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:
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: