Today’s example of amazing copywriting comes to us from Sprecher Brewery and their Orange Dream soda.
On the top label, a simple sentence stands superior.
In your wildest dreams, cows roam the orange groves in search of a starry spot for sitting and sipping a succulent citrus soda. Enjoy this super citrus drink of natural orange flavors, honey and vanilla for a creamy dreamy taste experience that’s over the moon.
Although it’s short, here’s why it works:
Alliteration (several words in consecutive order beginning with the same sound) is a secret weapon in any copywriter’s toolbox. As Brian Clark from Copyblogger notes, alliteration can make copy “bounce”.
Writer Scott Eric Kaufman explains his take on alliteration and assonance (repeating vowel sounds in non-rhyming words) as, “the interconnectedness it inspires, as if the repeated consonant and vowel sounds benumb the brain into an associative state. I want those connections to seem subtly more sound than they are, because creating an impression of interconnectedness could compel readers to respond favorably to arguments they might otherwise resist.”
I’m not sure if I agree with Scott’s notion that alliteration is a means for changing opinions. I do agree that alliteration can inspire a sense of cohesiveness and interconnectedness, can make a sentence stand out, and helps with the overall flow and pace of your work.
It should be noted that alliteration is an effective, yet potent copywriting tool. Like an essential oil, just a little goes a long way. Overusing alliteration can make you sound amateur, but the right blend can make you sound brilliant.