San Diego, CA
Alex Newsome

Copy that catches attention without trying too hard.

Writing for CPG and eCommerce brands across product, email, social, retail, experiential, and more.

DisciplineCopywriting
SectorsCPG · eCommerce
SpecialtyStrategic humor
BÉISColgateIrish SpringCallaway

Selected work

BÉIS tariff email
BÉISEmail
The brief

Communicate an upcoming price increase in a way that felt honest, timely, and unmistakably BÉIS.

“Let’s skip the corporate-speak: this tariff situation is a complete dumpster fire.”

The email used humor to turn a difficult customer message into something clear and human. It later gained attention on LinkedIn as an example of distinctive brand voice.

Press
“Kudos to BÉIS for a masterclass in authenticity. Their customer email related to tariffs ditched the dry, corporate jargon and went full ‘financially traumatized’ and ‘dumpster fire.’”
“In a world of polished press releases, BÉIS is a reminder that sometimes the most effective communication is the most human.”
BÉIS Stow Away Charm product page
BÉISProduct page
The brief

Make a tiny bag charm feel completely necessary.

“Too cute not to declare at customs.”

Product description for The Stow Away Charm.

The full copy

Say hello to your perfect little travel companion. They don't just hitch a ride—they're on a mission, stowing away your tiny essentials while adding flair to your travel entourage. Featuring a hidden zippered mouth compartment and a clip-it-anywhere attachment ring, these fuzzy little stowaways are too cute not to declare at customs.

FormatPDP copy
DeliverableProduct description
ProductThe Stow Away Charm
BÉIS restock email
BÉISEmail
The brief

Make a restock announcement stand out in a crowded inbox.

“She’s back. Act natural.”

A subject line designed to set up the headline inside the email: She’s Back, For Now.

FormatBulk email
DeliverableSubject line + campaign
PlayRestock announcement
Monday holiday gift set social post
MondaySocial
The brief

Sell a holiday cocktail gift set made with a partner brand.

“From the box to the rocks.”

I frequently wrote collaboration copy with other CPG brands, including this seasonal partnership with Hella Cocktail Co. The “Box to the Rocks” concept was especially well received by customers.

The full copy

From the box to the rocks! 🎁 We've partnered with Hella Cocktail Co. to curate this delicious cocktail gift set perfect for spreading cheer. Click the link to get in the holiday spirit!

FormatOrganic social
DeliverablePartnership post
PartnerHella Cocktail Co.

Selected copy

Monday Gin - Seasonal Content Calendar
Cupid's taking shots so you don't have to.Valentine's Day
St. Patrick got rid of the snakes. St. Monday banished the hangover.St. Patrick's Day
Declare independence from hangovers.Fourth of July
You only have 90 days of summer. Enjoy and remember them all.Summer
Get dressed up, not messed up.Halloween
The only Mezcal you'll be able to spell Oaxaca after drinking.Mezcal

About

Alex Newsome

The most impactful figure in my life was my grandpa. He held many prestigious, fascinating careers but to me, he was a storyteller. Even at a very young age, I loved sitting at the table for family dinners, listening to the words roll out of his mouth, wrapped in a Brooklyn accent he either never lost or chose to keep, watching them spin into imagery so clear, I could almost confuse them for my own memories. I learned from the man many lessons; I learned them through story. It became irrevocably clear to me that storytelling was the way we orient ourselves in the world. Storytelling is our moral compass.

While listening to him speak, I once interrupted asking, “What’s ‘integrity’ mean?” I will never forget how he answered. It’s a story I’d love to tell you sometime. And he’d be happy I’d be sharing it with you in the way we know best.

Carrying the family crest, I’ve learned to find the story and tell it the way my grandpa would. The way that makes a whole table full of people fall silent. The way that ignites laughter with precision. The way that pulls hearts into taffy.

There’s a great story in nearly everything we encounter, just waiting for someone to do it justice. My skill is helping a brand tell that story.

I aim to excel at any job or career I meet, but I hope my grandchildren remember me like I do my grandfather, as a storyteller.

Contact

axenewsome@gmail.com
Alex Newsome · Copywriter LinkedInEmail