Copywriting Examples From Businesses

20 Copywriting Examples From Businesses

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Have you ever been scrolling through a website or social media page and stumbled upon a piece of copy that immediately caught your attention? It's no coincidence that businesses use copywriting to persuade and engage their audience.

Copywriting is the art of writing persuasive and compelling content that motivates people to take action. From product descriptions to advertisements, businesses use copywriting to make their brand stand out and connect with their target audience.

In this article, we will showcase copywriting examples from businesses that have successfully used words to capture their audience's attention and drive conversions.

Let's dive in and explore the power of words in marketing


Copywriting is a technique consisting of the creation of commercial texts (copy) in order to persuade potential clients to act.

16 Copywriting Examples From Businesses With Incredible Copywriters

Copywriting is an essential component of successful content marketing campaigns. It helps to quickly capture the attention of the audience, and more importantly, communicate a message that resonates with them.

There are numerous businesses of all shapes and sizes making maximum use of carefully crafted copywriting. From eye-catching taglines for products to captivating web copy, copywriters have been behind it all — helping brands stand out amongst the crowd and more effectively reach their target audiences.

In this section, we'll showcase examples of exceptional copywriting from businesses that have some of the best copywriters. So let's dive in and see what we can learn from their success!

1. Unleashing the Power of Audience Understanding: BarkBox's Copywriting Triumphs

In the fiercely competitive pet industry, BarkBox has risen above the rest by forging an unbreakable bond with its audience.

This beloved brand has demonstrated an unparalleled understanding of its customer's needs and desires, employing ingenious marketing strategies and a unique approach that goes beyond conventional selling tactics.


Speaking the Language of Pet Lovers

BarkBox's success can be attributed, in part, to its ability to fluently speak the language of its target buyers. By crafting relatable and engaging content, the brand creates an immediate sense of familiarity and connection.

Whether it's through playful wordplay or heart-melting images of adorable puppies, BarkBox captivates its customers' attention and taps into their love for their furry companions.


Beyond the Pet Industry: Understanding the Universal Customer Desire

BarkBox's profound understanding of its audience's needs transcends the pet industry. Regardless of the industry you operate in or the products you offer, customers crave a genuine sense of understanding from the brands they support.

When a brand demonstrates an intimate comprehension of its customers' goals, desires, hopes, and fears, it creates a powerful and lasting connection.

Unlocking the Potential of Audience Understanding

Incorporating this level of audience understanding into your copywriting and other brand marketing efforts can transform your business. By demonstrating that you understand your customers better than they can articulate themselves, you create a profound emotional bond.

This connection cultivates a loyal customer base that trusts your brand and keeps coming back for more.


BarkBox's remarkable success in the pet industry serves as a shining example of the power of audience understanding in copywriting and marketing. By speaking the language of its target buyers and embracing innovative selling techniques, BarkBox has forged an unbreakable connection with its audience.

This connection, built on a foundation of understanding and empathy, has transformed BarkBox into a beloved brand. Applying these principles to your copywriting endeavors can unlock the potential for exceptional customer loyalty and increased sales.

2. The Art of Corporate Copy: Bellroy's Captivating Approach

When it comes to corporate gifting, Bellroy, the renowned leather goods maker, has elevated itself above the competition with its compelling corporate copy.

While their sleek and stylish wallets have made them a household name among consumers, it's their approach to corporate messaging that truly captivates marketers and sets them apart.

The Power of Corporate Gifting

With the corporate gifting industry valued at a staggering $125 billion, the impact of gifting on business relationships cannot be underestimated. Studies reveal that receiving a gift can significantly enhance loyalty, leading to extended partnerships and collaborations. 

Studies have shown that receiving a gift can significantly impact business relationships, with 40% of businesses reporting increased loyalty and a desire to work with the gift-giver longer.


Bellroy's Tailored Solutions

In this landscape, Bellroy's corporate gifting page shines brightly by showcasing a profound understanding of its buyers' needs. The brand communicates tailored solutions that precisely align with the desires of its corporate customers.

They center their messaging around gratitude towards colleagues, delighting clients, and fostering efficient work environments – values that resonate deeply with corporate professionals.


The Value of Understanding Your Target Market

Building such a level of understanding with your ideal buyers requires time and investment. However, Bellroy's remarkable growth stands as a testament to the immense value of these efforts.

By genuinely comprehending your target market, you position your brand as a trusted partner that speaks their language and fulfills their unique needs.

Becoming a Trusted Partner

To emulate Bellroy's success, focus on cultivating a deep understanding of your corporate clients. Invest in comprehensive market research and employ customer-centric strategies that allow you to truly grasp their pain points, aspirations, and desires.

Tailor your messaging to showcase how your offerings can thank colleagues, delight clients, and improve work organization – addressing the core needs of corporate professionals.


Bellroy's corporate copy stands as an exemplary case of how powerful messaging can distinguish a brand in the corporate gifting realm. By crafting copy that resonates deeply with its target market, Bellroy has solidified its position as a trusted and sought-after partner.

By investing in understanding your target market and tailoring your messaging to their needs, you can unlock similar success and forge lasting relationships with your corporate customers.

3. The Power of Rhyme: Bombas' Catchy Copywriting

Bombas, the innovative sock brand, has mastered the art of catchy copywriting. They understand that memorable slogans and phrases have a significant impact on their audience.

By incorporating rhyming elements into their marketing messages, Bombas captures attention, enhances memorability, and creates a lasting impression.

The Impact of Rhyme

One of the most iconic marketing slogans of all time, Heinz's "Beanz Meanz Heinz," exemplifies the power of rhyme. This catchy jingle ran for decades and remained deeply ingrained in the public's memory.

Research supports the effectiveness of rhyming phrases, showing that they are more likable, memorable, and easily shareable with others. Rhyming phrases also benefit from greater processing fluency, making them effortlessly processed by our brains.

But Bombas takes it a step further. They infuse catchy marketing copy throughout their brand, using subject lines like "Stock Up. Sock Up." and naming their product range "Hex Tec."

These creative and attention-grabbing approaches highlight Bombas' commitment to captivating their audience through rhyming and memorable phrases.


Making Your Marketing Stick

While you may not conduct impromptu surveys on the street, incorporating rhyming with reason in your marketing messages can be a valuable tactic.

Crafting copy that flows smoothly and strategically utilizing rhymes can enhance memorability and impact. By leveraging the processing fluency of rhyming phrases, you can leave a lasting impression on your target audience.


Bombas' use of catchy copywriting demonstrates the power of rhyme in marketing messages. By infusing their brand with memorable and attention-grabbing phrases, they effectively engage their audience.

As a business leader, consider incorporating rhymes into your marketing copy to make it more memorable and engaging. By utilizing the processing fluency of rhyming phrases, you can leave a lasting impression on your target audience and ensure your marketing messages stick.

4. Unleashing the Power of Wordplay: Brooklinen's Copywriting Triumph

Brooklinen, the bedding company, shook up the marketing world with its brilliant use of wordplay. What started as a supposed mistake turned out to be a calculated marketing strategy that generated viral buzz and propelled their brand to new heights.

Through their clever email copy and skillful incorporation of wordplay, Brooklinen has transformed the bedding industry and remarkably captivated audiences.

The Black Friday Email "Mistake"

A few years ago, a marketing intern at Brooklinen named Mark accidentally sent a Black Friday email to his colleagues. Little did they know, this mishap was a stroke of genius orchestrated by Brooklinen.

The email quickly gained attention, creating excitement among marketers and attracting customers who eagerly seized the unexpected offer. Brooklinen harnessed the power of one of the busiest shopping days of the year, a week ahead of schedule.


Intentional Brilliance

In a surprising twist, Brooklinen later revealed that Mark's blunder was intentional. It was a carefully planned tactic to surprise and delight customers, making Black Friday accessible for an entire week.

The company also aimed to pay homage to the relatable experience of accidentally sending emails. This ingenious move showcased Brooklinen's strategic thinking and their ability to turn a mishap into a successful marketing campaign.

Provocative Wordplay

Brooklinen's wordplay extends beyond their email strategy. They expertly incorporate provocative wordplay in their subject lines, such as "zero bull sheet" and "holy sheet," striking the perfect balance between capturing attention and engaging their loyal advocates while still appealing to potential customers.

A Memorable Identity

Even Brooklinen's homepage headline embraces wordplay, introducing an unexpected word association that people wouldn't typically connect with bedding. This clever use of language allows Brooklinen to stand out in an otherwise mundane market.

By infusing its brand messaging with creative and memorable wordplay, Brooklinen has successfully carved out a unique identity and sparked conversations.

Brooklinen Home Page

Embrace Wordplay for Your Business

If your business operates in an industry that may be perceived as dull or unexciting, taking a page from Brooklinen's book and incorporating wordplay could be a game-changer.

Customers appreciate humor and creativity, and by infusing your marketing copy with clever wordplay, you can captivate your audience, stand out from the competition, and become the talk of the industry.


Brooklinen's masterful use of wordplay showcases the incredible impact of creative copywriting. They turned a supposed mistake into a brilliant marketing campaign that garnered widespread attention. By embracing wordplay, Brooklinen has transformed the bedding industry, captivating customers with their clever subject lines and memorable brand messaging.

Follow their lead and infuse your marketing copy with a touch of wordplay to unlock new opportunities and leave a lasting impression on your audience.

5. Unleashing Laughter: Chubbies' Hilarious Copywriting Triumph

When it comes to marketing that brings tears of laughter, Chubbies is a brand that stands head and shoulders above the rest. Their ability to infuse humor into their marketing efforts has earned them the reputation of having one of the funniest campaigns in the industry.

From their joke-telling and meme-sharing in emails to their outrageous yet persuasive product page copy, Chubbies has established itself as a brand with a unique and memorable voice. While there is much to delve into about their marketing strategies, let's focus on their approach to email copywriting.


Injecting Humor Into Emails

Chubbies' mastery of humor is evident in their email marketing. They fearlessly challenge conventional best practices and create subject lines that catch attention by capitalizing on unexpected references. They go against the norm by incorporating multiple calls-to-action and even listing unusual ways to use bananas to sell banana-themed shorts.

How do they get away with it? It's simple—they understand their buyer persona inside out and their emails truly reflect the fun, energetic, and bro-branded spirit of the brand. This personal connection with their audience has been key to their success.


The Authentic Approach

Chubbies' authenticity shines through in their email copy. In an interview, Chubbies Co-founder Rainer Castillo revealed that the emails are written as if Chief Marketing Officer Tom Montgomery were writing to a friend.

This genuine and relatable tone has remained consistent and has contributed significantly to their achievements. By staying true to themselves and their brand personality, Chubbies has fostered a strong connection with their audience that goes beyond traditional marketing tactics.

Humor Isn't Always Universal

While Chubbies' humorous approach has worked wonders for them, it's important to note that humor may not be suitable for every brand or target audience.

For instance, if you're targeting a sophisticated audience of wine connoisseurs, cracking jokes might not be the best approach. However, if your target market aligns with Chubbies' Generation Y demographic, it's worth considering the power of humor in your marketing strategy. As Dan Kennedy once said, "Make 'em laugh and take their money."


Chubbies' ability to inject humor into their email copy sets them apart in the marketing world. Their fearless approach to challenging best practices and infusing their brand personality into their emails has created a strong bond with their audience.

While humor may not be suitable for every brand, for those targeting a younger demographic, it can be a powerful tool to engage and resonate with your audience.

So, take inspiration from Chubbies and consider incorporating humor into your marketing efforts. A well-placed joke might just make the difference between being forgotten or becoming a memorable brand that captures hearts and wallets.

6. Tuft & Needle’s Landing Page Copy

With the growing number of direct-to-consumer brands entering the market, it has become increasingly challenging for established players like Casper and its competitors to stand out.

However, Tuft & Needle, one of Casper's prominent rivals, has managed to differentiate itself through their brilliant landing page copy.


While Tuft & Needle's homepage may not immediately catch your attention, its landing page is where the magic happens. During our research for Casper's marketing strategies, we stumbled upon Tuft & Needle's site and were captivated by its approach.

Upon arriving at their site, I was greeted with an email popup that redirected me to a dedicated landing page titled "The 12 Reasons You Haven't Bought from Us... Yet." This cleverly crafted page addressed twelve objections disguised as questions, enticing visitors to explore further.


Each question on the landing page was accompanied by a compelling rebuttal, strategically placed customer reviews, and risk-reversal statements. Tuft & Needle knew that potential customers would have doubts, and they tackled these concerns head-on.


By addressing objections directly and providing reassuring responses, Tuft & Needle effectively instilled confidence in potential buyers. The landing page showcased their commitment to customer satisfaction and eliminated any hesitations that could hinder a purchase decision.


Overcoming Objections through Dedicated Landing Pages Tuft & Needle's landing page serves as an excellent example for businesses selling high-value products in competitive industries. When you anticipate that potential customers may have questions or concerns, don't hesitate to create dedicated landing pages that proactively address objections.

7. Huckberry’s Storytelling

In the vast sea of promotional emails fighting for attention in our inboxes, Huckberry has mastered the art of standing out. While subject lines can be powerful, Huckberry takes a more profound approach by captivating readers with their storytelling techniques.

By crafting emails that engage, inspire, and resonate, Huckberry has become a brand that readers eagerly anticipate, going beyond the typical promotional noise.

Gear for Today. Inspiration for Tomorrow. Huckberry

The Power of Huckberry's Promotional Emails

Unlike countless unopened promotional emails that fade into oblivion, Huckberry's emails have left a lasting impression on me. It's not just because I'm a fan of their brand, but rather because their copywriting is exceptional and sets them apart from the competition.

The Magic of Storytelling

One of the standout features of Huckberry's emails is their skillful use of storytelling. Instead of diving straight into product details, they start with a captivating story. Whether it's about themselves, their customers, or their products and services, the stories draw readers in and remind them that behind the brand are relatable individuals.

Connecting on a Human Level

Huckberry's storytelling approach goes beyond mere invitations to learn more. It creates a connection on a human level, making readers feel seen and understood. By evoking emotions and sparking curiosity, Huckberry builds a sense of community and trust, making readers eager to explore further.

Strategic Presentation of Benefits

After captivating readers with a compelling story, Huckberry seamlessly transitions into a benefit-driven presentation of their new or returning products. They highlight the value, quality, and unique features, emphasizing how these offerings enhance the reader's lifestyle or solve their problems.

A No-Nonsense Call-to-Action

Huckberry understands the importance of a clear and straightforward call-to-action. Their emails end with a decisive call-to-action that leaves no room for ambiguity. It directs readers to take the next step, whether it's making a purchase, exploring further, or engaging with their brand.


Huckberry's copywriting prowess shines through its exceptional promotional emails. By infusing their emails with captivating stories, they go beyond the ordinary and create a memorable experience for their readers.

The power of storytelling, coupled with a strategic presentation of benefits and a strong call-to-action, positions Huckberry as a brand that genuinely connects with its audience.

As aspiring copywriters, we can learn valuable lessons from Huckberry's approach and incorporate storytelling techniques into our marketing efforts to captivate and engage our target audience.

Telling stories, be it about yourself, customers, or your products and services, go beyond inviting readers to learn more; they draw you in and remind you that behind the brand are people—just like you.


8. Rolls-Royce

In the realm of copywriting, certain campaigns stand the test of time, captivating audiences and leaving an indelible mark on the brand's identity.

One such example is the legendary 1958 print campaign by ad executive David Ogilvy for Rolls-Royce, which ingeniously showcased the brand's unparalleled luxury and craftsmanship. Even today, this campaign remains a shining beacon of excellence in copywriting.

Rolls Royce 1958 Ad

The Power of a Headline

Ogilvy's iconic headline, "At 60 miles an hour the loudest noise ... comes from the electric clock," immediately grabs attention and piques curiosity. With a touch of understated humor, it conveys the whisper-quiet performance and attention to detail that define Rolls-Royce.

Delivering Detail and Emotion

What sets this Rolls-Royce campaign apart is its ability to captivate through both detail and emotion. The body copy, though lengthy, weaves a captivating narrative that goes beyond mere specifications. It delves into the meticulous process behind crafting a Rolls-Royce, instilling a sense of prestige, tradition, and timeless elegance.

Positioning the Brand

By showcasing meticulous attention to detail and a sense of heritage, the campaign effectively positions Rolls-Royce as the epitome of automotive excellence. It creates an aura of exclusivity and sets the brand apart from its competitors, solidifying its status as an aspirational symbol of luxury.

Timeless Classic

Joe Swinn, digital marketing lead at Yell IT, aptly describes this campaign as a "timeless classic." Its brilliance lies in its ability to communicate Rolls-Royce's unparalleled craftsmanship and attention to detail, captivating the imagination of audiences and leaving an everlasting impression.


As copywriters, we can draw inspiration from this timeless classic and strive to infuse our work with detail, emotion, and a sense of prestige to captivate audiences and position our brands as leaders in their respective industries.

10. Avis

In the world of copywriting, there are moments of brilliance that redefine how brands position themselves and connect with their audience.

One such example is the iconic "We Try Harder" messaging created by a copywriter at ad agency DDB for car rental company Avis in 1962.


This campaign tackled the challenge of establishing Avis as a top contender in a competitive market, despite not being the industry leader. Let's delve into why these words have become so effective in positioning Avis as a brand that excels in service, quality, and attention to detail.

Addressing the Positioning Challenge

Avis faced the difficult task of differentiating itself from the market leader while still asserting its strengths. The "We Try Harder" messaging successfully confronts this challenge head-on.

By acknowledging its position as the underdog, Avis embraces a customer-centric approach that resonates with audiences looking for exceptional service.

The Power of Effective Words

What makes this campaign remarkable is its simplicity and power. The concise yet impactful phrase "We Try Harder" encapsulates Avis' commitment to going the extra mile. It implies a dedication to surpassing customer expectations and delivering an unparalleled rental experience.

These words convey a sense of determination, reliability, and a genuine desire to earn customers' trust.

Positioning Avis as the Best

The "We Try Harder" messaging effectively positions Avis as a brand with superior service, quality, and attention to detail.

By acknowledging that they are not the market leader, Avis humbly sets itself apart from competitors by focusing on what truly matters to customers: a rental experience that exceeds expectations. This positioning has resonated with audiences, establishing Avis as a reliable choice for those seeking exceptional service.

Timeless Effectiveness

Decades after its inception, the impact of the "We Try Harder" campaign continues to be felt. Its enduring effectiveness lies in its ability to connect with customers on an emotional level, highlighting the values that truly matter in the rental car industry.

Avis has created a distinctive identity that has stood the test of time by focusing on service and commitment rather than market share.


The Avis "We Try Harder" campaign remains a testament to the power of effective copywriting. Its ability to position Avis as a brand with superior service and attention to detail has made a lasting impact on the industry.

As copywriters, we can learn from this campaign by recognizing the importance of genuine customer-centric messaging and the power of addressing positioning challenges head-on.

Let the Avis example inspire you to create compelling copy that sets your brand apart and resonates with your audience.

11. Heinz

In the world of copywriting, there are instances when an unconventional idea defies expectations and captures the imagination of both marketers and consumers.

One such example is the iconic tagline "Pass the Heinz," conceptualized by the fictional ad man Don Draper on the hit TV series Mad Men. Although initially rejected on the show, agency David Miami successfully convinced Heinz to embrace this daring copy in 2017.

Let's explore the brilliance behind this "reverse product placement" campaign and its remarkable results.

Unconventional Creativity

The "Pass the Heinz" tagline is a testament to the power of unconventional thinking in copywriting. Instead of directly showcasing ketchup alongside fries, burgers, and steak, the campaign took a bold approach by highlighting the absence of the condiment.

This unique angle challenged the status quo and piqued the curiosity of audiences, making them rethink the significance of Heinz ketchup in their dining experiences.

The Impact of Subtlety

By featuring images of ketchup-less dishes, the "Pass the Heinz" campaign leveraged the power of suggestion and tapped into consumers' emotions. It allowed the audience to fill in the missing element mentally, creating a sense of anticipation and desire.

This subtle yet powerful approach generated intrigue, effectively showcasing Heinz ketchup as an indispensable complement to beloved meals.

First-Ever Reverse Product Placement

The "Pass the Heinz" campaign is hailed as the first-ever reverse product placement, turning the traditional concept of product integration on its head. Instead of prominently displaying the product, the campaign utilized negative space to emphasize the absence of Heinz ketchup, reinforcing its significance in enhancing the overall dining experience.

This innovative approach challenged industry norms and garnered attention from both consumers and advertising professionals.

Impressive Results

The impact of the "Pass the Heinz" campaign was undeniable. With a combination of print and out-of-home efforts, the campaign achieved a staggering 2.6 billion media impressions.

Furthermore, it generated a remarkable $55 million in earned media, showcasing the effectiveness of the unconventional approach in capturing public interest and media attention. These results serve as a testament to the power of creativity and daring copywriting strategies.

12. Morton Salt

In the world of branding, few campaigns have achieved the level of recognition and longevity as Morton Salt. Since its inception in 1911, Morton Salt has solidified its position as an iconic brand through innovative product improvements and a memorable slogan.

Morton Salt-her-first-appearance

Let's delve into the fascinating story behind Morton Salt's "When It Rains It Pours" campaign and understand why it is regarded as one of the greatest branding triumphs of all time.

Innovation and Free-Flowing Salt

Morton Salt's journey to branding success began with significant product innovation in 1911. By introducing an anti-caking agent to their salt, Morton Salt revolutionized the industry, creating the first free-flowing salt.

This breakthrough allowed consumers to enjoy salt without the hassle of clumping, setting Morton Salt apart from its competitors and laying the foundation for future branding endeavors.

"When It Rains It Pours" Slogan

Three years after the introduction of free-flowing salt, Morton Salt unveiled its now-famous slogan, "When It Rains It Pours." Accompanied by the iconic Morton Salt Girl, this concise and enduring reference not only showcased the product's superior qualities but also cleverly played on a well-known proverb.

The combination of the catchy slogan and the memorable imagery created a lasting impression in the minds of consumers.

Enduring Branding Triumph

Morton Salt's "When It Rains It Pours" campaign has stood the test of time, captivating generations of consumers. This branding triumph is lauded by branding enthusiasts and authorities for its ability to resonate with audiences and maintain relevance over the years.

The slogan's double meaning, implying both the consistent flow of Morton Salt and the proverbial significance of abundance, adds depth and intrigue to the brand's messaging.

The Power of Conciseness

Alex Vale of SaaS startup Attio aptly describes the "When It Rains It Pours" slogan as "phenomenal." The concise and enduring nature of the reference to the salt itself, coupled with its clever wordplay, has made it an integral part of popular culture.

This simplicity and memorability allow Morton Salt to maintain a strong brand presence and remain a go-to choice for consumers seeking quality salt products.


Morton Salt's branding success story exemplifies the power of innovative product improvements and memorable slogans. By introducing free-flowing salt and coupling it with the enduring "When It Rains It Pours" campaign, Morton Salt has created a lasting brand identity.

As marketers and branding enthusiasts, we can learn from Morton Salt's triumph and strive to create impactful, concise, and timeless messaging that resonates with our target audience.

13. Norwegian Airlines

In the fast-paced world of marketing, staying ahead of the curve and seizing timely opportunities can make all the difference. Norwegian Airlines demonstrated its agility and creativity with a memorable copywriting moment when it capitalized on the high-profile split of Brangelina in 2016.


Let's dive into how Norwegian Air's clever and timely advertisement not only caught attention but also showcased its ability to connect with customers uniquely.

Seizing the Moment

When the news broke about the end of Brangelina's relationship, Norwegian Air wasted no time in leveraging the buzz. They swiftly launched a campaign offering low fares to Los Angeles with the attention-grabbing copy, "Brad is single."

This bold move immediately grabbed the public's attention, and the clever play on the celebrity breakup created a significant buzz around the airline's offerings.

Timely Copywriting at Its Best

Alex Swinn, a renowned expert in the field, hailed Norwegian Airlines' ad as a perfect example of timely copywriting in response to a significant news story. The campaign required minimal context because the news of Brangelina's split was already widely known and created a sense of curiosity and intrigue among potential customers.

Norwegian Airlines capitalized on this moment to not only grab attention but also position itself as an airline that is in touch with current events and customer sentiment.

Connecting with the Audience

Norwegian Airlines' brilliant copywriting exemplified the power of connecting with the audience on a personal level. By tapping into a widely discussed news story, they demonstrated their awareness of popular culture and used it as a springboard to engage customers.

This approach humanized the brand and created an instant connection with potential travelers who were not only seeking affordable fares but also looking for a brand that understands and resonates with their interests.

Driving Results

The timely advertisement by Norwegian Airlines proved to be a resounding success. The bold and attention-grabbing copy not only generated substantial buzz but also translated into increased interest and bookings.

By capitalizing on the trending news story, Norwegian Airlines positioned itself as a dynamic and responsive airline, leaving a lasting impression on its target audience.


Norwegian Airlines' ingenious copywriting moment serves as a powerful reminder of the impact that timely and creative messaging can have on a brand's visibility and customer engagement.

By seizing the opportunity presented by Brangelina's split, Norwegian Airlines showcased its ability to connect with customers uniquely and memorably. As marketers, we can draw inspiration from their success and strive to infuse our campaigns with relevant and timely messaging that resonates with our audience.

14. KFC UK

In the world of brand reputation management, how a company handles a crisis can define its future success. KFC UK found itself amid a chicken shortage debacle in 2018, but instead of shying away from the issue, they embraced it head-on with a clever and self-deprecating copywriting response.

Let's delve into how KFC UK turned adversity into an opportunity and won over its audience with its FCK campaign.


Acknowledging the Shortfall

When faced with a shortage of their signature ingredient, KFC UK could have easily opted for a generic apology, but they chose a bolder approach. Their mea culpa came in the form of a simple, yet impactful, three-letter message: FCK.

By acknowledging their mistake directly, KFC UK displayed a level of transparency and authenticity that resonated with their audience.

Taking Responsibility with Humor

Polly Kay, a seasoned digital marketing manager, recognized the brilliance behind KFC's response. She commended the brand for taking responsibility and injecting humor into the situation.

KFC UK's copywriters showcased their ability to laugh at themselves, demonstrating humility and winning over customers with their witty and edgy tone.

Rebuilding Trust and Reputation

The FCK campaign was a masterstroke by KFC UK's copywriting team, instantly diffusing the tension surrounding the chicken shortage crisis. By offering a genuine apology, the brand demonstrated accountability and a willingness to learn from its mistakes.

This approach resonated with customers and generated a wave of positive sentiment, effectively salvaging KFC UK's reputation.

The Power of Audience-Appropriate Messaging

One of the key factors that contributed to the success of KFC UK's response was its impeccable alignment with the brand's audience. The witty and edgy tone of the FCK campaign struck a chord with consumers who appreciated the brand's ability to connect on their level.

By speaking the language of their target demographic, KFC UK not only won back customers but also generated immense goodwill and positive publicity.


KFC UK's handling of the chicken shortage crisis serves as a remarkable example of how copywriting can turn a potentially detrimental situation into a triumph. Through their FCK campaign, KFC UK showcased the power of transparency, humor, and audience-appropriate messaging.

By taking responsibility, apologizing, and injecting humor, they successfully rebuilt trust and restored their brand's reputation. As marketers, we can draw inspiration from their bold approach and remember that even in the face of adversity, impactful copywriting can pave the way to redemption.

15. Specsavers Optical Group

In the world of advertising, timing is everything. Specsavers Optical Group demonstrated their mastery of capitalizing on current events with a clever print ad campaign that capitalized on the buzz surrounding England's World Cup loss to Germany in 2010.

Specsavers ad

By ingeniously incorporating the controversial goal-line technology incident into their advertising copy, Specsavers captured the attention of the nation and showcased the power of timely and relevant messaging.

Riding the Wave of Controversy

The aftermath of England's World Cup loss was marked by widespread discussions about the controversial call that potentially impacted the outcome of the game.

Goal-line technology, which uses cameras to detect whether the ball has crossed the goal line, became a central topic of conversation. Specsavers seized this moment and swiftly responded with a brilliant print ad that cleverly linked their affordable glasses to the contentious issue.

Aligning with Public Sentiment

Joe Swinn, an industry expert, highlighted the brilliance of Specsavers' response. By recognizing the public's frustration and disappointment with the referee's decision, Specsavers positioned themselves perfectly to resonate with their audience.

The ad effectively tapped into the emotions and conversations happening across the country, becoming a talking point in its own right.

Crafting a Relevant and Impactful Message

Specsavers' copywriters showcased their skill by creating a concise yet impactful message that hit the mark. By offering "goal-line technology from £25," they cleverly connected their affordable glasses with the ongoing dialogue about technology and decision-making in sports.

The ad not only showcased Specsavers' ability to deliver relevant solutions but also positioned the brand as a participant in the national conversation.


Specsavers Optical Group's print ad campaign serves as a prime example of how timely and relevant copywriting can elevate a brand's message. By capitalizing on a major sporting event and aligning with public sentiment, Specsavers effectively captured the attention and imagination of their target audience.

The ad demonstrated the power of clever and contextually appropriate messaging in making a lasting impact. As marketers, we can learn from Specsavers' approach and embrace the opportunities presented by current events to create memorable and engaging copy that resonates with our audience.

16. Lexus

In the competitive world of luxury automakers, standing out from the crowd requires innovative and personalized approaches.

Lexus, a renowned brand known for its commitment to cutting-edge technology, spearheaded a groundbreaking billboard campaign in 2015. By utilizing cameras and image recognition, Lexus tailored its billboard copy to drivers of crossover vehicles from rival brands like Audi, Range Rover, and Mercedes.

This ingenious marketing idea captivated audiences and demonstrated the power of customized messaging.

Unleashing the Power of Personalization

Traditional billboard advertising often casts a wide net, hoping to capture the attention of any passerby. However, Lexus decided to take a different path by harnessing the potential of personalized communication.

Delivering Relevant and Engaging Copy

Jaykishan Panchal, a content marketing expert, praised Lexus' approach for its ability to tailor messages to each unique audience. When the billboard identified a crossover vehicle that matched the targeted criteria, it greeted the driver with copy designed specifically for them.

For instance, a white Evoque owner might see the message, "Hey, white Evoque, it's never too late to cross over." This personalized touch not only caught drivers' attention but also created a sense of connection and relevance, enhancing the overall impact of the campaign.

Setting a New Standard for Targeted Advertising

Lexus' innovative use of personalized billboard copy marked a significant advancement in the realm of targeted advertising.

By delivering tailored messages to specific audiences, the brand demonstrated a deep understanding of its customers' preferences and positioned itself as forward-thinking and customer-centric. This approach showcased how brands can leverage technology to enhance engagement and create memorable experiences that resonate with their audience.

Lexus Digital Ad


Lexus' pioneering billboard campaign is a prime example of the power of personalized copywriting in advertising. By utilizing cameras and image recognition technology, Lexus not only caught the attention of drivers but also delivered messages that were specifically crafted for them.

This innovative approach to targeted advertising sets a new standard for engaging with audiences and showcases the brand's commitment to staying at the forefront of technological advancements.

As marketers, we can draw inspiration from Lexus' personalized copywriting to create impactful campaigns that resonate with our target customers.

Unlock the Power of Compelling Copy and Drive Business Growth

In the realm of marketing, the impact of well-crafted copy cannot be overstated. The copywriting examples we've explored in this article have showcased the immense power of words to attract, engage, and persuade customers.

From evoking emotions to delivering memorable stories, these examples have demonstrated the art of captivating an audience and driving business success.

Now it's your turn to harness the potential of compelling copy for your brand. Take inspiration from these examples and unleash your creativity to craft messages that resonate with your target audience. Embrace humor, tap into emotions, and tell stories that captivate and inspire.

By crafting your unique copy, you can establish a strong connection with your customers and differentiate your brand from the competition.

Are you ready to elevate your copywriting game and drive business growth? The Brand Shop is here to help. As an agency specializing in crafting compelling copy and creating impactful marketing strategies, we have the expertise to take your brand to new heights.

Contact us today, to learn more about how we can collaborate and unlock the full potential of your brand through exceptional copywriting. Unleash the power of words and witness the transformative impact they can have on your brand's success.

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Tumisang Bogwasi

Tumisang Bogwasi, a 2X award-winning entrepreneur and is the founder of The Brand Shop, specializing in innovative branding strategies that empower businesses to stand out. Outside work, he enjoys community engagement and outdoor adventures.