Copy-wrong or copy-right? 5 companies who nailed their brand copy in 2021
As a copywriter, there are times when you see a company tagline or clever turn of phrase and think, ‘damn, I wish I’d written that.’
I’ve thought this on a number of occasions this year, but here are my favourite five…
Product packaging from Mosh
Why I like it: how many times have you seen a health brand make big, boring, and vacuous claims about their product? Too many. These ones are funny, factual, and straightforward. Lovely.
Adverts from Medtronic Twin Cities Marathon
Why I like them: they understand the different types of runners (customers) they have, with the adverts playing on the powerful emotions associated with running.
I also like longer copy ads (i.e. the third one). They allow you to say more, obviously, and really work when your message is on-point and your words have a rhythm to them.
Order confirmation email from Who Gives a Crap
Why I like it: a brand’s tone of voice isn’t just about what they say on their website or packaging. It’s the little touch points that count... The ones customers don’t expect - catching them off guard in the best possible way. They make the boring memorable and, just like that, a customer cares about you a little bit more.
Tagline from Reformation
Why I like it: everyone has ‘we’re sustainable’ or ‘we’re green’ on their brand materials right now, so I appreciate this slightly different approach from Reformation (who do women’s clothing and accessories). When reading copy, it’s that ‘difference’ which grabs your attention. You want to read more.
Note: shout out to Dame (period products) for their line ‘Bleed red, think green’. It’s one from 2020 that they’re using across ads at the moment.
Adverts from Weezy
Why I like them: food delivery has blown up this year, with 5 or so companies competing for the same customers with, essentially, the same value proposition (‘get food in 10 minutes’). Weezy’s ads stand out in this respect. The design is nice. The situational humour is funny. The message sticks.
P.S. One more…
Sometimes, no copy is the best copy. See CALM’s advert with Tyson Fury, all about the invisible opponents that affect our mental health. I don’t like Tyson Fury. I don’t even like boxing. But I still had a quivering lip by the end of the ad.
This post was written by our Inner Circle member, Ben. If you’re in any need of copy advice or help, do be sure to book a 30 minute discovery call.