Lemonade Ad Copy

Objective:

I was hired by an agency to write copy to match up with the brief for the videos/photos for a Lemonade product.

I worked closely with the marketing team member to understand customer pain points and unpack the value proposition and product features. I gained insight into the marketing principles that define the brand, and after a deep dive into the brand playbook – its mission, commitments, values, experience principles, and communication examples – I got down to research. I led a small workshop to dig further into customer wants and needs, spoke with customers, and sent our a survey to the clients email list.

As the copywriting needed to adhere to their brand principles, tone of voice and style, we leaned into a family-friendly, humorous, and wholesome vibe.