Product: Second-hand stuffed animal

Challenge: To write personable copy that appeals to children and their parents.

Insight: Competitors like Squishmellow and Beanie Babies give their products names and backstories to make them have more personality. Loved Before’s products are unique because they actually do have a past.

Strategy: To play into the product’s unique past, I came up with a backstory to make it sound like Loved Before saved him from a life in the wild while he lazily awaits his new BFF.

Proposition: Adopt don’t shop.