4 Copythinking Ideas You Should Invest In

This week, YOU, , are joining 1000+ people who’ll get this second edition with a new style.

I’m trying to turn this into a newsletter that’s more example-led with insights ranging from marketing and advertising to copywriting, messaging and positioning.

The first edition has turned out to be pretty exciting.

Let’s get going!👇🏻

1. Immi

This is one of my favourite sections on the Immi landing page. Why? Because it doesn’t add to the length of the page but still provides great information.

If you hover over any ingredient, you’ll be introduced to a one liner benefit. Plus, you have a nutrition label at the bottom which puts things in perspective.

This type of section is perfect for the conscious buyer who spends more time reading the back of the packet than the front.

What can you do: Think of ways to create an educational experience that is fun to interact with, on-page. This is as much a thinking job as it is a designer’s job so as a creative strategist or copywriter, the onus falls on you too.

2. Gymshark

Gymshark promoted its London LIFT event turning postboxes into POSE BOXES by giving them the shape of dumbbells.

This is what a HOOK in real life feels like. You pass by a weird looking post box only to discover it's a brand activation tactic.

But the smart thing here is labelling it as a POSE BOX. That way, gymgoers are primed to click pictures with this, giving more social cred to the brand.

What can you do: Think of a daily object you can turn into your brand’s temporary mascot and incentivize people to spread it on social media.

3. Burger King

Burger King bullies McDonald's a lot. And honestly, it’s fun to watch.

This time, the brand took a dig on McD’s latest menu icon launch. The Big Arch.

And they did it with (not so) subtle wordplay.

What can you do: Find a way to attack your enemy with something trendy or fresh that they did. This could be a recent product launch, a viral controversy or simply a difference in communication.

(Burger King really leans into its king and crown aesthetic to take on McDonald’s and that’s a difference in communication nobody can match. Because it's rooted in the brand.)

4. Unbloo

This simple ad caught me dead in my tracks. And honestly, I loved it!

Why? It nailed the copy.

Think about it:

The image looks like a drop of moisturizer that we’ve usually seen with skincare and cosmetic ads, right?

But the hook makes you curious: Why should I not put it on my face!?

And then the final line twists the narrative on its head.

Because even though it looks like a skincare/beauty product, it’s actually cleaning foam meant to make sneakers shine.

What can you do: Generate an image with AI that misdirects people. It should look like something most people would believe but the copy would reveal that it is, in fact, something totally different.

The creativity lies in putting a well known item in a well known format but changing the context.

Kind of like this Ikea ad.

That’s it for today!

What do you think about these copythinking tactics and today’s newsletter?

Hit reply & let me know your thoughts, !

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Cheers! :)

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