Is rhyme past its prime?

Beanz meanz Heinz
We all adore a Kia-Ora
You only get an oo with Typhoo.
Three iconic straplines, all harnessing the power of rhyme. But is their use of rhyme essential or incidental to their success?
Work by two psychologists from Lafayette college, Matthew McGlone and Jessica Tofighbakhsh, suggests that using rhyme was more than an incidental detail. In 1999 the academics asked 60 students to rate the comprehensibility and accuracy of 30 aphorisms on a nine-point scale. The twist in the study