CHUBBIES’ ON-BRAND PRODUCT DESCRIPTIONS

You hear about Innocent and Oatly all the time, but Chubbies have been one of the unsung heroes of the brand voice game for a while. (Maybe not in the US, but in the UK, they're not even in the conversation. Which is a shame. So we're including them here to give them their flowers.)

Sometimes, having a strong, distinctive brand voice can be a of a blessing and a curse. It's great for all the big, loud, attention-grabbing copy. But when you get into the nitty gritty of product descriptions, it can be hard to balance your brand voice with the stuff a customer needs to know to, you know, buy your stuff. Chubbies are a great example of walking that tightrope. All of the information you need to know to buy is in the description, but rather than saying "these shorts", they say "these bad boys are kind of a big deal". There's an Anchorman reference that their audience will love. There's little asides in brackets to make it feel like it was written by a real person. (Pro tip: sticking things in brackets feels like you're doing a stage whisper to the audience. Really easy trick to make things feel more conversational.) 👈 how meta, eh? Basically, it reads like a mate pulling you aside and recommending a pair of shorts to you. And that's because the brand voice is playing second fiddle a little bit. They know when to turn it right down (shorter inseam, best-selling, movability and flexibility...) and when to dial it up. Nick this: when you're writing copy that's really close to the buying decision, turn down (but don't lose) your brand voice. Use it to add a bit of personality here and there. And keep your brand's big POV running through it all. But don't feel like it needs to be dialled to 11 all the time.