Growing up in the UK, Lucozade is something that your Mum bought when you were sick: ‘Lucozade Aids Recovery*’ is a line that we all grew up with. It’s now sold more as an energy drink, and O&M, Johannesburg came up with this witty print ad to remind us that energy drinks are just about getting you to zip from one place to another, they also can help get you through those “give-me-strength” moments in your life such as a ‘granny gathering’. Using only hashtags they describe the event perfectly and made me smile. What words would describe your product, or an event where it is used in only hashtags? It may be a good exercise to make you start thinking differently.

*Obviously that line was really awkward once Aids became associated with HIV rather than a word that meant helping.