As part of a copywriter candidate test, I was prompted to create copy for Whirlpool’s new double oven, expressing its benefits to a varying audience.
First, a tagline that should grab attention as it appears on the product in a retail environment:
Hosting Thanksgiving? Game on.
Benefits:
1. Time-saving
Cook two separate dishes at once, even at different temperatures. Use the extra time to relax…you’ve earned it.
2. Productivity
This week’s schedule includes a bake sale and a dinner party. Let everyone else work twice as hard while your new double oven cuts your workload in half.
3. Entertaining
It’s time to preheat your social life because dinner for a few just became dinner for many. With twice as much cooking power, you can go ahead and double the guest list.
To Retailers:
Almost none of your customers have the benefit of owning two ovens. The double oven range provides them with the efficiency and output of two ovens but in one sleek unit. With busier and busier schedules, customers do not have time to be in the kitchen for hours. Emphasize that they will be able to do twice the cooking in half the time. Customers can also avoid large restaurant tabs, and cook each dish of a three-course meal simultaneously, without ever having to calculate a tip.