Introducing a new style of Sound Off, a review / op-ed of brand messaging found in the wild. If you've spotted writing that's intriguing, refreshing or downright puzzling and want to write about it, drop us a line. Last November I was standing next to a fridge waiting for a tea in South London. In writing, that sounds much more British than it is; I really was just ordering a run-of-the-mill tea. No china cups or small sandwich towers.