Copywriting examples for
challenger brands
We've filled this copywriting swipe file with some of our favourite bits of copy and messaging from ecomm & FMCG challenger brands. Plus, we've added notes on how you can steal the thinking for your brand to each one, too.
English Heritage
English Heritage’s clever history buff copy
Nice Drinks
Nice Drink’s sneaky smart category move
Wype
Wype’s attention-grabbing campaign
Botivo
Botivo’s really clever positioning move
PerfectTed
PerfectTed’s dad joke LinkedIn annoucement
Days Brewing
Days Brewing’s clever messaging twist
Spudos
Spudos’ super honest eco copy
Dove
Dove’s banging voice of customer campaign
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Jack Daniel's
Jack Daniel’s oh-so-readable tube ads
Who Gives A Crap
Who Gives A Crap’s *super* immature easter egg
Olipop
Olipop’s clever sneak diss
Liquid Death
Liquid Death’s 🔥 opt-in copy
Frida
Frida’s “we get you” copy
Minor Figures
Minor Figures’ banging pandemic email
Spotify
Spotify’s second time lucky OOH ad
Fix8
Fix8’s brand-building welcome email
Candy Kittens
Candy Kittens’ research-led OOH campaign
Bloom & Wild
Bloom & Wild’s thoughtful marketing copy
A24
A24’s in-group language
Aesop
Aesop’s almost anti-copywriting tone of voice
Sons
Sons’ empathetic AF copy
Wildfarmed
Wildfarmed banging menu copy
COAT
COAT’s sneaky smart product description
Surreal
Surreal’s banging, non-discount abandoned cart email
Dash
Dash’s growing-up messaging
Hiut Denim
Hiut’s 🔥 product copy
Jubel
Jubel’s fantastic story page
Ecotalk
Ecotalk’s really smart hero section
Reformation
Reformation’s no notes tagline
Allplants
Allplants’ super clever Veganuary campaign
Living Things
Living Thing’s two-word banger
HaloTop
HaloTop’s guilt-free-free messaging
Grind
Grind’s super-specific sustainability copy
Rubies in the Rubble
Rubies in the Rubble’s smart positioning copy
Firebox
Firebox demonstrating why they’re the OG of product descriptions
innocent
A classic example of the innocent TOV
Pact
Pact’s *chef’s kiss* packaging copy
Headspace
Headspace’s really handy brand voice guidelines
Fussy
Fussy’s super clever TOV shifts
Lucy & Yak
Lucy & Yak’s quietly rebellious copy
Beachbum
Beachbum’s smart positioning statement
Bol
Bol’s rhyming headline
KFC
KFC’s all-timer of an apology
Skin + Me
Skin + Me’s banging FAQ copy
Naked Paper
Naked Paper’s properly clever tagline
Happy Tuesdays
Happy Tuesdays’ 4-word h1
Thinx
Thinx’s taboo-breaking OOH campaign
Goodrays
Goodrays’ clever positioning copy
Tony's Chocolonely
Tony’s Chocolonely’s banger of an activation
Chubbies
Chubbies’ on-brand product descriptions
Graza
Graza’s playful disclaimer copy
Wild Dose
Wild Dose’s just-like-you brand story
Seep
Seep’s super clever mnemonic branding trick
Lush’s non-showy inclusive AF copy
Patagonia
Patagonia’s “how did they think of this?!” ad
Little Freddie's
Little Freddie’s “we see you” OOH ad
Hexclad
Hexclad’s really clever product description trick
Huel
Huel’s smart community naming convention
Spudos
Spudos’ 10/10 brand story page
Bold Bean Co
Bold Bean Co’s distinctive brand language
Bloom & Wild
Bloom & Wild’s 10/10 Mother’s Day copy
Jason's Sourdough
Jason’s super smart pricing psychology trick
Surreal
Surreal’s banging generation effect Insta post
La Vie
La Vie’s A+ objection handling OOH ad
FeverTree
FeverTree’s 10/10 reframing move
Spacegoods
Spacegoods’ really clever comparison trick
Lucky Saint
Lucky Saint’s clever messaging judo
Gousto
Gousto’s clever way to make customers feel seen
Toast Brewing
Toast Brewing’s trick to get remembered
Bonnie Tyler
The greatest 404 message of all time
Patagonia
Patagonia’s 10/10 Black Friday posts
Overherd
Overherd’s pastiche challenger tone
Wild Dose
Wild Dose’s on-brand retargeting ad
Skyscanner
Skyscanner’s lightning fast OOH campaign
Karma Drinks
Karma’s 5-word banger
Raid
Raid’s no notes OOH campaign
Starface
Starface making punctuation part of their voice
Big Tea
Big Tea’s bold OOH campaign
Paynter Jacket Co
Paynter’s 10/10 label copy
Citizens of Soil
Citizens of Soil’s 3-word 10X tweak
Harper Wilde
Harper Wilde’s VOC-led email
Spotify
Spotify’s sneakily clever OOH campaign
Riddim Snacks
Riddim’s 10/10 use of patois
Ocado
Ocado’s *really* clever positioning play
Palace
Palace’s *very* on-brand product descriptions
Specsavers
Specsavers’ perfect Oasis reunion gag
Yeti
Yeti’s super smart price sensitivity handling
Peachies
Peachies’ customer-first PDP copy
Brewdog
The Brewdog ad we (very reluctantly) love
Good Pair Days
Good Pair Days’ sneaky smart copy
B&Q
Nice bit of DIY-ed copy in B&Q
Honest Mobile
Honest Mobile’s amazing B-A-B ad
Rock Face
Rock Face’s 10/10 category judo
Treecard
Treecard’s audience-specific headline
Barkbox
Barkbox’s 6-word banger
Surreal
Surreal’s cheeky “famous people” ads
Collider
Collider’s objection-handling ad
Nike
Nike’s all-timer mission statement
Higher Moor Farm Campsite
Higher Moor Farm’s 10/10, no notes wordplay
Patagonia
Classic Patagonia print ad
Tesco
Tesco’s refreshingly honest ad copy
Huel
Huel’s crystal clear USP
Karma Cola