I think Innocent Drinks started the cutesy copy trend. What better way to make your brand seem more friendly, approachable and quirky? It’s why they tell you to “shake it up baby” on their smoothie labels (translation: shake before drinking).

But over the last couple of years it’s taken off. Big time. Everyone wants their brand to be cuddly, and it’s starting to grate a bit.

Why sell sparkling water when you could sell “bumpy water”? Why put up a sign saying a house is sold when you can say it’s been “spoken for”? These are just two examples I’ve spotted in the past couple of weeks.

I think there comes a point when quirky, cutesy copy just looks contrived. Like the bloke in the pub wearing designer gear and talking a bit too loudly, it just makes you cringe.

I’m not saying there isn’t a place for it. But there’s a fine line between looking clever and looking like you’re trying too hard. And right now, I don’t think cutesy copy alone is enough to separate your brand from the competition. So maybe it’s time to find another way to be different.