Make Marketing Contextual.

Perhaps I'm being pedantic, but the first time I saw this bus I found myself completely confused by the bland Jingle and Tonic and my primary identification was with Tanqueray Gin. I don't know if some brand manager insisted on the brand name being the first word, but swapping the 12 Twists of Christmas and the Schweppes logo seems to me to produce a far more comprehensible whole.

You decide to run a campaign on the side of a bus. You know that people read from left to right. You presumably understand that buses are mobile and that people will often have a very limited time to absorb your message. And still you choose to put what is effectively the header that contextualises the message on the far right of the image? The headline at the bottom of the page.

If this were online, people would be all over the user experience of the communication. Offline, it's maybe even more important.