This swipe file is a living library of standout copywriting and messaging from ecommerce and FMCG challenger brands. Each entry includes a screenshot of the copy in action, plus a note from the Do Words Good team explaining why it works and how you can steal the thinking for your own brand. The collection covers a wide range of copy types: brand voice, mission statements, product descriptions, email campaigns, OOH ads, social media posts, microcopy, FAQs, and more. Brands featured include Oatly, Patagonia, Liquid Death, Surreal, Huel, and many others. Use the filters to browse by job type, category, vibe, or brand. The swipe file is free to access and regularly updated.
