Want to team up on your copy and messaging? Let's chat.

Copywriting examples for ecomm & FMCG brands

We've filled this copywriting swipe file with some of our favourite bits of copy and messaging from ecomm & FMCG challenger brands. Plus, we've added notes on how you can steal the thinking for your brand to each one, too.

Share with your team LinkedIn

By Job

By Category

By Vibe

By Brand

Wype — Wype’s attention-grabbing campaign

Wype

Wype’s attention-grabbing campaign

See how to use it ➔

Days Brewing — Days Brewing’s clever messaging twist

Days Brewing

Days Brewing’s clever messaging twist

See how to use it ➔

Jack Daniel's — Jack Daniel’s oh-so-readable tube ads

Jack Daniel's

Jack Daniel’s oh-so-readable tube ads

See how to use it ➔

Liquid Death — Liquid Death’s 🔥 opt-in copy

Liquid Death

Liquid Death’s 🔥 opt-in copy

See how to use it ➔

Spotify — Spotify’s second time lucky OOH ad

Spotify

Spotify’s second time lucky OOH ad

See how to use it ➔

Bloom & Wild — Bloom & Wild’s thoughtful marketing copy

Bloom & Wild

Bloom & Wild’s thoughtful marketing copy

See how to use it ➔

Sons — Sons’ empathetic AF copy

Sons

Sons’ empathetic AF copy

See how to use it ➔

Surreal — Surreal’s banging, non-discount abandoned cart email

Surreal

Surreal’s banging, non-discount abandoned cart email

See how to use it ➔

Jubel — Jubel’s fantastic story page

Jubel

Jubel’s fantastic story page

See how to use it ➔

Allplants — Allplants’ super clever Veganuary campaign

Allplants

Allplants’ super clever Veganuary campaign

See how to use it ➔

Grind — Grind’s super-specific sustainability copy

Grind

Grind’s super-specific sustainability copy

See how to use it ➔

innocent — A classic example of the innocent TOV

innocent

A classic example of the innocent TOV

See how to use it ➔

Fussy — Fussy’s super clever TOV shifts

Fussy

Fussy’s super clever TOV shifts

See how to use it ➔

Bol — Bol’s rhyming headline

Bol

Bol’s rhyming headline

See how to use it ➔

Naked Paper — Naked Paper’s properly clever tagline

Naked Paper

Naked Paper’s properly clever tagline

See how to use it ➔

Goodrays — Goodrays’ clever positioning copy

Goodrays

Goodrays’ clever positioning copy

See how to use it ➔

Graza — Graza’s playful disclaimer copy

Graza

Graza’s playful disclaimer copy

See how to use it ➔

— Lush’s non-showy inclusive AF copy

Lush’s non-showy inclusive AF copy

See how to use it ➔

Hexclad — Hexclad’s really clever product description trick

Hexclad

Hexclad’s really clever product description trick

See how to use it ➔

Bold Bean Co

Bold Bean Co’s distinctive brand language

See how to use it ➔

Free 7-day course

Fed up of wrestling with ChatGPT to get some half-decent copy?

Worn out your backspace button from deleting em-dashes and "this isn't just this. It's that" sentences? Let us jump into your inbox for a week and we'll show you how to properly define your brand voice and get AI to actually use it.

7-day email course followed by weekly newsletters. Unsubscribe at any time.

Surreal — Surreal’s banging generation effect Insta post

Surreal

Surreal’s banging generation effect Insta post

See how to use it ➔

Spacegoods — Spacegoods’ really clever comparison trick

Spacegoods

Spacegoods’ really clever comparison trick

See how to use it ➔

Toast Brewing — Toast Brewing’s trick to get remembered

Toast Brewing

Toast Brewing’s trick to get remembered

See how to use it ➔

Overherd — Overherd’s pastiche challenger tone

Overherd

Overherd’s pastiche challenger tone

See how to use it ➔

Karma Drinks — Karma’s 5-word banger

Karma Drinks

Karma’s 5-word banger

See how to use it ➔

Big Tea — Big Tea’s bold OOH campaign

Big Tea

Big Tea’s bold OOH campaign

See how to use it ➔

Harper Wilde — Harper Wilde’s VOC-led email

Harper Wilde

Harper Wilde’s VOC-led email

See how to use it ➔

Ocado — Ocado’s *really* clever positioning play

Ocado

Ocado’s really clever positioning play

See how to use it ➔

Yeti — Yeti’s super smart price sensitivity handling

Yeti

Yeti’s super smart price sensitivity handling

See how to use it ➔

Good Pair Days — Good Pair Days’ sneaky smart copy

Good Pair Days

Good Pair Days’ sneaky smart copy

See how to use it ➔

Rock Face — Rock Face’s 10/10 category judo

Rock Face

Rock Face’s 10/10 category judo

See how to use it ➔

Surreal — Surreal’s cheeky “famous people” ads

Surreal

Surreal’s cheeky “famous people” ads

See how to use it ➔

Higher Moor Farm Campsite — Higher Moor Farm’s 10/10, no notes wordplay

Higher Moor Farm Campsite

Higher Moor Farm’s 10/10, no notes wordplay

See how to use it ➔

Huel — Huel’s crystal clear USP

Huel

Huel’s crystal clear USP

See how to use it ➔

Botivo — Botivo’s really clever positioning move

Botivo

Botivo’s really clever positioning move

See how to use it ➔

Spudos — Spudos’ super honest eco copy

Spudos

Spudos’ super honest eco copy

See how to use it ➔

Who Gives A Crap — Who Gives A Crap’s *super* immature easter egg

Who Gives A Crap

Who Gives A Crap’s super immature easter egg

See how to use it ➔

Frida — Frida’s “we get you” copy

Frida

Frida’s “we get you” copy

See how to use it ➔

Fix8

Fix8’s brand-building welcome email

See how to use it ➔

A24 — A24’s in-group language

A24

A24’s in-group language

See how to use it ➔

Wildfarmed — Wildfarmed banging menu copy

Wildfarmed

Wildfarmed banging menu copy

See how to use it ➔

Dash — Dash’s growing-up messaging

Dash

Dash’s growing-up messaging

See how to use it ➔

Ecotalk — Ecotalk’s really smart hero section

Ecotalk

Ecotalk’s really smart hero section

See how to use it ➔

Living Things — Living Thing’s two-word banger

Living Things

Living Thing’s two-word banger

See how to use it ➔

Rubies in the Rubble — Rubies in the Rubble’s smart positioning copy

Rubies in the Rubble

Rubies in the Rubble’s smart positioning copy

See how to use it ➔

Pact — Pact’s *chef’s kiss* packaging copy

Pact

Pact’s chef’s kiss packaging copy

See how to use it ➔

Lucy & Yak — Lucy & Yak’s quietly rebellious copy

Lucy & Yak

Lucy & Yak’s quietly rebellious copy

See how to use it ➔

Free 7-day course

Fed up of wrestling with ChatGPT to get some half-decent copy?

Worn out your backspace button from deleting em-dashes and "this isn't just this. It's that" sentences? Let us jump into your inbox for a week and we'll show you how to properly define your brand voice and get AI to actually use it.

7-day email course followed by weekly newsletters. Unsubscribe at any time.

KFC — KFC’s all-timer of an apology

KFC

KFC’s all-timer of an apology

See how to use it ➔

Happy Tuesdays — Happy Tuesdays’ 4-word h1

Happy Tuesdays

Happy Tuesdays’ 4-word h1

See how to use it ➔

Tony's Chocolonely — Tony’s Chocolonely’s banger of an activation

Tony's Chocolonely

Tony’s Chocolonely’s banger of an activation

See how to use it ➔

Wild Dose

Wild Dose’s just-like-you brand story

See how to use it ➔

Patagonia — Patagonia’s “how did they think of this?!” ad

Patagonia

Patagonia’s “how did they think of this?!” ad

See how to use it ➔

Huel — Huel’s smart community naming convention

Huel

Huel’s smart community naming convention

See how to use it ➔

Bloom & Wild — Bloom & Wild’s 10/10 Mother’s Day copy

Bloom & Wild

Bloom & Wild’s 10/10 Mother’s Day copy

See how to use it ➔

La Vie — La Vie’s A+ objection handling OOH ad

La Vie

La Vie’s A+ objection handling OOH ad

See how to use it ➔

Lucky Saint — Lucky Saint’s clever messaging judo

Lucky Saint

Lucky Saint’s clever messaging judo

See how to use it ➔

Bonnie Tyler — The greatest 404 message of all time

Bonnie Tyler

The greatest 404 message of all time

See how to use it ➔

Wild Dose

Wild Dose’s on-brand retargeting ad

See how to use it ➔

Raid — Raid’s no notes OOH campaign

Raid

Raid’s no notes OOH campaign

See how to use it ➔

Paynter Jacket Co — Paynter’s 10/10 label copy

Paynter Jacket Co

Paynter’s 10/10 label copy

See how to use it ➔

Spotify — Spotify’s sneakily clever OOH campaign

Spotify

Spotify’s sneakily clever OOH campaign

See how to use it ➔

Palace

Palace’s very on-brand product descriptions

See how to use it ➔

Peachies — Peachies’ customer-first PDP copy

Peachies

Peachies’ customer-first PDP copy

See how to use it ➔

B&Q — Nice bit of DIY-ed copy in B&Q

B&Q

Nice bit of DIY-ed copy in B&Q

See how to use it ➔

Treecard — Treecard’s audience-specific headline

Treecard

Treecard’s audience-specific headline

See how to use it ➔

Collider — Collider’s objection-handling ad

Collider

Collider’s objection-handling ad

See how to use it ➔

Patagonia — Classic Patagonia print ad

Patagonia

Classic Patagonia print ad

See how to use it ➔

Free 7-day course

Fed up of wrestling with ChatGPT to get some half-decent copy?

Worn out your backspace button from deleting em-dashes and "this isn't just this. It's that" sentences? Let us jump into your inbox for a week and we'll show you how to properly define your brand voice and get AI to actually use it.

7-day email course followed by weekly newsletters. Unsubscribe at any time.

Karma Cola — Karma Cola’s 3-word mission statement

Karma Cola

Karma Cola’s 3-word mission statement

See how to use it ➔

PerfectTed — PerfectTed’s dad joke LinkedIn annoucement

PerfectTed

PerfectTed’s dad joke LinkedIn annoucement

See how to use it ➔

Dove — Dove’s banging voice of customer campaign

Dove

Dove’s banging voice of customer campaign

See how to use it ➔

Olipop — Olipop’s clever sneak diss

Olipop

Olipop’s clever sneak diss

See how to use it ➔

Minor Figures — Minor Figures’ banging pandemic email

Minor Figures

Minor Figures’ banging pandemic email

See how to use it ➔

Candy Kittens — Candy Kittens’ research-led OOH campaign

Candy Kittens

Candy Kittens’ research-led OOH campaign

See how to use it ➔

Aesop — Aesop’s almost anti-copywriting tone of voice

Aesop

Aesop’s almost anti-copywriting tone of voice

See how to use it ➔

Free 7-day course

Fed up of wrestling with ChatGPT to get some half-decent copy?

Worn out your backspace button from deleting em-dashes and "this isn't just this. It's that" sentences? Let us jump into your inbox for a week and we'll show you how to properly define your brand voice and get AI to actually use it.

7-day email course followed by weekly newsletters. Unsubscribe at any time.

COAT — COAT’s sneaky smart product description

COAT

COAT’s sneaky smart product description

See how to use it ➔

Hiut Denim — Hiut’s 🔥 product copy

Hiut Denim

Hiut’s 🔥 product copy

See how to use it ➔

Reformation — Reformation’s no notes tagline

Reformation

Reformation’s no notes tagline

See how to use it ➔

HaloTop — HaloTop’s guilt-free-free messaging

HaloTop

HaloTop’s guilt-free-free messaging

See how to use it ➔

Firebox — Firebox demonstrating why they’re the OG of product descriptions

Firebox

Firebox demonstrating why they’re the OG of product descriptions

See how to use it ➔

Headspace

Headspace’s really handy brand voice guidelines

See how to use it ➔

Beachbum — Beachbum’s smart positioning statement

Beachbum

Beachbum’s smart positioning statement

See how to use it ➔

Skin + Me — Skin + Me’s banging FAQ copy

Skin + Me

Skin + Me’s banging FAQ copy

See how to use it ➔

Thinx — Thinx’s taboo-breaking OOH campaign

Thinx

Thinx’s taboo-breaking OOH campaign

See how to use it ➔

Chubbies

Chubbies’ on-brand product descriptions

See how to use it ➔

Seep — Seep’s super clever mnemonic branding trick

Seep

Seep’s super clever mnemonic branding trick

See how to use it ➔

Little Freddie's — Little Freddie’s “we see you” OOH ad

Little Freddie's

Little Freddie’s “we see you” OOH ad

See how to use it ➔

Spudos

Spudos’ 10/10 brand story page

See how to use it ➔

Jason's Sourdough — Jason’s super smart pricing psychology trick

Jason's Sourdough

Jason’s super smart pricing psychology trick

See how to use it ➔

FeverTree — FeverTree’s 10/10 reframing move

FeverTree

FeverTree’s 10/10 reframing move

See how to use it ➔

Gousto — Gousto’s clever way to make customers feel seen

Gousto

Gousto’s clever way to make customers feel seen

See how to use it ➔

Patagonia — Patagonia’s 10/10 Black Friday posts

Patagonia

Patagonia’s 10/10 Black Friday posts

See how to use it ➔

Skyscanner — Skyscanner’s lightning fast OOH campaign

Skyscanner

Skyscanner’s lightning fast OOH campaign

See how to use it ➔

Starface — Starface making punctuation part of their voice

Starface

Starface making punctuation part of their voice

See how to use it ➔

Citizens of Soil — Citizens of Soil’s 3-word 10X tweak

Citizens of Soil

Citizens of Soil’s 3-word 10X tweak

See how to use it ➔

Free 7-day course

Fed up of wrestling with ChatGPT to get some half-decent copy?

Worn out your backspace button from deleting em-dashes and "this isn't just this. It's that" sentences? Let us jump into your inbox for a week and we'll show you how to properly define your brand voice and get AI to actually use it.

7-day email course followed by weekly newsletters. Unsubscribe at any time.

Riddim Snacks — Riddim’s 10/10 use of patois

Riddim Snacks

Riddim’s 10/10 use of patois

See how to use it ➔

Specsavers — Specsavers’ perfect Oasis reunion gag

Specsavers

Specsavers’ perfect Oasis reunion gag

See how to use it ➔

Brewdog — The Brewdog ad we (very reluctantly) love

Brewdog

The Brewdog ad we (very reluctantly) love

See how to use it ➔

Honest Mobile — Honest Mobile’s amazing B-A-B ad

Honest Mobile

Honest Mobile’s amazing B-A-B ad

See how to use it ➔

Barkbox — Barkbox’s 6-word banger

Barkbox

Barkbox’s 6-word banger

See how to use it ➔

Nike

Nike’s all-timer mission statement

See how to use it ➔

Tesco — Tesco’s refreshingly honest ad copy

Tesco

Tesco’s refreshingly honest ad copy

See how to use it ➔

Oh look, some witty copy about reaching the end of the page in a swipe file full of witty copy. How very meta.