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Who says copywriters are unnecessary?

I'm just contemplating one of the worst corporate straplines I've seen in a very long time. P&H Sweets sets our pulses racing with the slogan 'Always delivering retail snacking solutions'.

Let's be charitable and concede that they're targeting retailers with their message rather than consumers. Even so, their line fails on so many levels. Are they distinguishing themselves from rivals who only sometimes offer retail snacking solutions? Or those who offer a completely different kind of snacking solution? The non-retail kind that we'd never buy in a shop.

Let's be honest. Even the guys in my local Londis would be surprised to hear they were selling snacking solutions. They are likely to be under the common misapprehension that their shelves are full of sweets and chocolates.

It's one for tomorrow's copywriting course, that's for sure. Where I always deliver first-class corporate training solutions.

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