Create ideas using: Wordplays
How do I make wordplay clever instead of groan-worthy?
The play should reveal something meaningful, not just be a pun for pun's sake. Good wordplay creates a moment of insight--an unexpected connection between meanings that actually illuminates your message. Bad wordplay is just substituting similar-sounding words and hoping people think you're clever. They won't.
What if wordplay doesn't translate across languages or cultures?
Then you need different versions for different markets, or you skip wordplay entirely. Forcing wordplay that doesn't work in translation makes you look culturally tone-deaf. Not every technique works everywhere. Know your limitations and adapt accordingly.
Example: How it could look
Oatly uses wordplay that actually makes points: 'It's like milk but made for humans.' The play on 'made for humans' (vs. cows) is a dig at dairy while being memorable and shareable. The wordplay serves an argument, not just a joke. It's clever because it has a point beyond the cleverness.
Or like this:
Why is Wordplays a great technique?
Good wordplay creates memorability, shareability, and delight through unexpected linguistic connections that serve the message.
Creates instant memorability through cleverness
Highly shareable when done well
Shows brand personality and wit
Makes messages stickier through language play
Wordplay works when it's in service of meaning, not just showing off. The best puns make you smile and think. The worst make you groan and forget. Know the difference, and for everyone's sake, kill your bad puns before they make it to market.
! When not to use the Wordplays Technique
When the wordplay is forced, groan-inducing, or obscures your message. Bad wordplay is worse than straightforward language.
Technique first described by www.deckofbrilliance.com