Tone of voice (ToV) is extremely important when you’re trying to build a distinctive brand. It’s the personality of your business. The thing people will remember you by.

One way to to have a memorable ToV is to be funny, but there aren’t many brands who can consistently pull it off without subsequent cringing on the audience's part.  

In this post I’m going to cover four that can.

Innocent Drinks

Innocent is arguably the global benchmark for consistent ToV. 

Its strapline, ‘We make natural, delicious drinks that help people live well and die old’, pretty much sums things up.  


When you enter the homepage you’re immediately hit with Innocent’s informal, easy-going way of talking. 

The navigation menu is a perfect example of this, using words and phrases such as ‘things we make’, ‘us’ and ‘bored?’. 

Innocent tone of voice website copy

Sometimes it can go wrong for brands when they try to deviate from the bog-standard menu labels.

You tend to think, ‘What the hell am I actually clicking on here?’ But in this case, notwithstanding ‘Bored?’, it’s still obvious what they lead to. 

If you scroll down to the bottom of the page you can see the ToV again in the contact information, a section of a site that is not generally associated with entertainment value.  

Innocent tone of voice website copy

Aside from the fact that Innocent’s office is called ‘Fruit Towers’, it refers to the ‘bananaphone’ under the contact us section and uses colloquial language such as ‘useful stuff’. 

Under the ‘things we make’ section of the site, not only is there some stunning product imagery, there are also further examples of playful language (‘no funny business’). 

This is the Innocent Drinks timeline/history. As you can see it doesn’t take itself too seriously...

Innocent tone of voice website copy

Finally, it’s worth mentioning the blog content. It’s ridiculous. In a good way.

The most recent post teaches you what a penguin is. This has nothing to do with the Innocent product but everything to do with its brand. 

innocent drinks blog content

innocent drinks blog content


Some of my favourite examples of Innocent’s ToV actually appear on its packaging.

Innocent drinks copy on packaging

Thankfully it has a gallery of its best past packaging efforts on its site, so I didn’t have to try too hard to find examples. 

Innocent drinks copy on packagingInnocent drinks copy on packaging


You can’t talk about Innocent’s ToV without mentioning its Twitter account. Hats off to whoever runs it because it’s genuinely hilarious. 

And Innocent uses the same ToV to influence plenty of visually creative stuff, too.

Paddy Power 

Effective ToV requires the brand to completely understand its target audience. Paddy Power is definitely aware of this.  

Only by categorically knowing it would go down well could you have the confidence to write ‘Last one to sign up for a Paddy Power account is a twat’ on a banner ad. 

Paddy power banner add

The general tone is laddish, colloquial, the way you would talk to your mates in the pub while drinking a big manly beer and watching big manly sport (which you’ve put a bet on, obviously). 

It also does some pretty amusing stuff on Twitter, such as the time a guy called Steve texted its social media manager by mistake and the whole thing became a very public prank.  

Paddy power text prank on twitter

Paddy Power regularly rips the piss out of famous sportspeople.

This one genuinely made me laugh, despite not knowing who any of the players are and never having watched an entire game of football outside the World Cup.

Old Spice

Underpinned by the slogan ‘The man your man could smell like’, Old Spice’s mascots come in the form of ‘Old Spice guys’ Terry Crews and Isaiah Mustafa, the former being stereotypically masculine and the latter being comically charming.

But it’s not just the iconic Old Spice guys who gets to have all the fun, as this mock infomercial video clip shows:

As you can see there is an element of bizarreness to the content along with the humour.

You can see further evidence of this through Old Spice's Instagram video content.

Old spice instagram video

Old Spice instagram

The Old Spice Twitter feed is full of more satirical swipes at overt masculinity, again reflecting the general ToV across all of its marketing channels.


I’ve included Firebox mainly for its product descriptions, which are excellent. 

Below is the product copy for its London Underground Tube Tent:

firebox product copy

firebox product copy

The product copy for its stuffed blobfish is another example of Firebox's informal and very British ToV. 

firebox product copy

firebox product copy

This ToV is present in other parts of the site, too, such as the FAQs section. 

I like the example below, asking people who’ve changed their mind about a product, ‘How could you?!’

firebox website copy tone of voice

Or this one where Firebox empathises with the fact that waiting for ordered items can leave you ‘sweaty, breathless, and wanting more’.

firebox website copy tone of voice

If you want to create and/or sharpen your own brand's tone of voice…

Check out these posts:

Jack Simpson

Published 25 January, 2016 by Jack Simpson

Jack Simpson is a Writer at Econsultancy. You can follow him on Twitter or connect via LinkedIn.

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Comments (4)

Pete Austin

Pete Austin, Founder and Author at Fresh Relevance

Great Article. One other point about Innocent, which shows how brand image can conflict with commercial realities, such as tax planning...

The Innocent brand values include doing good, including by giving 10% of profits to charity, "This is our brand promise, that everything we make will always taste good and do good. It will do you good, because we use healthy, natural ingredients, and it will do good for other people and for the planet, too, because we give 10% of our profits to charity every year"

But, "Innocent Drinks’ profit goes through a blender after Coca-Cola takeover. Profits at Innocent Drinks have plunged by 97 per cent in its first year under the full control of Coca-Cola"

Readers at ethical companies might want to think about not linking donations too closely to profit levels to avoid this issue.

over 2 years ago

Hannah Stacey

Hannah Stacey, Content Marketing Manager at Ometria

The Innocent nav bar example brings up quite an interesting issue about UX and being funny/interesting.

Sure, the nav bar totally fits with Innocent's tone of voice, but things like 'Bored?' aren't all that useful from a user perspective and could hinder people's navigation around the site.

over 2 years ago


Ari H, Marketing at Jaf Gifts

Extremely well done!

over 2 years ago


Graham Tripp, Digital Marketing at WATB

Awesome choices! Innocent are my favourites. They are such a feel good brand. Here are 5 more varied brands we wrote about at WATB -

over 1 year ago

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