Graza’s playful disclaimer copy

Why it works

We cut our copy teeth worshipping every word Innocent ever wrote. So of course we're suckers for silly little bits of microcopy like this.

Also, mad props to Graza's team for publishing the line "elevated levels of sexiness when holding Graza bottles".

How to steal it

Look, there's not a lot to tonne to say here. It's not some big strategic move or a positioning piece or a clever OOH campaign.

But we love it just the same.

And that's because we love it when brands do things just to make their customers smile or laugh or to brighten their day.

(In fact, a study from 2014 found that brands who engage their audience in a personalized, human way build stronger bonds and even earn more loyalty than brands that keep things professional.)

And here's the coolest bit about it: you don't need a big campaign budget or a brilliant creative idea to do it. You just need to find the places in your funnel where customers currently see boilerplate or super generic copy and do something a bit different with it.

Your disclaimer. Your unsubscribe page. Your out-of-stock message. Your order confirmation. Your cookie banner. Your 404 page. Your returns policy.

Almost every brand has the same kind of copy (or the same message at least) for these.

Which means doing something to stand out is eaaaaasy. Even a silly joke that gets a sensible chuckle is enough to make someone remember your brand differently.

And in ever-crowded markets, getting remembered (even for a silly joke) is no small feat.