Tech copywriting examples for ecomm & FMCG brands

Browse real-world tech examples from the best challenger brands in ecomm and FMCG. Click any example to see exactly how to use it for your own brand.

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Spotify

Spotify’s second time lucky OOH ad

This version of the Spotify ad started off as a "Dear Person in LA who listened to Forever Alone playlist for 4 hours on Valentine's Day. You OK?" ad. We much prefer this version.

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Ecotalk

Ecotalk’s really smart hero section

Chris Packham is something of a deity at DWG, so we've got a massive soft spot for Ecotalk. But this hero section is ridiculously clever without drawing any attention to just how clever it is. (Also, yes. Jack needs to charge his phone. He never does.)

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Headspace

Headspace’s really handy brand voice guidelines

We've seen a lot of brand voice guidelines. Most of them are closer to style guides than brand voice guidelines. Don't use passive voice. Use contractions. Avoid jargon. Be friendly. Be chatty. But they don't show you what the voice feels like. Headspace's does. And we love it for that.

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Spotify

Spotify’s sneakily clever OOH campaign

We initially saved this because we love The Clash and thought it was a clever little play on words. (And really smart art direction to mimic the album colours.) Then, as we were writing this up, we realised there's actually a lot more going on in this ad that we realised.

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Honest Mobile

Honest Mobile’s amazing B-A-B ad

We've always hated Problem-Agitate-Solution as a copywriting formula. (It's that agitate part that feels icky.) So when we got hit with this Honest Mobile ad that manages to talk about pain points without it feeling gross, we hit screenshot lickety-split. It's such a good example of the before-after-bridge copywriting formula. Love it.

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Treecard

Treecard’s audience-specific headline

Is it egotistical to include your own work in a swipe file? 100%. And we're not going to make a habit of it. But getting 161,000 sign ups on day 1 made it feel like we should include it.

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