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MULTI-BRAND ADVERTISING
Client
North Actionsports Group
Project Type
Print, Advertising
Year
2022 - 2024
It Really Is the Truth
A product’s USP is often defined by the client, but that doesn’t mean it’s clear to the consumer. It might make sense on a technical level—but what does it actually mean for your audience? Does it make them faster, stronger, healthier? Is it about performance, style, or something else entirely?
Before writing a one-liner for an advertisement (which, by the way, can be used across everything from social media to email campaigns), it’s crucial to break down each potential USP and determine which one is most compelling. Like solving a puzzle, this could mean translating technical details into real-world benefits or even identifying a fresh angle the original product designers hadn’t considered.
To do that, you need to take a deep dive into the product’s development—a factory tour of its features. Ask consumers why they love it. Find the purpose, the ‘why’ behind everything.
This was the approach I took when developing one-liners for Mystic’s key products and brand awareness ads. For North Windsurfing, it was about highlighting each sail’s USP while capturing how 3Di sail technology revolutionizes windsurfing—conveying it in the same way that windsurfers themselves talk about their gear.
Each season, I crafted print ad copy for Mystic and North Windsurfing, covering everything from watersports helmets and cutting-edge windsurf sail technology to general brand awareness. For key products, my role was to identify their strongest USP and translate it into creative, compelling messaging that resonated with the audience.
