Giles Poyner has worked in marketing and advertising for over twenty years and has worked on some of the biggest global brands. He explains how when it comes to marketing food and drink words really do matter. From taking every day slogans that we then associate with a brand to employing iambic pentameter to create taglines that stick in the customer's head. Although companies are using ever more sophisticated means to sell their products, clever slogans have been around for longer than we think. Almost 100 years in fact. Producer: Maggie Ayre