Copywriting Examples That Made Us Say “That’s Nice Copy”
As a writer, I’m sure I get far more excited about copy than the average marketer. I know a lot of marketers appreciate a decent subject line or landing page, but for a word nerd such as myself, nice copy is beyond satisfying.
The purpose of this blog is not to turn you into a loser like me, but rather to show you the power of brilliant copywriting and how it turns consumers into customers, then eventually into brand fans.
I’ve picked 14 examples of copywriting which made me say out loud “That’s Nice Copy”, and to really drive home that nice copy is important at every digital touchpoint, we’ll be looking at emails, socials, landing pages, and PDPs.
I’ve also thrown in five honourable mentions at the end — the classic ads that inspired me to start writing. Who knows, maybe one day your brand will end up on a list like this.
Starting strong with the UK based, high-protein, cereal. These guys have gone super playful with their TOV, and made waves in the advertising world with some divisive OOH ads. I personally love their campaigns and hey, they’re effective because they got people talking.
In the interests of digital marketing, SURREAL makes it to my list of nice copywriting examples because their product descriptions are so simple but so great. Rather than explaining how each product tastes, they’ve given the reader some credit, acknowledged that each flavour does what it says on the tin, and had some fun. Here’s my faves:
This one’s a little predictable, they’re kind of the OG of playful brands (at least in a millennial’s memory), but it would be rude not to talk about Innocent and how they’re so good at putting a smile on your face.
From packaging to social media, this team is killing it, but I’m going to promo their ‘About Us’ page, which shows how anywhere online can be used as opportunity to connect with customers in an authentic way. Check it out, here’s a snippet:
3. Vacation Inc
You know a brand is doing their job well when they make you nostalgic for a decade you didn’t exist in. I’m obsessed with the entire aesthetic of this brand, and they never miss when it comes to copy.
If you fancy being transported out of your inbox and into a Miami pool party, make sure you subscribe to their mailing list. I open every email and read to the bottom because they keep it engaging whilst offering value. Here’s a section from one of my favourites:
4. Milk Makeup
Milk keep it simple and achieve an empowering TOV without leaning too far into the “yas, slay, girlboss, queen!”, which honestly can get a bit annoying. There’s no unnecessary jargon on Milk’s site, just punchy headlines and impactful CTAs that speak to the needs and wants of their customers, such as:
5. Oatly
Oatly excels at omnichannel marketing in a way that few brands do. I’ve stopped in the street to read their billboards, paused in a shop to check out their packaging, and halted my scroll when I recognised one of their ads. That’s rare but it’s because their rebellious, self-aware voice challenges the status quo in a playful, and therefore engaging, way.
The headlines and captions on their social channels are a perfect case study in building community and sparking conversation, all without taking things too seriously. Humour, wit, and irony are clever ways to bring people together over serious subjects and this unique TOV is what has set them apart in the crowded landscape of non-dairy products.
6. LUSH
Okay, our next nice copywriting example is none other than LUSH, the high-street store that assaults your senses. One minute you’re minding your own business, the next you’re enveloped in a cocktail of the strongest scents known to man, like someone’s shoved a straw up your nostril and forced you to sniff a line of a crushed bath bomb.
Just as they’ve mastered this attack on unsuspecting nasal passageways, LUSH has mastered the art of sensory-driven PDPs, turning every soap bar and bath oil description into a visceral experience. There’s a beautiful balance between imagination and information that makes browsing their product range so enjoyable. A good example:
7. Chubbies
Next up, another ‘About Us’ page that I’m into, this time because it’s just very real. It doesn’t feel corporate, it doesn’t feel like it’s trying too hard, it’s conversational and it’s easy to relate to.
I’m not the target audience, but I instantly get why this brand is a success, they create a sense of belonging with an ethos that is carefree and not forced. This page is a perfect example of how to create community.
8. Liquid Death
Liquid Death is another brand whose mailing list I would be quick to join if I was interested in email marketing best practices. This is a brand that keeps their email copy concise but entertaining. The brand is unapologetic and bold which is a good way to keep attention in a constantly distracted society. Did I mention that Liquid Death’s tagline is ‘Murder Your Thirst’ — I’m obsessed.
Luxurious, evocative, romantic, exclusive — these are the words that spring to mind when I think about Mr & Mrs Smith. This is another website that I love to peruse, and not just because I love a little escape, but because the copy itself is transportative.
They aren’t selling rooms here, they’re selling fantasies and I’m hooked. I love their headlines, I love their product descriptions, it’s all so alluring, this isn’t just nice copy, it’s sexy copy.
With lines like “No pain. All gain.” and “Stay calm, get inked”, this is a brand that knows how to highlight product benefits whilst tapping into the mind of their target audience. Direct messaging, and a teeny bit of attitude, is all that’s needed for this page to radiate a sense of “cool” and make me want to buy their numbing cream — I have no plans to get a tattoo.
I had to mention this team. If you’re a marketer and this is the first time you’re coming across this page, you’re welcome. The reason they’ve made it to this list of copywriting examples is because unsurprisingly, they send brilliant, informative, emails which I’ll always make time for.
On the days the words just aren't coming, check these guys out for copy inspiration and email best practice insights. Great subject lines too…
12. Gymshark
Back to brands nailing copy on socials, and Gymshark immediately comes to mind. Some days they’re throwing out lines like “Stronger everyday” and “Strength comes from struggle”, whilst other days they use light-hearted humour to connect with their fitness-obsessed fans.
The takeaway here is that they know how social works from a messaging stand point — it isn’t always about pushing products, the long term value comes from building community.
13. Article
My next example of copywriting that is just a big yes, is the work of copywriters at Article, who keep it simple and sleek. Their minimalist approach to copy matches the clean lines of their furniture, creating a brand experience that feels complete. No frills, no fluff—just straightforward, beautifully crafted language that tells you exactly what you need to know.
What sets Article apart is how they manage to inject personality into their simplicity. Instead of boring customers with technical jargon, the copy feels like it’s coming from a design-savvy friend who wants to help you find the perfect sofa for long evenings spent doom-scrolling.
14. Casper
Last but not least, we have another example of email best practices from Casper. In a world where inboxes are overflowing, it’s no small feat to write emails that feel worth opening. Add to that the fact that most people aren’t actively thinking about buying a mattress, and you’ve got a real challenge on your hands. Yet, the Casper copywriters manage to keep it engaging, striking a balance between value and entertainment. Their copy makes their emails memorable — and that’s what makes them effective.
So, that’s 14 modern brands using copy to connect with their customers, which no doubt results in plenty of sales and long-term loyalty.
Before I sign off, I couldn’t write a listicle of nice copy without showing you five traditional advertising examples that inspired today’s generation of copywriters.
Whether it’s a single unforgettable headline or a campaign that people still rewatch on YouTube, these are the ads that made me fall in love with copy — and the kind of creativity your brand should aspire to:
Hathaway
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