Mission statement copywriting examples for ecomm & FMCG brands

Spudos

Spudos’ super honest eco copy

We're big fans of Spudos in general. But this bit of sustainability copy might be our favourite thing they've done.

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Jubel

Jubel’s fantastic story page

We wanted to include a screenshot of the whole about page here, but it broke the swipe file. So we've included our favourite bit. (But suffice to say, their <a href="https://jubelbeer.com/pages/our-story">whole story page</a> is well worth checking out.) Properly authentic, honest and endearing founder storytelling. Love it.

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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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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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Naked Paper

Naked Paper’s properly clever tagline

We're absolute suckers for a bit of wordplay that serves a purpose. (We're just suckers for wordplay in general, really.) And this new tagline-slash-positioning statement from when Naked Paper rebranded from Naked Sprout is an absolute banger. It's a positioning statement, a joke, a catchy line and a flag in the ground, all in 5 words. Too good. PS. How good is this little snippet from their rebranding announcement? <em>Naked Sprout made sense to us at the time. As a fledgling business our name was fresh, natural, and gave a nod to the fast-growing bamboo in our tissue.</em> <em>B</em><em>ut it turns out not everyone hears “sprout” and thinks “bamboo”. Five years on, and hundreds of questions about brussel sprouts later, we’ve grown as a team and as a business. </em>

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Goodrays

Goodrays’ clever positioning copy

Full disclosure: Jack bloody <em>loves </em>Goodrays. He drinks one pretty much every day. So it goes without saying that there's some proper bias going on here. That said, this is still some really clever work because Goodrays are a challenger brand competing against <em>another </em>challenger brand (Trip) that already have cornered a growing market. And the same time, CBD is still an emerging category. So they need to simultaneously say "we're a CBD brand" and "this is what CBD does" and "we're a bit like Trip" and "we're our own thing" all at the same time. And they absolutely nail it.

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Spudos

Spudos’ 10/10 brand story page

Let's face it, if you launch a brand because you love crisps <em>so much,</em> you've got two fanboys for life here. But crisps alone aren't enough to get you in the swipe file. What we loved about this was the really stripped back approach to their story page that made it <em>waaaay</em> more engaging (and fun to read) than most story pages we see. Plus, that crisp consultant line is too good. No notes.

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Bold Bean Co

Bold Bean Co’s distinctive brand language

We make absolutely <em>zero </em>effort to hide how much we love Bold Bean Co. (And not just because they sent us some beans once and they were <em>t</em><em>he shit</em>.) To take an ingredient that was almost looked down on as a cupboard staple and change the conversation around them so they're now seen as this boujee, gourmet, Nigella-ish ingredient <em>just through their words</em> is unreal. Too good.

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Jason's Sourdough

Jason’s super smart pricing psychology trick

If there’s ever a product that can demonstrate the massive difference that messaging can make to price sensitivity and how much we're willing to pay for stuff, it’s packaged bread. After all, don't we all just grab the same bread on autopilot every week? (Unless it's for a nice brunch or boujee bits, of course.) So just getting people to consider switching bread brands is no small feat. But to get people to spend more money on bread <em><u>and</u></em><em> </em>then make that bread their new daily bread? That takes some real skills. And Jason’s have got skills and then some. This went straight in the swipe file.

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FeverTree

FeverTree’s 10/10 reframing move

We're suckers for copy that isn't just a good bit of copy, but that changes an entire industry in an instant. And in 2005, FeverTree did just that. This was pre-financial crisis <em>and</em> pre-craft boom and consumers were starting to trade up across the board. They were spending more on better coffee, better food, better wine... this idea that you could pay a wee bit more and get something significantly better was becoming mainstream. It was the very early days of the craft boom, basically. <p class="font-claude-response-body break-words whitespace-normal leading-[1.7]">And so, with customers happily paying £35 for a bottle of Hendrick's, FeverTree asked "why are people paying so much for good gin and then drowning it in cheap tonic water?".</p> And thus, this banger of an ad (and the whole thesis for their company) was born. Love it.

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Toast Brewing

Toast Brewing’s trick to get remembered

We love everything about what the legends at Toast do. (We were lucky enough to team up a few years ago on a couple of bits.) They brew beer out of leftover bread from bakeries. (It's really good, too.) Then they sell it and 100% of the profits go back to worthwhile causes. And their copy does a really good job at <em>always </em>staying on message. Love it.

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Nike

Nike’s all-timer mission statement

This bit of copy is probably the single biggest influence on the way we approach copy & messaging. It's *everything* you need to know about Nike in 19 words. And in those nineteen words, Nike tell you who they're for, what they believe, what they're selling emotionally, and the identity their customers get to opt into. And that footnote? *chef's kiss*. So, so good.

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Karma Cola

Karma Cola’s 3-word mission statement

Karma Drinks wrote Joe's fav bit of copy of all time, so don't be surprised if they crop up a few times in this swipe file. And we know this one is probably the most obvious bit of Karma copy to include, but it was just too good to leave out. In just 3 words, they've managed to pack in their mission, give you a reason to buy their drink AND take a direct shot at their competitors, all with a wink and a smile. It's so, so good.

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