One of the brands looking to grow over the next 12 months is Vimto, the fruity soft drink that this week launched a new pack design for its 500ml offering. Via Chime agency IAS Smarts, Vimto sent out a declaratory press release.
It promoted the wonderous new design and let readers know why it was chosen.
'The eye-catching new bottle has been designed to be easier to hold, more turgid and create maximum impact on shelf,' it read.
The dictionary definition of 'Turgid' is:
1. Swollen, bloated, puffed up; as, 'a turgid limb.'
2. Swelling in style or language; bombastic, pompous.