I found while writing lines of copy for a specific thing or idea that cliché phrases and terms inevitably come up. At times they are appropriate, but more often they are too clever for their own good and just come off as being cheap and tacky. Some things just shouldn’t be recycled.

I thought it would be fun to do the opposite. Instead of having a brand in mind and slapping on a well known phrase that fits, I took idiomatic phrases and paired them with products. In these examples the product’s benefit is either the literal definition of the expression, or what the idiomatic phrase actually means.

Basically, I just worked backwards.