Word Play to boost branding
Marketing Monday — Wordplay to Boost Branding
This week, my marketing radar locked onto a fun and clever
theme: wordplay in branding.
I spotted a variety of ads using creative twists of language that shows how
wordplay can be a powerful tool to build brand identity, create emotional
appeal, and boost recognition.
It ties in beautifully with brand names I've come across recently, like Falafval, Zwamcijsje, and Plnktn – all of which play with language to stand out. Herewith some examples that show how words can boost branding.
High Tea, Low Prijs – Lidl
Lidl's latest campaign shines through clever variations around their core promise: top quality for a low price:
- IJskoud prrrrijsje
- Maxi lekker, mini prijsje
- Zalig toetje, zacht prijsje
- Voor een schEIntje
Lidl's consistent use of wordplay across formats is no accident – it reinforces their brand voice with a twist.
Egghibition – Brouwerij 't IJ
Brouwerij 't IJ's ad campaign around an "egghibition" (get it?) proves their love of puns. They've long embraced linguistic creativity, with beers like IJwit and PaasIJ. This playful branding is part of their DNA and boost their branding.
Stolcroissant – Albert Heijn
Albert Heijn's Stolcroissant – a hybrid of paasstol and croissant – blends not only flavors but also cultures and words. Compared to Lidl's wide wordplay spectrum, is the market leader being outplayed this Easter ad campaign by the challenger?
Gen Y, Gen Z, Gen Whatever – McDonald's
Besides the underlying message of this word play it is another example currently out the there where creative word play gives power to the message
👉 Link to example
Mais to Meet You – Tommy Tomato
Tommy Tomato may not be running a campaign this week, but their everyday language is a masterclass in playful communication. With lines like:
- Welkom-kommer
- Ik komkomeraan
- Preijectmanager
…they add joy to internal culture and consumer-facing content. This cheerful tone helps them make healthy eating more approachable and less preachy = boosting their brand
Naming Your Brand (or Boat): A Sailor's Take on Simplicity
In the sailing world, a boat's name isn't just decorative—it's
functional. It should be:
- Easy to pronounce
- Easy to spell over maritime radio
- Recognizable at a glance
Now picture this exchange in a storm:
"This is German Coast Guard, please spell your vessel name,
over."
"Hotel, Mike, Kilo, Alpha, Romeo, Echo, Lima, Delta, Oscar, Oscar, Romeo,
Mike, Alpha, November, over."
"Did you say Hotel... what?! Over."
Compare that to a crisp, one-word name like Staal. Simple. Clear. Effective.
The same principles apply to brand naming. In a fast-moving world of radio ads, shelf scanning, and scroll-stopping content, your brand name should cut through the noise—short, smart, and distinct. That's the beauty of a name like Plktn: it references an everyday Dutch word (plankton), but drops the vowels to create a visually strong, modern identity. Memorable. Recognizable. Ownable.
The Marketing Thought of the Week
Language is a branding superpower. Whether it's for:
- Your core positioning
- A temporary campaign
- Or your internal tone of voice
Wordplay adds emotional texture and memorability to your message. It helps consumers feel something, which is often the difference between noticing and remembering a brand.
So this week marketing thought:
What could a little wordplay do for your brand?
--- This post aims to start your week with a marketing & nutrition inspired thought
---- Mutrition aims to make your food business healthier
----- Let me help to tackle your market challenges
