Fewer Bottles, Scarlett Johansson. Not “Less Bottles.” Sheesh.

Brow Beat
Slate's Culture Blog
Feb. 2 2014 10:29 PM

Copy-Editing the Super Bowl Commercials: “Less Sugar, Less Bottles”?

In her Super Bowl ad for SodaStream, Scarlett Johansson promises a “soda that’s better for you and all of us. Less sugar, less bottles.” 

Less bottles? 

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Grammar Girl notes that you should use less with “mass nouns” and fewer with “count nouns.” A mass noun, she continues, is something “you can't count individually,” like sugar. A count noun is, well, “something you can count,” like bottles.

Less sugar. Fewer bottles. It’s time to re-cut that ad, SodaStream.

Josh Levin is Slate's executive editor.

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