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25-DEC-2024 | Sainsbury’s “Squash 10% more fruit juice” Ad by David Abbott

Author

Dan Bogachek
December 25, 2024

Sainsbury’s “Squash 10% more fruit juice” Ad by David Abbott

Sainsbury’s squash 10% more fruit juice into their squashes.

Sainsbury’s High Juice fruit squashes really do live up to their name.

They contain 50% more fruit juice (twice the legal minimum) and 10% more than the competition.

We squash on average seven oranges into our orange squash, nine lemons into our lemon squash and ten limes into our lime cordial. (Quite a squeeze but worth it.)

What we don’t put in are artificial colours, flavouring or sweeteners.

So even when you dilute to taste, it’s still a delight to taste. 🏁

  • So much number specificity. “Well 10% is kinda arbitrary, no?” — that’s alright, we’ve broken it down by flavor. All the numbers add credibility & make it sticky.

  • Tactical parenthetical sentence, woot woot!

  • Nice intra-sentence repetition. “Squash 10% more… squashes” and “dilute to taste… delight to taste.” Brings a pleasant symmetry.

  • Note how even thought the whole thing is written about the squashes (they) and what Sainsbury’s does (we) — it ends on “you?”

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].