UGLY DRINKS
Project: Tone of voice; social, email, ecomm and product copy
Role: Lead copywriter
Agency: Someone & Others, Tommy Ngo
Ugly makes refreshingly honest sparkling water and refreshingly irreverent social content. The goal was to increase engagement, build a digital community, and streamline the brand’s tone of voice.
︎ SOCIAL
How silly can we get? Which memes work and which don’t? How do we get people to “sound off in the comments?” I helped bolster engagement and build community by solidifying Ugly’s humor, point of view, and ethos.
︎ PRODUCT LAUNCHES
Ugly releases a limited edition flavor every month. I created a unique character, story, and language system for each new drop. These releases went super quick which meant we needed sold out memes on tap.
︎ EMAIL
Email is where we got to have fun while keeping our subscribers happy, hydrated, and coming back. We saw a steady increase of DTC sales with the help of a brand voice that just got stronger everywhere we went.
