Writing on a bag

Tesco Plc

The brief

We were asked to create a powerful copy line for Tesco’s new bag for life, in line with the master brand tone of voice.

It was to be Tesco’s first 100% recycled, 100% recyclable and 100% reusable plastic bag.

The copy had to clearly communicate the bag’s environmental credentials to the customer, and encourage them to keep reusing the bag after they bought it.

What we delivered

Working closely with the in-house Tesco team, we explored many potential options.

But when it comes to copy, sometimes simple is best: fewer words can communicate a message more effectively.

In line with this philosophy, we settled with the client on just two words, to create impact:

‘Reuse. Repeat.’

It was designed to convey a sense of perpetual motion, and in doing so, encourage the customer to keep using the bag.

Its role was also to grab the customer, or passerby in the street and encourage them to read the secondary copy, which extols the bag’s virtues.

We kept the secondary copy simple, factual and to the point, to ensure the information cut through before losing the reader’s attention:

‘This bag is made from 100% recycled plastic. Reuse it for as long as you can. Then recycle it.’

The overall tone is perhaps unusually instructional, but it felt appropriate in the context of sustainability, when customers require clarity, and appreciate honesty.

What the client said

Working with Sherlock is always a pleasure, the ideas keep coming and the energy remains unphased even when you are up against the most senior of stakeholders. The project had its own challenges, but the team always produce solid design work that becomes the standard for the rest of our agencies.” Ruth Timmins-Williams, Brand Experience Manager

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  • Ruth Timmins-Williams, Brand Experience Manager, Tesco

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  • Sam Hepworth, Head of Communications and Digital Media, Whizz-Kidz

    “Sherlock rose to the challenge and provided us with several initial concepts that were all so impressive that we struggled settling on just one.”

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