketing approach, and its slogan is a pun-filled gem.
Image: Dollar Shave Club
Yep, you guessed it:
- Shave Time. Shave Money.
Playing on the double meaning of “shave,” the pun suggests that not only will their razors save you money, but they’ll also save you precious time in your grooming routine.
Vital when you’re late for work.
Wordplay and humorous marketing videos have helped Dollar Shave Club establish a strong presence in a competitive industry that includes giants like Gilette and BiC, quickly.
Five. Warburtons
It’s hard to beat Warburtons when they’re on a roll *ba doom tish* and their 2023 ad campaign is absolutely wonderful.
Image: Warburtons
It’s bread.
It’s about as plain as it comes.
But, rope in Samuel L Jackson, create a TV ad and follow it on with digital ads that either use bread puns, incorporate the actor’s personality or are about the famous orange packaging, including these:
- It butter be Warburtons
- Don’t be fooled by deep bakes
- The Orangeinal
- Just because it’s orange doesn’t make it Warburtons
These are just a few of the ads they ran in this campaign, all of which make you stop and read.
Oh, and that the Warbies tagline, ‘Bakers, Born and Bred‘ is a play on words that’s always in plain sight.
Genius.
***
Five different brands.
Five different audiences.
All of them use puns in marketing with huge success.
Copywriting, where the pun never stops
I love puns, and there’s nothing I love more than sticking them in projects I write too, check these out:
One. Dragon Soop and the Pig Wrestlers
I worked on some articles for the Scottish beverage brand, Dragon Soop, a few years back and was asked to create articles packed with puns. I did quite a few, but my favourite was one announcing their sponsorship of The Pig Wrestlers, an amateur rugby team.
It had to be full of piggy puns, and it didn’t disappoint:
To see the whole article, check out the Dragon Soop Portfolio page.
Two. The Urban Vintage Affair and something a bit cheesy
Natasha Francis from the Urban Vintage Affair (as well as TV’s The Bidding Room & Storage Hunters: The Restorers) asked me to put a few subtle puns into her product descriptions:
And I have to say, they weren’t as smelly as Stinking Bishop:
To see more of the work I did for Tash, check out The Urban Vintage Affair portfolio page.
Fancy using puns in your marketing?
Then give it a go.
It doesn’t matter if you sell life insurance or bog brushes, there’s a place for puns and wordplay, whether it’s in your ads and product descriptions or on your website and social media.
To learn more about how you sound, check out my article, What is tone of voice?
Or, if you’re unsure where to even start, and you want some inspiration, check these fab articles out:
- Funny Copywriting: How to create funny marketing campaigns
- How to write copy like Innocent Drinks
- 5 great chatty style writing examples in advertising
Want to use humour and puns in your marketing?
I’m Matt, a chatty brand copywriter who puts POP! WHIZZ! BANG! in your copy.
I’m an expert at writing marketing puns, so, if your content feels crusty and stale, I’m going to blow my own crumpet and tell you my words will make it rise so you reach more customers and make you business more dough.
Do that and your brand marketing will be butter by far.
Until next time,
Matt
PS. For more about using wordplay in advertising, check out my article, Should you use puns in your Christmas Marketing?
