Galaxy- 'Ultimate Frothy'

[elephantoverthehill]

My Ds 2 noticed this on his instant hot chocolate. He's not a pedant but said it was wrong. Should it be 'Ultimate Froth', 'Ultimately Frothy' or 'Ultimate Frothiness'? We can't decide, although the phrase 'it makes my teeth itch' is coming to mind.

Ultimate is an adjective so should modify a noun, which as you say suggests that it should be combined with froth or frothiness. However, what you're overlooking is a kind of marketing-speak that's evolved where an adjective is used as a noun: "Bring on the happy", or "Find your Epic" - there's an article I remember reading about this: www.theguardian.com/media/shortcuts/2018/may/14/smart-knows-thats-not-english-how-adland-took-a-mallet-to-the-language

While it's not grammatical in formal English, it seems acceptable in branding like this. Whether you like it or not is personal taste. I quite like a bit of stretching of the language to playfully put across a message, but I can see it wearing a bit thin if they do it too much.

I get your point Dadx3 but how do Dcs actually pass GCSE English if surrounded by this 'Ad speak'?

I guess by reading lots of well-written books in grammatical English, and studying the conventions of formal writing just as they have to study the laws of physics etc.

I know that's easier to say than to practise - I have a DS doing GCSEs this year who never reads books!

I guess I'm just pleased that Ds2 questioned it.

Yes, I meant to say that: if your DS spotted it and can explain what the problem is with it, he should be capable of doing well in his GCSE!

It could be an elision 'ultimate frothy drink'?

I guess, maybe, perhaps Auntie and a good idea but it's just bloody annoying. I can't now not see it now in the cupboard. I might have to rip the label off