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Tag: copy writing

Copy Matters: YETI’s “Rare Air”

Copy Matters: YETI’s “Rare Air”

April 6, 2018January 31, 2023 Cherith AndesBlog, Copy Cat, Marketingcopy writing, creative ideas, Marketing, Raleigh PR Agency, Yeti

I’ll have to rope a nameless good friend into this post. Friend X has a small penchant for YETI products. And by “small” I mean “monopolizing the kitchen cabinet at an impressive pace.” Truth be told, I’m begrudgingly jealous of his pristine collection of excursion-ready coolers, cups, bags and buckets — in three rugged colors.

His most recent order included the stainless-steel Rambler Colster koozie (in Brick Red). But for once, it wasn’t the YETI product that captured my attention.

It was the little something extra in the YETI.

Instead of simply shipping the koozie, YETI maximized every square inch of its package to showcase its brand personality. The Colster contained what appeared at first behest to be an empty aluminum can. But upon perusing the label, the pop top can offered a treasure.

Behold, friends. A can of Rare Air.

The label touts the contents so convincingly that I almost popped the top. Quippy copy grabs the eye by underscoring the content’s premium nature (“Rare”) and purity (“100 % Wild”, because I prefer my air captured fresh from the forest, thank-you-very-much). And considering it’s undiluted, the can reminds us to “Please Breathe Responsibly”.

And trust you’re about to enjoy some of the finest vapors on the market.

Wanna confirm the serving size and nutrition facts? Just check the side.

And don’t worry. The Powers That Be have your back with the requisite Government Warning. PS: It’s about bees.

Government Warning: This can may contain traces of moose breath, porcupine dander, poison ivy, or a swarm of angry bees. There’s an off chance the bees are friendly. Either way, this can probably contains bees.”

Lessons?

Empty space isn’t dead.

Approach your business promotions with a keen eye, seeking unused spaces to tout your brand.

Don’t reinvent the wheel. Rebrand it.

YETI didn’t develop an entirely new widget to shove into the Colster. Instead, it followed logic, leveraging the Colster’s natural use. From here, they maximized clever copy, witty words and catchy concepts to pack a punch.

Words matter.

The idea might have been cute at best with heavy-handed language. (Insert cliches, cue eye rolls.) What finished this package was not what was said but how. The similarities between Rare Air and other beverages’ claims were so striking that who knows; it might very well jumpstart an air-drinking fad!

You have “empty space”? We have ideas. Shoot us a line to see how we can help!

 

 

 

 

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Copy Cat: Hallmark Hacks

Copy Cat: Hallmark Hacks

November 30, 2017January 31, 2023 Cherith AndesBlog, Copy Cat, Marketingad copy, ad writing, copy cat, copy writing, marketing writing, pr strategy, PR writing

The perfect birthday card. Ah, the elusive unicorn of celebrations and parties. I cringe to count how many hours I’ve spent in Target deliberating between this cutesy shoe motif, this edgy humorous layout or that blasé cake/candles/my-how-good-you-look card. While I’m sure its no easy feat churning out hundreds of soiree-themed slogans, birthday cards seem to strike the perfect (or imperfect!) balance of cheesy and cliche.

…until a recent afternoon in Rite Aid, of all the places. I stumbled on a card brand that snagged my attention but not just because of the clever copy.

It was the placeholder behind each card that piqued my interest.

When a particular card runs out, Shoebox — a Hallmark brand –– leverages this empty space as an opportunity to engage with customers and showcase its voice. Shoebox touts itself as “the perfect way to make someone laugh out loud. These sometimes edgy, irreverent takes on real life are surprising, hilarious, often inappropriate and always timely.”

The empty card slots were slathered with copy like this:

In a word: unexpected. In two: delightfully unexpected.

The witty whims were a surprise almost as much as the creative placement. So a big thumbs up to Shoebox for spying this opportunity to make an impression and increase a form of dialogue with its customer base. I’ll certainly be checking out the Shoebox cards section before my next birthday bash.

And that’s not all. Want to see our favorite (and not-so-favorite) copy? Check out other copy cat blogs!

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Writing Copy: When in Rome

Writing Copy: When in Rome

November 3, 2016January 31, 2023 Cherith AndesBlog, Marketing, Restaurant PR + Hospitality PRBlogging, copy writing, food pr, Restaurant PR, restaurant PR in raleigh, tasting rome

Active verbs, lean sentences, compelling facts. We’ve heard all the tips and tricks to crafting copy, and it’s one of things we love to do at Clairemont! This fall, we had the privilege to pen an article for Chapel Hill Magazine on behalf of Clairemont client, Il Palio, to unveil an upcoming Italian celebrity chef dinner — and the Instagram story behind it!

Here is the copy as it appears on ChapelHillMagazine.com!

chm-logoTasting Rome: Two Chefs Unveil Italy

 

Teddy Diggs, executive chef at Il Palio, has long championed the heart and soul of regional Italian cooking, from his early apprenticeship under legend Fabio Trabocchi to his recent pilgrimage through Tuscany. Italian guests claim that Tasting Romehis authentic pastas, smoky sauces and daring dishes – like wood-grilled octopus – summon fond memories of their homeland. So it was no wonder that Teddy connected almost through cosmic destiny with Katie Parla, acclaimed Italian author and colleague of Mario Batali.

After volleys of bounced emails, Katie sent Teddy an Instagram message with a friendly yet unlikely dinner invitation. She lived in Rome. Teddy worked in Chapel Hill. But as luck would have it, Teddy just happened to be on a nine-day sojourn through Italy, and it wasn’t long before the two were sharing forkfuls of carbonara in a Roman cafe.

“Italian cooking is like a language of its own,” said Chef Teddy. “It’s accessible and approachable, but there’s a deep connection between the ingredients and the heart of the chef. Both Katie and I have a passion to share the spirit of Italian cooking with guests around the world.”

Tasting Rome Cacio e PepeWith that, these two fast friends set their sights on Chapel Hill. On November 15, 2016, Katie and Chef Teddy will fire up the grill to offer a culinary tour of the hidden hearths of Italy’s capital. Hosted at Il Palio, this Tasting Rome feast will feature recipes from Katie’s acclaimed cookbook, Tasting Rome, along with classics from Teddy’s regional Italian repertoire. The culinary line-up features gems like cacio e pepe, an elegant Italian hallmark crafted from only three ingredients. And lest ye forget, Italy is famed for its wine, and no Italian feast is complete without a glass (or three) of the country’s treasured vintifications.

“After spending more than a decade in Rome, I have cultivated a love for the heart Italian cuisine,” said Katie. “I was excited to connect with Teddy, since his approach to ingredients and regional cooking so closely reflects what I have come to know as true Italian food.”

For those saving pennies for a plane ticket to Europe, Teddy and Katie recommend Flavio, a delightful ristorante tucked off the thoroughfares of Rome. For the rest of us, they’re bringing the heart and soul of Rome directly to you.


For more information, visit www.ilpalio.com. Tickets may be purchased by calling 919-918-2545 and include signed copies of the Tasting Rome cookbook, wine pairings, tax and gratuity.

Image courtesy of Katie Parla.

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