Red Paddle 2021

copywriting

Red Paddle is the world’s number one stand-up paddleboarding brand, known for the high quality of their kit as much as for their love of the sea. The Devon-based company approached me to write an in-depth report on their eco-credentials. 

In an age when sustainable practices are expected as a matter of course by consumers, they needed a professional copywriter to pull together the different strands of their strategy, incorporating their efforts so far, their most eco-friendly products and their plans for the future. 

Using a transcript of a conversation between Red’s head of design Phil Hawthorne and CEO John Hibbard, I combined their discussion along with research on key elements of Red’s sustainability processes and strategies relating to design and manufacturing.

The client received content that communicated these strategies in plain English and that would educate, inform and inspire; adhere to brand values of reliability, responsibility and safety but also fun and excitement; and appeal to existing and new customers who want and expect the best products. These customers have a strong sustainability ethos, so the content needs substance, not just greenwashing.

Read the report here.

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