Outdoor Brands copywriting examples for ecomm & FMCG brands

Patagonia

Patagonia’s 10/10 Black Friday posts

Another day, another bit of Patagonia copy in the swipe file. (Patagonia team, if you're reading this, you don't need a restraining order. Promise.) Now, we all know Patagonia <em>loves </em>using the consumerism of Black Friday to draw attention to their mission. (We’ve talked about <a href="https://dowordsgood.com/how-patagonia-used-a-100-year-old-technique-to-grab-attention/" target="_blank" rel="noreferrer noopener">that famous “Don’t buy this jacket” ad</a> last year.) And this year's were absolute bangers too. No notes.

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Yeti

Yeti’s super smart price sensitivity handling

Jack is a bit of a Yeti fanboy, so there's a tiny bit of bias going on here... But the thing we love about this is the way they're using copy to handle price sensitivity without taking about price sensitivity at all. So good.

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Higher Moor Farm Campsite

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

Jack found this randomly while looking for something to do with the kids and it *immediately* went into the swipe file. Now, we love a good pun here at DWG. But they're so hard to do right. And this one is an absolute banger. 3 bits of information (price, product and purchase scenario) snuck into to a bit of copy that makes you laugh and gets you to remember it? Smart. Really smart.

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Patagonia

Classic Patagonia print ad

It’ll come as no shock that we bloody love Patagonia here at DWG. They basically wrote the playbook on being a mission-led brand. (And they’ve been on our dream client list for years now.) And they ran this full page ad in the NYT on Black Friday in 2011, while every other brand was promoting a big sale or discounts. Absolutely love it.

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