Who Gives A Crap
Who Gives A Crap’s *super* immature easter egg
Fair warning: this who thing is <em>so puerile </em>that we almost didn't include it. But, come on. It's just too good.
See how to use it ➔Microcopy copywriting examples for ecomm & FMCG brands
Browse real-world microcopy examples from the best challenger brands in ecomm and FMCG. Click any example to see exactly how to use it for your own brand.
Liquid Death
Liquid Death’s 🔥 opt-in copy
This is the first (but definitely not the last) bit of Liquid Death copy in the swipe file. And while lots of their other copy gets all the limelight, we're massive fans of this little bit of brand voice creeping in where other brands just have boilerplate.
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Frida
Frida’s “we get you” copy
As dad of two, Jack's no stranger to the gross side of parenting. And Frida write copy that understands that and makes parents feel seen. Love it.
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Bloom & Wild
Bloom & Wild’s thoughtful marketing copy
We loved B&W's first opt-out campaign. We love their new approach even more. Big, big fans of everything they do.
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Wildfarmed
Wildfarmed banging menu copy
This might be the only bit of menu copy we've ever added to our swipe file. But man, is it good.
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Hiut Denim
Hiut’s 🔥 product copy
We're massive fans of Hiut Denim and their "do one thing well" messaging. And this little detail on the inside of their jeans is just *chef's kiss*. If you'd seen nothing else Hiut had ever done, you'd know everything you need to know about them just from this label. Absolutely smashed it. So good.
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Reformation
Reformation’s no notes tagline
Sustainability copy is <em>really </em>hard to get right. It's even harder to do without it getting a bit stale or preachy or <em>duuuuull</em>. But you wouldn't know that by looking at Reformation's copy. It's so good.
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Grind
Grind’s super-specific sustainability copy
We're massive fans of the way that Grind seem to nail walking that tightrope between a proper coffee roaster, sustainability powerhouse and accessible, on-every-shelf-in-every-shop coffee brand. On a messaging-level, that's a <em>really </em>tricky thing to juggle. And they absolutely nail it. This little detail in their FAQs might seem small, but it's a sign of a brand that absolutely knows what it's doing. No notes.
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Pact
Pact’s *chef’s kiss* packaging copy
DWG would be nowhere without copious amounts of caffeine. Plus, we're <em>huge </em>fans of everything Pact do. And this tiny bit of copy on the back of their packet is so simple, but so good. No notes.
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Graza
Graza’s playful disclaimer copy
We cut our copy teeth worshipping every word Innocent ever wrote. So of course we're suckers for silly little bits of microcopy like this. Also, mad props to Graza's team for publishing the line "elevated levels of sexiness when holding Graza bottles".
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Seep
Seep’s super clever mnemonic branding trick
Getting people to remember your brand name is not easy. Especially if you have a made up brand name or a brand name that's difficult to spell. Which is why we love this h2 on the Seep website. Turns their brand name into a mnemonic device to help people remember it.
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Lush’s non-showy inclusive AF copy
We're big fans of Lush. (Poole businesses represent!) They're one of the OG brand voice brands. We're massive fans of their big, political, in-your-face campaigns. But this little snippet from the Q&A in a Lush newspaper is an example of their inclusivity running deeper than just campaigns. Really, really impressive stuff.
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Paynter Jacket Co
Paynter’s 10/10 label copy
We've got a lot of love for Paynter here at DWG. We both drool over their chore jackets. We love their slow approach to business. We <em>loved </em>their pandemic messaging. And, most of all, we love that their whole brand is about attention to detail and enjoying the good things. And what says attention to detail and enjoying the good stuff more than a label in their jackets saying "eat a bowl of Coco Pops"? Absolutely no notes.
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B&Q
Nice bit of DIY-ed copy in B&Q
This is proof that you don't need a huge agency (or even a studio of wickedly talented brothers 😉) to write good copy. This copy had been quickly typed up, printed, laminated and then stuck on the Venus Fly Traps in Jack's local B&Q by a member of staff just having a bit of fun. But that doesn't mean it isn't an absolute banger.
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