Vitamin Water
So. Vitamin water....It's trying to be hip, appeal to the younger gen, hook us with their stylish bottles and celebrity endorsements. But I noticed one other thing that they do to try to be hip, relaxed, cool....they don't use capitals. The description on the bottle is written but with no capitals and when I picked it up to read it (I read everything) I got lost. I didn't know where sentences ended or began. I mean, there were punctuation marks in there, I saw periods and commas, but the all lower-case letters really threw me off.
So, yes, Vitamin Water, I know you're hip. I know you're just casual with me like, "Oh. Hey there. I didn't see you come in. I was just drinkin' this water....oh this water? It has vitamins in it...try some...no big deal..." but, I find your approach to the casual writing to be hip...confusing and awkward. It was a good idea...but. Just isn't right.