5 Companies Killing it With Creativity

This week I want to highlight 5 companies who do an outstanding job with creative copywriting and aren't afraid to splash their personality all over their web pages.  And it's working for them too!

So pay attention 'cause you won't find any clichéd copy around these sites.  They're reaping the sales benefits in part thanks to their unapologetic style and brand positioning that hasn't been watered down by trying to appeal to everyone and their grandma (not that we don't love grandmas).

1. The Dollar Shave Club

This one's for the men (although I really see no reason women couldn't use these razors too).  I love their product descriptions.  They only offer 3 razors (not 25) which I think is really smart.  Not only do you separate yourself from the drugstore with more options than body parts that need shaving but when you only offer 3 things people usually go for the price in the middle.  That way they feel like they're being a smarty pants and saving some money while also not appearing cheap.

Their razors have fantastic names like The Executive ($9.50/month).  The 4x aka The Lover ($6.50/month) and The Humble Twin ($3.50/month).  Their tone is fun, upbeat and even a little cheeky at times (pun definitely intended).  So much more creativity and personality than what they could have said, what the average store might have said - the 6 blade, the 4 blade and the 2 blade.  Blah, boring.  And the accompanying descriptions for each razor carry on with the creativity and solidify in your mind exactly what they mean by those inventive names.

Even when you read their specs along with listing the things like "6 stainless steel blades" or "wide, open-back for fast easy rinse" they also say "the final frontier; it's like a personal assistant for your face" or "reliable; this is the '82 Wagon that starts when the temp's below zero".  

Now, depending on what kind of guy you are you see yourself as one of those statements and the accompanying razor is bound to appeal to you.  The Dollar Shave Club nailed it.  Creativity, personality and some emotional appeal all packed into a few statements surrounding their product descriptions.  Check out an example.

Dollar Shave Club

2. Drybar

Well, it wouldn't be fair if I didn't highlight one for the ladies, would it?  Drybar is a salon that just does blowouts.  No cuts.  No colours.  Just blowouts.  They say their philosophy is to do one thing and be the best at it.  I'm sure you've all heard how important it is to pick a niche?  Here's a perfect case where a super specific niche is working wonderfully well for Drybar.

Aside from their fantastic little icons across the top of their site I love the way they've named their products.  It shows creativity, attention to detail and builds consistency throughout their brand.  The average store might have just described what was in the bottle or slapped the name Drybar on it and been done with it.

Their blowouts are all based on cocktail names like The Cosmo or The Mai Tai or The Shirley Temple for the kids (no your child will not come out looking like Shirley Temple).  Their styling products are grouped together under the category of "The Sauce" and continue with names such as "Blonde Ale", "Happy Hour", "Sake Bomb" and "Texas Tea".  Finally, their styling tools are grouped under the category called "The Hard Stuff" with product names like "3 Day Bender" for a curling iron, "Smooth Operator" for a flatiron and "Half Pint" for a small round brush.

The product descriptions themselves could use a little juice and imagination beyond just the list of features but hey, every site is a work in progress, right?


3. Ben and Jerry's Ice Cream

This fun-loving brand is known for it's creative naming like the classic Cherry Garcia or newer Karamel Sutra or (one of my personal favourites) Chunky Monkey.  They also have some action-verb packed product descriptions.

Example: Boom Chocolatta: "As you slam dunk your spoon through creamy mocha and caramel to celebrate the epic chocolate cookie-spread core your technique may not be perfect, but the victory's perfectly delicious."

Which is so much better than just listing the ingredients, no matter how mouth-watering they may be.

Their creativity spills out to the rest of their site (and business) as well.  Over on their blog for instance instead of doing the same boring FAQ's everyone else does they did 10 Fun Facts You Probably Didn't Know About Ben and Jerry's.  And as with everything they kept it light and entertaining while feeling like it gave you the inside scoop (wow, I'm just full of puns today.  I promise that was the last one).

Ben and Jerry's


4.  Innocent Drinks

Innocent Drinks is a UK company that makes smoothies, juices, coconut water and all manner of health beverages.  They're insanely creative with everything they do but for this post I'll just focus on their label packaging.  I've gone through and read them all and I'm not even a customer (they aren't available in Canada).  They use their packaging as a creative way to communicate with their customers.

Sometimes it's informative, sometimes it's sarcastic (love that British humor), sometimes it's silly, sometimes it's interactive but it's always creative and entertaining.  Their tone is casual and friendly and more often than not they preface their contact information with "fancy a chat?"  A much more open and inviting phrase than the standard, "for more information contact..."

It was so hard to choose - here are a couple of their labels but I fear I've left the best behind so you should really just go check them all out on their website.


5. J. Peterman Company

What list of creative, personality-driven copy could be complete without including J. Peterman?  The company who for years sold clothes with nothing more than an artist's sketch and the most compelling product descriptions you've ever read.  They now also have photographs which, for some reason, makes me a little sad.

This is the most wonderfully concise storytelling.  In just a few lines they can immerse you in the story.  Instead of trying to sell you can article of clothing or even a sense of style - they sell you a vision.  A vision of yourself.  The person you want to be, the person you could be - if only you were wearing that dress.  If you ever want to know how to create a compelling product description go read this catalogue.  They do it soooo well.

J Peterman dress
J Peterman jacket

There are so many other companies that could've made this list.  What are your favourites?  What successful companies are showing off their creativity and personality and reaping all the benefits?  Share in the comments below.