Sensational spelling is the deliberate spelling of a word in a non-standard way for special effect.

Branding

Sensational spellings are common in advertising and product placement. In particular, brand names such as Krispy Kreme Doughnuts (crispy cream), Weet-Bix (wheat, with bix being derived from biscuits), Blu-ray (blue), Kellogg's Froot Loops (fruit) or Hasbro's Playskool (school) may use unexpected spellings to draw attention to or trademark an otherwise common word.

In popular music

Some bands in the mid-1960s (e.g. The Byrds and The Monkees) adopted sensational spelling. The Turtles successfully resisted an effort by their label, White Whale Records, to name them "The Tyrtles." Other examples include Def Leppard, and Led Zeppelin, in which "led" was deliberately misspelled to make clear it is pronounced (as in the metal lead) rather than the other pronunciation of "lead",.

Other

In modern fantasy, the spelling faerie (also fae or fey) may be used in place of fairy, to distinguish it from the childish connotations of fairy tales.