Copy We Wish We’d Written: Anthony Logistics For Men

Because I’m always on the lookout for fun, conversational copy (copy geek), I laughed out loud when I spotted this label from Anthony Logistics for Men.

If you can make shaving cream fun to read about, you’re doing something right. I couldn’t help but think of all the money that will go into this weekend’s Super Bowl commercials and still miss the mark.

The audience here is, to some degree, the same audience those goofy beer commercials are going after. However, this product is speaking to you with the voice of someone who’s not going to waste your time. He’s quick and witty and can poke a bit of fun at himself — but still sound like he knows what he’s talking about.

In fact, I’m such a copy geek that I had to check out their website, where the fun continues with headlines like:

Have a face worth saving

And, my favorite:

Only you can prevent facial fires

I love that these folks (or their copywriters) know their audience — guys who might need to still feel like guys even when they’re reading product labels, and the women who buy for guys who need to feel like guys even when they’re reading product labels.

Some other Anthony headlines make even more of a nod to the masculine without being over-the-top:

Multi-tasking essentials that get the job done

Performance matters

Whoever wrote this copy for Anthony sure did a bang-up job. We’ll see how those halftime ads compare on Sunday.

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