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  • 18-MAR-2025 | Kintab’s “Without a Guilty Aftertaste” by Paul Belford

18-MAR-2025 | Kintab’s “Without a Guilty Aftertaste” by Paul Belford

Author

Dan Bogachek
March 18, 2025

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and flip open the laptop.

Or… what if:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 9:27 — final draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

Copygloss handled it. Before you left for the date, actually.

For help with editing, email Dan:
[email protected].

Kintab’s “Without a Guilty Aftertaste” by Paul Belford

Get that minty fresh feeling, without a guilty aftertaste. Kintab tooth tablets are an alternative to traditional toothpaste. Nothing wrong with traditional toothpaste of course, apart from the traditional non-recyclable plastic tube it comes in. Because that tube ends up floating in a giant plastic island somewhere out in the Pacific. So instead, why not brush with one of our minty fresh tooth tablets from a refillable plastic-free pack. They care for your teeth as well as the environment. And that, in the end, surely is a feeling worth having. 🏁 

  • Conservation of momentum with starter words: “Because,” “So instead…” “And.”

  • Great repetition on “traditional” to drive the point home. You can hear the hint of that polite British sarcasm, try it.

  • Big focus on feelings. Of course a lot (most) of the time it is — what’s notable here is they’re not shy about the exposed scaffolding. The copy actually tells you explicitly how you should be feeling. “Guilty” at the beginning (status quo) and then “a feeling worth having” (positive change thanks to Kintab) at the end.

The structure:

Hook: subtle subversion of expectations (“wait why is the aftertaste guilty right now?”) → logic chain: traditional toothpaste = giant plastic island in the Pacific (pain!) → solution.

No strong call to action. But it’s damn hard to disagree with the punchline.

After all, hard to argue with feelings isn’t it?