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When AB Brands wanted to wanted to launch its new haircare product Earth Supplied for textured hair, they faced a crowded market. The client knew they needed messaging that would appeal to their hip target audience. And so, the campaign slogan “More butter. Less bull.” was born. The slogan conveyed two of their primary benefits in only four bold words. This website won a 2020 Gold Award in the AVA Digital Awards.

Role: Copywriter

Client: AB Brands

Agency: Alpha Business Images

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