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ChangingMinds Blog! > Blog Archive > 07-May-07

Monday 07-May-07

Oh, Aero!

Aero is a chocolate bar that is permeated with bubbles, which not only makes it look like there is more chocolate than actually is there: it also creates a pleasant eating sensation. There was a lovely bit of copywriting a few years ago for it in a line that went like this:

It's the air in your Aero that makes you go 'Oh!'

Isn't it marvelous? First listen to the sound of the whole thing. It beats nicely like a piece of music and divides neatly into halves and quarters.

It's the air / in your Aero /
that makes you / go 'Oh!'/
 

The first part rhymes 'air' with the very close 'Aero', emphasizing the differentiating element of the product: namely air. Neatly, this makes air seem valuable.

'You' and 'your' are power words that drag the audience into the experience. In combination they are a one-two double-whammy that firmly attaches the reader to the product.

'Oh' is a very clever rider. It rhymes with both 'go' and 'Aero'. It also shapes the lips into an 'O', thus adding visual and tactile sensory elements.

Altogether a canny and clever little ditty. I hope the copywriter who wrote it got a big bonus!