Portfolio, Marketing Copywriting

Product Copy: Features and Benefits, Before and After

A rewrite of Amazon product copy for Bloom Nutrition and CELSIUS energy drinks, with product features and product benefits written separately in both the before and the after.

Cecilia AwoniyiMarketing Strategist and Copywriter
CategoryFMCG, Beverage Marketing
ProductsBloom Nutrition, CELSIUS
FormatBefore and after rewrite

A product feature is a fact about the product: what it contains, how much, how it is made. A product benefit is what the buyer gets from that fact. Weak copy mixes the two or leaves the benefit out. Below, Bloom Nutrition and CELSIUS are each rewritten with the features and the benefits kept in separate lists, so every fact is stated once and every benefit is written around the buyer's day.

Bloom Nutrition Sparkling Energy Drinks in multiple flavours
Bloom Nutrition

Zero Sugar Sparkling Energy Drink, Crisp Apple, 12 Pack

Before
Product FeaturesWhat the product is or contains
  • Sparkling energy drink
  • Zero sugar
  • Contains caffeine
  • Contains prebiotics
  • Comes in 12 cans
Product BenefitsWhat the buyer gets from it
  • Tastes great
  • Good for you
  • Gives you energy
After
Product FeaturesWhat the product is or contains
  • 0g sugar and 10 calories per 12 fl oz (355 mL) can
  • 180mg caffeine per can
  • Prebiotics added to every can
  • Crisp Apple flavor with other natural flavors
  • 12 cans per pack
Product BenefitsWhat the buyer gets from it
  • Energy that tastes good without the sugar crash or the calories to keep track of
  • Enough caffeine to carry a focused morning or beat the afternoon slump
  • A drink that gives your gut something to work with, so energy does not have to come with an upset stomach
  • A crisp apple taste that is refreshing, not sugary or synthetic
  • A full pack in the fridge, so you do not run out midweek
What changed: The features now carry exact numbers a shopper can check against the can. Each benefit answers one question, what does this mean for me, and follows the order of the features so nothing is left unexplained.
CELSIUS Assorted Flavors Variety Pack, 12 cans
CELSIUS

Assorted Flavors Variety Pack, Functional Energy Drinks, 12 Pack

Before
Product FeaturesWhat the product is or contains
  • Energy drink
  • Zero sugar
  • Variety pack
  • Contains vitamins
  • 12 cans
Product BenefitsWhat the buyer gets from it
  • Gives you energy
  • Tastes good
  • Great for your lifestyle
After
Product FeaturesWhat the product is or contains
  • 12 cans of 12 fl oz (355 mL) each, in assorted flavors
  • Zero sugar, no aspartame, no artificial preservatives
  • Green tea extract with EGCG, ginger root, B vitamins and Vitamin C
  • Non GMO, gluten free, kosher and certified vegan
Product BenefitsWhat the buyer gets from it
  • Different flavors through the box, so nobody gets bored of the same can
  • Fuel for a workout or a long workday without sugar, sweeteners or preservatives you would rather avoid
  • Energy from ingredients you can name, built for a busy and active day
  • One box that suits most diets, so it works for the whole household
What changed: Vague words like vitamins became named ingredients. The certifications moved out of a crowded title and into the feature list, and the benefit now says who they matter to.