Why we love this
Why we love this
It's properly rare to see a very early-stage, independent brand come straight out of the gate with copy that's big, brave and in-your-face. But that's exactly what Big Tea did. And we 💛 it.
Steal this for your brand
On the surface, it's bold and it's attention-grabbing. It's funny. It's very aware of who its target audience is (and isn't). It flirts with a taboo topic.
And we know those are all things that make copy way more effective.
And yet, the real genius of it comes from the fact that it doesn't fall into that Brewdog trap of edgy just for the sake of being edgy.
Because while "ethical 3 gram bag" might be a cheeky nod to some less than legal pastimes, but it's also a very clever way to draw attention to two of their USPs: their ethics and their bigger-than-average tea bags.
Studies show that ads are more memorable when the humor is directly related to the message. In other words, a good, on-message joke grabs their attention and puts them in a more receptive-to-buy state.
The humour also helps encode your key messages in their brain, too. So when customers think "ethical tea" or "a tea that lines up with my values", Big Tea are going to be top of mind.
So next time you need some big, attention-grabbing copy ask yourself: is there a way to grab attention that's on-brand and on-message too?
