In a world where attention spans are getting shorter than ever, brands are pulling out all the stops and are refining strategies to grab and hold consumers’ attention. While most of them are going all-in to get their messaging right, there are a few who are flipping the script and breaking the mould by intentionally making mistakes. 

Rather than playing it safe, these brands are purposefully embracing the power of misspelling to engage audiences, spark conversations, and stand out from the competition. Most recently, Coors, the US-based beer brand, intentionally misspelt ‘refreshment’ as ‘re-fersh-ment’ in an outdoor campaign. Closer home, PUMA also created buzz with the PVMA signages outside their store, as a teaser to announce the appointment of PV Sindhu as brand ambassador.

But does this tactic pay-off in the long run or is it just a flash in the pan?

While this tactic can drive engagement and create buzz, experts debate its long-term effectiveness. Some view it as a fleeting, attention-grabbing stunt, while others see it as a creative tool for differentiation.

In the February issue of Manifest, we delve deeper into the trend and explore how some brands are leaning into the power of a ‘mistake’ to grab attention and spark buzz.  

To get your copy, click here.

For a one-year subscription, use the below link. 

We also have a six-month subscription. Get it here.