Why we love this
Why we love this
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.
Steal this for your brand
Sherlock/Moriarti. Batman/Joker. Jack/Snickers-induced anaphylactic shock.
All good heroes need a nemesis. And the most memorable challenger brands aren't just standing for something, they're vocally against something.
Karma isn't just a banging cola. It's a rejection of everything Coca Cola and Pepsi stand for. It's better ingredients. It's a more authentic recipe. And, most importantly, it's about being good and fair and moral.
Not only does it make your message really sticky and memorable, but Social Identity Theory tells us that the beer we drink, the cars we drive, the clothes we wear and the food we eat to tell the world “this is who I am, these are the things that are important to me”.
And a big part of who we are is also what we’re not.
So by planting your flag and finding a common enemy, you’re saying: this is who we are, this is what we stand for, and if you think like us, we're the brand for you.
So ask yourself: who or what is your nemesis? Is it a specific competitor? Is it an accepted trade off every competitor makes? Is it a big global issue?
Pin that down and then embrace your inner hater. Call it out in your copy. Being a hater is cool again.
