When life gives you lemons, make some really f*cking sour lemonade

On crafting copy that breaks through the noise.

When life gives you lemons, make some really f*cking sour lemonade.

This is the theme behind StillBitter Lemonade Co., a no sugar, ultra bitter lemonade drink.

I’d label their aesthetic as “thoughtfully unhinged.” The photography is cropped and oversaturated. The copy is raw. Every detail is painstakingly personal.

And, the execution is stunning.

As a copywriter and brand junkie, this is the type of project I dream of.

So, let’s break down how StillBitter uses its words to stand out in a crowded space — and what you can learn from them.

1. The deeper you dig, the more relatable you become

The branding was inspired by the founder’s sour, unhealthy prior relationships.

Almost everyone can relate to heartbreak. However, most brands would never spotlight their founder’s emotional trauma as the beating heart of their copy.

People crave unexpectedness. The more shockingly personal your brand is, the better.

2. Be willing to make someone uncomfortable

StillBitter slings harsh language and stories around without caution. But the punch wouldn’t be the same without them.

I’m sure some consumers are turned off by this style of branding. Others, like myself, absolutely adore it.

Take this run-on sentence (paragraph?):

It pulls no punches.

It’s clever. It’s edgy. It’s emotionally intense. And, it tells an entire story in so few words.

3. Keep your tone of voice human

You want your writing to sound like a specific person, not a business. I can practically envision the copywriter behind every word — even though my imagination is likely off-base.

Take the product packaging:

That doesn’t sound like a lemonade brand…it sounds like a person trying to cope. There’s nothing salesly about it. No health-conscious claims.

Just a single line that cuts into your soul like a knife through warm butter.

4. Don’t be edgy for the hell of it

We’ve all seen brands try way too hard to be funny, clever, cool, or crazy.

Often, it comes across as cringy and pathetic.

On the other hand, StillBitter’s copy goes far beyond fodder. The brand’s launch event — titled Lemon-Aid — donated all profits to the women’s assistance and shelter organization Le Chaînon.

If you’re going to be big and bold, make sure your actions support your words.

You can have your cake and eat it too

I’m sure there was a punchy lemonade pun I could’ve put there. But you get the idea.

StillBitter proves you can break the rules without being off putting or inauthentic. Their copy ties emotional life events to a product. Giving it meaning and significance standing millions of miles away from typical “sweet” and “innocent” lemonade brands.

They made it personal. And that’s all we’re really trying to do.

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