Copywriting
Check out examples of what it takes to bring voice and tone to life
Client
RTIC Outdoors
RTIC Outdoors went through a complete re-brand that was spearheaded by myself and my talented team, with support from external agencies and research firms, gathering qualitative and quantitative data. Here's a look at how we delved into the challenge of writing for a new, much wider audience than RTIC was used to in years past.
The Challenge
RTIC people get it. They do their research and care more about quality and durability than just buying the most expensive option. They’re fun-loving folks who live life to the fullest and demand gear that holds up against all kinds of adventures— from everyday to extreme.
New Consumer Segments
The Outdoor Enthusiast
The Everyday Adventurer
The Do-It-All Parent
Outdoor Enthusiasts are all about spending time outdoors. They tend to have more rugged outdoor-focused hobbies like fishing, hunting, backpacking, off-roading, etc. They have higher economic potential and are research driven when it comes to buying their gear–so they’re looking for quality, functionality, and long-lasting durability. They like authentic brands that align with their activities and take time in making purchases—doing their research, getting to know a product and it’s competition before committing.
In Context : The Outdoor Enthusiast needs gear that can do it all—whether it’s a lakeside camping trip for spring break wit the whole family or a father-son fishing trip. This could alternatively be a couple (double income, no kids) who like to spend quality time backpacking in the mountains with their border collie.
The Everyday Adventurer is all about having a good time and making the most of every day off. They spend time outside with activities that tend to include quick camping getaways, beach days, lake days, tailgates, and outdoor BBQs. With lower economic potential, they love a good deal so they don’t mind waiting for a good sale. They’re looking for products
that will endure a lot of use, especially in a group setting.
In Context : Everyday Adventurers are easy going, and love to make the most of every weekend. They might plan a camping trip over a long weekend, host a BBQ with friends, or plan activities to spend time outside with the family.
Do-It-All Parents are all about spending time with family while maximizing their budget, time, and getting things done. Sometimes referred to as the “Pack Mule Parent,” this group is focused on durability and functionality, and is our most savvy when it comes to getting a good deal. They tend to want gear that makes their lives easier for when they’re juggling a busy day with the kids or spending quality time outside.
In Context : The Do-it-All Parents make the most of their time off and also their time on. From weekday drop offs and pickups, to weekend soccer games, family BBQs, and trips to the lake with the kids, this audience likes to get the most out of their gear–year after year.
The Solution
Our brand voice is the person in your life you can always trust to tell it like it is. They don’t waste words, so everything they say speaks volumes—and usually makes you smile a little, too.
They’re the funny mom you like to sit by at little league games, your always-outside neighbor with the unbelievable- smelling barbecue, and the old friend who (finally) showed you his secret fishing spot. For them, being cool is effortless —especially outdoors. Whether they’re manning a smoker, coaching a soccer game, or crawling over sand dunes, they’re never out of place… and they always come prepared for a good time.
TAGLINES AND VOICE
"OVERBUILT. NOT OVERPRICED."
"HARDWORKING GEAR FOR ALL"
We believe everyone deserves to enjoy the outdoors with quality gear they can count on. That’s why our products are engineered the right way and overbuilt to endure years of adventure. From better-tasting, ceramic-lined drinkware to racetrack- worthy wheels and Soft Coolers that float we over- engineer everything, and we overprice nothing.
A good Cooler shouldn’t cost a whole paycheck. That’s why we keep our overheads low and our advertising simple so we can afford to give our customers more bang for their buck.
"MADE FOR GOOD SENSE & GREAT TIMES"
"BUILT FOR THE LONG HAUL"
Our kind of people prioritize sense over money—and that’s a good thing. They’re willing to invest in good times and great memories, but they won’t buy overpriced gear just to show off.
RTIC is for life, and for travelin’ light. Our Gear goes wherever you go—easily— and lasts for years of getting there. We don’t do “disposable,” and we’re proud to represent a more sustainable choice compared to cheap coolers and plastic bottles.
COPY PILLARS
We’re Texas-born-and-raised, but not too country.
Our voice should feel familiar, conversational, and grounded in RTIC ’s Texas roots without lapsing into caricature or alienating new audiences.
Do:
Y’all come see.
Don’t :
Dadgum good Coolers.
We like a good time, but we aren’t party animals.
We celebrate all kinds of good times—from lively tailgates to early-morning road trips—but we don’t over index on rowdiness or speak like a college kid.
Do:
Perfect for working hard… or hardly working.
Don’t :
so you can kee p crackin’ cold ones all night long… and the next morning, too.
We’re smart & innovative, but we’re not too techy.
We’re proud innovators, but when we tell folks about our features, we try to frame them in real-life contexts. We don’t speak in an overly scientific way.
Do:
with a NEW, ceramic-lined interior—so you can taste your drink, not your
Drinkware.
Don’t :
with a NEW, crystalline- ceramic-substrate lining to prevent excessive lipid accumulation.
We’re straight-shooters, but we’re never harsh or sarcastic.
We speak clearly, confidently, and frankly— but with a sense of humor that isn’t overly disparaging, and never lapses into sarcasm.
Do:
Why spend extra to haul dead weight? Our Coolers are up to 30% lighter and 50% more affordable than the competition.
Don’t :
Yeah because who needs a lighter, more affordable cooler anyway?
We’re savvy, but we aren’t cheapskates.
Sure, we like a good deal, but what we really care about is getting the best value for our money. In our experience, cheap outdoor gear will let you down every time—so we take pride in designing premium-quality gear that’s affordable on real-life budgets.
Do:
A good Cooler shouldn’t cost a whole paycheck.
Don’t :
We make the cheapest multi-day Coolers money can buy.
We’re enthusiastic, but we’re not extra.
We like to play it cool. Our voice is fun-loving, optimistic, and upbeat—but not overly eager, gushy, or flowery.
Do:
Drinkware designed for good times and great taste.
Don’t :
Drinkware designed for perfect sips and special memories.
Live Examples
