CIRA NUTRITION
THE BRAND:
CIRA NUTRITION
THE SCOPE:
PRODUCT LANDING PAGES, ALL PRODUCT DESCRIPTIONS, AMAZON COPY, naming, ambassador program copy
THE VOICE:
FEMININE // FUN // CHEEKY // PUNCHY
THE DIFFrentiator
Cira means sun. Like the sun, Cira’s supplements help energize, inspire, and support your growth—helping you lift more, do good, and feel better.
”Cira is here to help you reach your goals faster. That’s why we make supplements that round out your routine and help you achieve new personal bests, in and out of the gym. We know that some days, a little extra boost is needed to get your gym clothes on and out the door. Our products are designed to fit your active lifestyle, from boxing class to bottomless mimosas.”
THE GOALs:
To attract gen-z and millennial audiences with fun-to-read, punchy copy
To promote an balanced lifestyle—work hard, play hard approach
To be known as the “you *can* sit with us” inclusive supplement company
THE PROJECT
THE PROBLEM
Cira’s Brand Manager, Hayleigh Gregory, wanted Cira to make a splash in the supplement world. With all the noise in the fitness and supplement industry focusing on “looking a certain way”, Cira aimed to be different and set out to change the narrative. She also wanted to communicate the many benefits of Cira’s products in a fun and playful way. Say bye to boring and blah ingredient lists.
Cira values body positivity, inclusivity and diversity. Safe to say, I was sold. She also wanted to appeal to Gen Z and the Millennial age group, so the language had to be reflective of that. Conversational, fun to read, pop culture reference-rich and a splash of cheekiness. Aka—my specialty.
THE SOLUTION
We focused on amping up the conversational tone within the web copy, product descriptions and ingredient lists so the ideal audience feels seen, heard and represented and like they’re buying from a brand that gets them.
I combed through hundreds of customer reviews to understand what they LOVED about each product, any potential objections they had before trying and more so the copy was not only fun to read, but also motivated them to buy.
THE RESULTS
With this new approach, Cria went from 9K followers on IG to 20K, selling thousands of products and becoming a new go-to for women who value balance in their fitness journey. Of course, many moving parts made this success happen—but I’m proud to say I had a little part in making that happen!
I’ve worked with Cira to craft copy for all of their supplement packaging copy, ingredient descriptions, and revamped (and renamed!) their ambassador program, The Soliel Squad, landing pages and product sales pages.
